Surveillance and charitable donation behaviour : a social marketing approach

Karen White, and Sanjaya Gaur, and Sheau-Fen Yap , and Wee Yu Ghee, (2015) Surveillance and charitable donation behaviour : a social marketing approach. In: Proceedings of The 4th International Seminar on Entrepreneurship and Business (ISEB 2015). Faculty of Entrepreneurship and Business,UMK, pp. 133-140. ISBN 9789670955032

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With the focus of the media headlines on the economic and political impacts, it is unclear to what extent this has affected charitable donations. The successful implementation of a donation campaign represents a major marketing challenge in the current economic climate. There is a growing consensus that social marketing can play an important role in persuading charitable donation behaviour. Our study addresses this salient research question from a social marketing perspective: What are the motivators of charitable donation behaviour? While we acknowledge that a variety of factors may affect consumer charitable behaviour, we focus on providing a conceptual understanding of how the effect of surveillance on charitable donation behaviour could be intervened by personality factors such as self-monitoring and need for approval. Ultimately, we seek to improve our understanding of consumer engagement in charitable donation behaviour from a social marketing perspective, in turn, consumer welfare.

Item Type: Book Section
ISBN: 9789670955032
Keywords: Social marketing, donation campaign, charitable donation behavior social marketing, donation campaign, charitable donation behavior Social marketing - Donation campaign - Charitable donation behavior
Faculty: Faculty of Entrepreneurship and Business
Deposited By: En. Pahmi Abdullah
Date Deposited: 16 Nov 2015 12:25
Last Modified: 16 Nov 2015 12:28

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