Research of the Social Marketing toPromote the International Volunteers

• Main Authors: Rey-nold Shieh, 謝雷諾
• Other Authors: SHU-HWA CHIU
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/44243813981013666381

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === Kotlor(2004) defined that the concept of social marketing, increasingly arising in recent years, is that targets are willing to reject, correct, or abandon a certain behavior, which is influenced by such marketing principles and technologies as to improve the interests of individuals, groups, or entire society. This paper reviews whether it is possible or not that the concept of social marketing is applied to promote the international volunteers. The study applied semi-construct interviews to ask 10 participants who engaged in international volunteers. And this study further analyzed findings to examine how to plan an effective social marketing strategy to promote international volunteers. The research results reveal that (a) the marketing messages emphasizing the value of international volunteers do benefit the consumers’ knowledge and attitude for international volunteers; (b) the marketing messages delivered by the concept of social marketing that brings the core value of international volunteers to increase individual interests can benefit the formation of consumers’ positive attitude and senses of recognition to international volunteers; (c) the concept of social marketing that brings the core value of international volunteers is indeed a better means for marketing messages.