Self-Congruity and the MOA Framework: An Integrated Approach to Understanding Social Cause Community Volunteer Participation
Marketing efforts designed to increase participation in social causes have led to the creation of online and face-to-face communities. This study examines a not-for-profit organization and participation in a face-to-face and online community built around its social cause. The purpose of this study i...
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| Veröffentlicht in: | Journal of marketing development and competitiveness 2014-11, Vol.8 (3), p.70 |
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| creator | Emens, Susan White, Darin W Klein, Thomas A Edwards, Yancy D Mann, Susan R Flaschner, Alan B |
| description | Marketing efforts designed to increase participation in social causes have led to the creation of online and face-to-face communities. This study examines a not-for-profit organization and participation in a face-to-face and online community built around its social cause. The purpose of this study is to explore and test the relationships between participatory behaviors and self-congruity as moderated by motivation, opportunity, and ability as members of social cause communities. The authors present a framework which depicts the linkages between self-congruity and an individual's motivation, ability, and opportunity to participate in the social cause community as a predictor of future participation behaviors. |
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| ispartof | Journal of marketing development and competitiveness, 2014-11, Vol.8 (3), p.70 |
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| language | eng |
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| source | Business Source Complete |
| subjects | Behavior Community service Market strategy Marketing Nonprofit organizations Participation Retention Self image Social marketing Social networks Studies Virtual communities Volunteers |
| title | Self-Congruity and the MOA Framework: An Integrated Approach to Understanding Social Cause Community Volunteer Participation |
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