Attracting volunteers in highly multicultural societies: a marketing challenge

Randle, Melanie and Dolnicar, Sara (2012) Attracting volunteers in highly multicultural societies: a marketing challenge. Journal of Nonprofit and Public Sector Marketing, 24 4: 351-369. doi:10.1080/10495142.2012.733668

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Author Randle, Melanie
Dolnicar, Sara
Title Attracting volunteers in highly multicultural societies: a marketing challenge
Journal name Journal of Nonprofit and Public Sector Marketing   Check publisher's open access policy
ISSN 1049-5142
Publication date 2012-12-05
Year available 2012
Sub-type Article (original research)
DOI 10.1080/10495142.2012.733668
Open Access Status File (Author Post-print)
Volume 24
Issue 4
Start page 351
End page 369
Total pages 19
Place of publication Philadelphia, PA, United States
Publisher Routledge
Abstract Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heterogeneity is limited success of generic marketing campaigns. Using the theory of planned behavior, we investigate differences between Australian residents from different cultural backgrounds in their volunteering behavior. Groups differed in attitude, social norm, and perceived behavioral control, suggesting the need for customized marketing strategies. Theoretically, results provide evidence that volunteers in multicultural societies cannot be viewed as one homogeneous mass. Practically, results offer insight into the factors influencing the behavior of each cultural group, and can inform customized campaigns to tap into the large base of volunteers from different backgrounds.
Keyword Volunteering
Multicultural societies
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 4 times in Scopus Article | Citations
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Created: Wed, 26 Feb 2014, 23:41:03 EST by Sara Dolnicar on behalf of UQ Business School