The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector

Increasing identity salience among volunteers is an approach that organizations can utilize to enhance volunteer numbers. While the importance of identity salience in influencing volunteering has been recognized in the literature, most previous studies of the antecedents of identity salience have focused on personal or brand related variables which can be difficult for non-profit organizations to influence. Drawing on marketing theory, we develop a new conceptual model that considers personal, brand and service encounter variables as antecedents of identity salience. Using in-depth interviews (n = 11) and a survey (n = 433), the research expands and tests seven antecedents of identity salience. These include: personal variables (interest in the domain (art), social responsibility), service encounter variables (participation frequency, social exclusion, visibility, and experience quality) and a brand variable (organizational prestige). In the context of art galleries, social responsibility, visibility, social exclusion and organizational prestige were found to be the key drivers of identity salience.PostprintPeer reviewe

Social marketing and the implementation of the National Disability Insurance Scheme

The National Disability Insurance Scheme (NDIS) is a nation-wide government policy designed to support people living with a disability (PWD) and constitutes a significant reform in the provision of disability funding in Australia. This reform is a rapidly implemented response to the poor living conditions for PWD, as identified in the Australian Productivity Commission\u27s report in 2011. It is founded on the social aim of empowering PWD with choice and control so they can live an ordinary life . As such the implementation of this policy could have benefited from the application of social marketing strategy from the beginning, as the intent of this policy is to drive behavioural change for social good

The circle of vulnerability and the myth of choice

2020, Emerald Publishing Limited. Purpose: People living with a disability (PWD) are often a marginalized vulnerable group who are economically and socially disadvantaged. This paper aims to explore the implementation of new social and financial policy reforms aimed at transforming the disability sector. Using the capabilities approach, the authors explore the experience of carers and evaluate how this sector may have become more exposed and vulnerable as a consequence of the new policy. Design/methodology/approach: This is a qualitative study with two rounds of semi-structured interviews; at initial-phase (n = 18) and post-phase (n = 14). Thematic analysis was applied to the capabilities and vulnerabilities framework to categorize and analyze the interview data. Findings: The findings show that there are many ways PWD and carers are experiencing increased levels of vulnerability because of their capabilities. There is evidence of increased vulnerability in the intersections between PWD/carers\u27 inherent nature, the disruption to vital social relationships and conflicting values and interests of stakeholders and the complexity of situational policy changes. Practical implications: Practical implications developed from the findings include identifying ways the government can improve its social marketing communication strategies. They also highlight the importance of building effective social support networks and provide guidelines for measuring capacity building to address some of the underlying factors leading to vulnerability. Originality/value: This paper introduces into social marketing, the three-factor vulnerability framework, which conceptualizes the nature of vulnerability, and examines and evaluates the intersections of these factors in relation to the capabilities approach