IDEAS home Printed from https://ideas.repec.org/p/sek/ibmpro/12713396.html
   My bibliography  Save this paper

The impact of social marketing activities on the performance of non-profit organizations

Author

Listed:
  • Ladislav Vagner

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

Abstract

This research paper aims to point out the power of social marketing concerning its importance and use for non-profit organizations. It is essential to know what possibilities the organization has within its promotion but on the other hand, for the organization to become aware, it cannot do without a creative idea. The introduction describes the primary theoretical inputs to the issue. Subsequently, keywords from selected journals dealing with non-profit organizations are analyzed to identify areas of marketing. A survey of random population growth was also carried out. The database from the questionnaire was analyzed by the method of stepwise regression analysis, based on which the strength of individual tools of social communication was identified. The Chi-Square Test was used to reveal significant relationships between the willingness to contribute to non-profit organizations and the use of particular social communication tools.

Suggested Citation

  • Ladislav Vagner, 2021. "The impact of social marketing activities on the performance of non-profit organizations," Proceedings of Business and Management Conferences 12713396, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:ibmpro:12713396
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/12th-business-management-conference-prague/table-of-content/detail?cid=127&iid=012&rid=13396
    File Function: First version, 2021
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    social marketing; non-profit; communication;
    All these keywords.

    JEL classification:

    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:ibmpro:12713396. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.