The effect of cognitive-affective interplay on volunteerism: an empirical study of charity organizations

The main purpose of present study is to apply the social identity theory and concepts to internal marketing, moral identity and moral emotions research in order to empirically test a conceptual model of voluntary participation in the charity context of England. The conceptual model integrated individual and organizational level antecedents (moral identity and moral emotions, and internal marketing), mediating processes (empathy, gratitude and identity salience) and relationship outcomes (participation and turnover intentions). At its core, the study examined empirically the multiple facets of social identity theory, such as the cognitive-affective relationships of moral identity and moral emotions that underscore volunteering in charities.

The study reviewed the literature in great depth in order to frame its theoretical and empirical contributions. Accordingly, the study provided a framework to investigate the volunteer’s view point about organizational internal marketing, stimulating their moral identity and moral emotions that ultimately improve their participation and longevity turnover intentions. Essentially, the study thus provides new insights on how charities might positively influence volunteers’ pro-social behaviours. To the best of knowledge of the researcher, there has been no quantitative study that has empirically tested how internal marketing underpins the cognitive-affective dimensions of charity volunteers’ attitude formation in a way that leads to multiple relationship outcomes. The significance of the study is shown by the findings, contributions to scholarship in the field and implications for relevant practitioners.