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
Hauptverfasser:	Emens, Susan, White, Darin W, Klein, Thomas A, Edwards, Yancy D, Mann, Susan R, Flaschner, Alan B
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Community service Market strategy Marketing Nonprofit organizations Participation Retention Self image Social marketing Social networks Studies Virtual communities Volunteers
Online-Zugang:	Volltext
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