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Full-Text Articles in Social and Behavioral Sciences
Marketing Research For Volunteering: A Research Agenda, Sara Dolnicar, Melanie J. Randle
Marketing Research For Volunteering: A Research Agenda, Sara Dolnicar, Melanie J. Randle
Faculty of Commerce - Papers (Archive)
Contributing an estimated AUD42 billion dollars a year to the Australian economy and US150 billion dollars to the USA, volunteering has become an industry sector of major importance. It has consequently attracted significant attention among researchers of various disciplines, including marketing. Nevertheless, the industry is confronted with ongoing challenges, particularly in the area of recruitment. This article provides a review of prior marketing-related studies and identifies a number of gaps in the research, such as a limitation in the past to a priori approaches to categorising volunteers, which has offered limited insight and conflicting results. The authors recommend a more …
Online Information Values For Recreational Travellers: A Review Of Online Sources In Decision Making For An Unfamiliar Long Haul Destination, Robert Grant
Faculty of Commerce - Papers (Archive)
Acquisition or purchase of travel arrangements involves an exchange of information which is theoretically suited for transfer from offline to online interaction. The ability to digitise material and ease access through searchability based on metatags (Reedy and Schullo, 2004, p 276) make the internet a potentially ideal medium for information gathering and exchange. This paper reviews the value of information sources for consumer decision making for a high involvement experience product with multiple and variable components and points to further research which help our understanding of the value of electronic networks.