What's in it for me? Virtual conspicuous donation strategies as a source of value in blood donation
Mortimer, Gary & Chell, Kathleen (2013) What's in it for me? Virtual conspicuous donation strategies as a source of value in blood donation. In World Social Marketing Conference 2013, 21-23 April 2013, Westin Harbour Castle, Toronto, Canada. (Unpublished)
Providing an incentive is becoming common practice among blood service organisations. Driven by self-orientated motives rather than pure philanthropic intentions, research is showing that people increasingly want something in return for their support. It is contended that individuals donate conspicuously with the hope it will improve their social standing. Yet there is limited evidence for the effectiveness of conspicuous recognition strategies, and no studies, to the researcher’s knowledge, that have examined conspicuous donation strategies in an online social media context. There is a need to understand what value drives individuals to donate blood, and whether conspicuous donation strategies are a source of such value post blood donation. The purpose of this paper is to conceptualise how conspicuous donation strategies, in the form of virtual badges on social media sites, can be applied to the social behaviour of blood donation, as a value-adding tool, to encourage repeat behaviour.
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|Item Type:||Conference Paper|
|Keywords:||blood donation, social media|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2013 The Author(s)|
|Deposited On:||20 Nov 2013 22:44|
|Last Modified:||21 Nov 2013 19:35|
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