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Keywords: Motivation opportunity and ability (MOA)
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2016) 6 (4): 412–427.
Published: 10 October 2016
... the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework. Design/methodology/approach This is a conceptual paper that proposes the MOAB framework to understand...
