Volunteering through word-of-mouth and organizational communication
Integrative literature review and proposed research directions
DOI:
https://doi.org/10.14267/VEZTUD.2024.04.05Keywords:
volunteering, organizational communication, word-of-mouth, nonprofit marketingAbstract
Due to the frequent crises occurring nowadays, the role of volunteer organizations is more important than ever, and to help efficiently, organizations need volunteers. Volunteering as a phenomenon has been studied from the angle of individual characteristics (motivation, gender, age, cultural aspects, etc.), the effects of volunteering (for example subjective well-being and satisfaction), and organizational aspects (psychological contract, employee volunteering, reliability, and contribution). The role of communication has also been identified, with the dominant themes being recruitment and communication about the volunteering activity. The aim of this study is to summarize the results of previous research on volunteering through an integrative literature review and to outline possible directions for further research. Among several research directions identified, one of the most important is the complex investigation of the intention to volunteer using the theory of planned behavior in terms of the content of recruitment messages and the moderating effect of word-of-mouth advertising.
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