Prospects for using charity lotteries in social marketing.

ABSTRACT: Background: The purpose of this work is to study the prospects of using charity lotteries as a marketing tool for involving consumers and employees in charitable activities. Methods: The research methodology is based on the principles of the theory of planned behavior by Ajzen. Results: The study confirmed that behavioral intention is correlated with actual behavior. Subjective norms factors have the most significant influence on behavioral intention. Conclusions: Correlation analysis allowed us to establish a weak effect of socio-demographic characteristics (Age, Gender, Capital Status, Ownership of Home, Educational Qualification, Employment, Annual Income) on behavior. The experience of participating in the lottery in the past also turned out to be insignific

SUBMITTER: Evgenievich Barykin S 

PROVIDER: S-EPMC9350437 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature