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

• Tipo: Artigo em Revista Científica Internacional
• Data: 2021

Autores

Manuel Matos (Autor) FEP; Teresa Fernandes (Autor) FEP

Revista

Título: International Review on Public and Nonprofit Marketing

Vol. 18 Nº 4

Páginas: 471-490

ISSN: 1865-1984

Editora: Springer Nature

Indexação

ISI Web of Knowledge - 6 Citações

Scopus - 7 Citações

Classificação Científica

CORDIS: Ciências Sociais

FOS: Ciências sociais

Outras Informações

ID Authenticus: P-00T-FFY

DOI: 10.1007/s12208-021-00282-7

Abstract (EN): 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.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 20