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<p>Few studies have explored state mobilization strategies in promoting volunteerism. This article examines how a state-initiated publicity campaign has influenced Chinese individuals’ intention to volunteer, as well as the moderating effect of publicity framing on this process. Based on an online survey experiment, the results indicate that individuals’ willingness to volunteer and their intended duration of volunteering increase significantly when informed of a high-intensity state-initiated publicity campaign. Additionally, individual-oriented framing is more effective in enhancing individuals’ intention to volunteer than national-oriented framing. These findings contribute to the understanding of the role of the state in volunteerism.</p>

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State mobilization and volunteering: testing the effect of a publicity campaign through a survey experiment in China

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年5月12日

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  • Huan Wang,
  • Peiye Wei

摘要

Few studies have explored state mobilization strategies in promoting volunteerism. This article examines how a state-initiated publicity campaign has influenced Chinese individuals’ intention to volunteer, as well as the moderating effect of publicity framing on this process. Based on an online survey experiment, the results indicate that individuals’ willingness to volunteer and their intended duration of volunteering increase significantly when informed of a high-intensity state-initiated publicity campaign. Additionally, individual-oriented framing is more effective in enhancing individuals’ intention to volunteer than national-oriented framing. These findings contribute to the understanding of the role of the state in volunteerism.