Exploring sources and outcomes of trust and commitment to nonprofit organizations: The case of Amnesty International Portugal

Abstract

The interactions between customers and organizations have been regarded as a core aspect in cocreating and developing new products and practices. The current study explores these interactions in the context of citizens and nonprofit organizations. The study comprises two parts: (a) a qualitative approach using interviews and the analysis of social networks to better understand the organization's social media marketing practices and corresponding outcomes and (b) a quantitative approach to analyze antecedents and outcomes of trust and being committed to participate in a nonprofit organization such as Amnesty International. From the qualitative approach, the findings highlight that Amnesty International uses social media (Facebook) to share information, and citizens tend to consider sharing posts, but they do not express new ideas or interact with the organization. These findings contribute to structure the model analyzed in the second stage of the research. Regarding the qualitative approach, the results show that organizational credibility is the most significant driver of trust followed by communicative ability. Affectively commitment to participation and relationship perception act as outcomes of overall commitment.

Cause-Related Marketing in the Digital Era: How Enterprises Can Deal with International Campaigns in Individualist Versus Collectivist Countries

“…Previous studies on CRM can be clustered into three groups: (i) studies exploring consumers' attitude to, and perspectives of CRM initiatives (e.g., Krishna, 2011;Chen and Huang, 2016;Koschate-Fischer et al, 2016), (ii) research around CRM performance from for-profit organizations' viewpoint (Lichtenstein et al, 2004;Andrews et al, 2014), (iii) analyzing the effects of CRM from non-profit organizations' perspective (e.g., Nelson and Vilela, 2017;Loureiro et al, 2018).…”

Prosumer's commitment model: The case of a biodiesel cooperative

“…The study by Loureiro et al, (2017) Based on the above, the variable "participatory commitment" is proposed, which seeks to measure the active component of commitment through three types of action: (i) be informed (low commitment), (ii) shared experiences (medium commitment), and (iii) participate in activities that promote the production and consumption of biodiesel (high commitment). Given the result or goal of the biodiesel prosumer's commitment is to have the cooperative contribute to the sustainable development of their community, the following hypothesis is proposed:…”

“…Given that affective or nonactive commitment refers to the consumer's desire to see the organization survive in the long term and to maintain their relationship with it, in our case study, it is recognized that this supports the survival of the biodiesel cooperative. Taking as a basis the observable variables proposed by Kuo and Feng (2013) and Loureiro et al, (2017), this paper proposes to measure the affective commitment of the prosumer through (i) the identification of the prosumer with the goals and values of the co-op and (ii) the importance of supporting the co-op as a member for its prevalence in the future.…”

“…Within this force, affective commitment establishes a long-term relationship between the organization and the user, because it creates a feeling of belonging, increases the motivation to participate, and influences loyalty towards the organization (Garbarino & Johnson, 1999;Loureiro, Sarmento, & Galelo, 2017). Loureiro et al, (2017) find that a high level of commitment is reflected in the action of users and influences their participation in value cocreation activities in organizations that contribute to the increase of some social welfare called "affectively committed to participate." Observing that, the component to act or participate is mediated by the affective component of the commitment to identify with the organization.…”

“…For participatory commitment, the observable variables were considered as different types of action carried out by the biodiesel prosumer (Kuo & Feng, 2013;Loureiro et al, 2017), and for affective commitment, the observable variables were considered as the degree of identification of the biodiesel prosumer with the goals of the organization and its prevalence in the future (Allen & Meyer, 1990;Garbarino & Johnson, 1999;Johnson, Herrman, & Huber, 2006;Meyer & Herscovitch, 2001).…”