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Full-Text Articles in Business
The Characteristics Of Potential Environmental Volunteers: Implications For Marketing Communications, Melanie J. Randle, Sara Dolnicar
The Characteristics Of Potential Environmental Volunteers: Implications For Marketing Communications, Melanie J. Randle, Sara Dolnicar
Faculty of Business - Papers (Archive)
Many environmental organisations rely on volunteers to provide important services that would otherwise not be provided by government. However, with the substantial growth in Australia's non-profit sector, the competition for volunteers has increased significantly. Non-profit organisations are implementing marketing strategies to convince potential volunteers that their particular cause is more worthy of an individual's valuable time than other leisure activities. Most studies of volunteers focus on individuals who are already involved; however, equally important is understanding those who have not previously volunteered but who stated their intention to do so in future. This study investigates this notion in the context …
A Qualitative Analysis Of Young Drivers' Perceptions Of Driver Distraction Social Marketing Interventions, Nathan Turnbull, Jennifer Algie
A Qualitative Analysis Of Young Drivers' Perceptions Of Driver Distraction Social Marketing Interventions, Nathan Turnbull, Jennifer Algie
Faculty of Business - Papers (Archive)
This study gives insight into why current driver distraction social marketing interventions are not motivating the high-risk target audience of young drivers to cease using their mobile phones when driving. Three focus groups (n=30) were conducted with drivers aged 18-25 years old to explore current attitudes and behaviours in regard to mobile phone use when driving. Additionally four emergent themes were identified from the target audience’s reactions to six social marketing interventions specifically targeting mobile phone cessation. These themes are analysed through the lens of the Extended Parallel Process Model (EPPM) comprising perceived severity, perceived susceptibility, response efficacy and self-efficacy.