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Volunteer engagement: drivers and outcomes on non-profits’ co-creation of value

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  • Manuel Matos

    (University of Porto)

  • Teresa Fernandes

    (University of Porto)

Abstract

Engagement plays a key role for most organizations. Establishing close relationships with consumers and other stakeholders - thus promoting their loyalty and participation in the value creation process – has become an element of competitive advantage. Extant literature has focused consumer-brands relationships in commercial contexts; yet, when it comes to non-commercial or non-profit contexts - where communities of decidedly engaged individuals voluntarily invest their time and energy to a cause – research is still in its infancy. This study sets out to understand how non-profit organizations (NPO) can generate a sense of engagement among volunteers and which volunteers’ behaviours - associated with that psychological state – entice value co-creation with NPO. Group interviews were carried out with volunteers to gain insights on drivers and outcomes of Volunteer Engagement (VE). Value congruence between volunteers and NPO, a sense of community, as well as perceptions of competence and autonomy, were identified as drivers of VE. The study further validated the impact of VE not only on somewhat predictable outcomes, such as NPO loyalty and advocacy, but also on the co-creation of value with NPO through the recruitment of new volunteers and the development of new ideas for service innovation.

Suggested Citation

  • Manuel Matos & Teresa Fernandes, 2021. "Volunteer engagement: drivers and outcomes on non-profits’ co-creation of value," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 471-490, December.
    • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:4:d:10.1007_s12208-021-00282-7
    DOI: 10.1007/s12208-021-00282-7
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    References listed on IDEAS

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    1. Sanna Malinen & Lotta Harju, 2017. "Volunteer Engagement: Exploring the Distinction Between Job and Organizational Engagement," Post-Print hal-02312427, HAL.
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    7. Matthew Alexander & Elina Jaakkola & Linda Hollebeek, 2018. "Zooming out: actor engagement beyond the dyadic," Post-Print hal-02008939, HAL.
    8. Cassandra France & Bill Merrilees & Dale Miller, 2016. "An integrated model of customer-brand engagement: Drivers and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 119-136, March.
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    Cited by:

    1. Karolina Kaczorowska & Jodie Conduit & Steven Goodman, 2024. "Engaging through storytelling: the interplay of engagement with a story, cause, and charity," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 265-292, May.
    2. Young-joo Lee, 2022. "Social media capital and civic engagement: Does type of connection matter?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 167-189, March.

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