Abstract
This paper explores the intersection of user experience (UX) and marketing strategies within non-governmental organisations. Using the Component of User Experience framework, the study analyses qualitative data from user interactions with NGO websites, identifying six key themes that inform effective digital marketing practices. Balancing usability and emotional engagement, this research provides actionable insights for NGOs aiming to enhance user satisfaction, loyalty, and long-term engagement, reaffirming the framework’s relevance while showcasing its adaptability in non-commercial contexts.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 57th Academy of Marketing Conference Cork 2025 |
| Subtitle of host publication | Saints and Scholars |
| Editors | Dave Alton, Seán Tanner, Mary McCarthy |
| Publisher | Academy of Marketing |
| Pages | 55-56 |
| ISBN (Print) | 978-1-9196473-1-9 |
| Publication status | Published - Jul 2025 |
| Event | Academy of Marketing Conference 2025: Saints & Scholars - University College Cork, Cork, Ireland Duration: 7 Jul 2025 → 10 Jul 2025 Conference number: 57th |
Conference
| Conference | Academy of Marketing Conference 2025 |
|---|---|
| Abbreviated title | AM2025 |
| Country/Territory | Ireland |
| City | Cork |
| Period | 7/07/25 → 10/07/25 |