Leveraging an ‘economy of kindness’ through non-monetary value exchange to improve community well-being
研究了在货币稀缺时，人们如何通过以物易物、准货币交换和捐赠等非货币价值交换实践，利用善意表达来提升个人和社区福祉，对市场营销理论和实践有启示。
Our research study investigates how expressions and acts of kindness are leveraged through non-monetary value exchange practices to improve individual and community well-being when money was scarce. A qualitative netnographic study was conducted to examine the non-monetary value exchange practices amongst members of the Barter for Better Fiji platform. Data were collected through online observation and participation, conversational interviews, and archival and netnographic methods. The interpretation of the data revealed that Barter for Better Fiji members leveraged an ‘economy of kindness’ through three non-monetary value exchange practices (i.e. bartering, near-money exchange and donating) to improve individual and community well-being. The marketing theory and practice implications of leveraging expressions and acts of kindness through value exchange practices are discussed.