De Vos, Svetlana; Ilicic, Jasmina; Quester, Pascale G.; … - In: European Journal of Marketing 55 (2020) 4, pp. 1203-1226
Purpose: With limited research on help-seeking in the social marketing domain, this research takes a unique perspective through the lens of McGuire’s psychological framework examining the intrinsic and extrinsic motivations (or perceived help-seeking benefits) influencing help-seeking...