The Role of Communication in Shaping Volunteer Behavior: The Influence of Word-of-Mouth, Motivations and Inhibiting Factors [before doctoral defense]

Kivonat, rövid leírás

Communication plays an important role in impacting individual attitudes and behaviors, as behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control (Ajzen, 1991). It is considered even more essential in contexts where decisions are shaped by interpersonal relations (Deutsch & Gerard, 1955, Hughes et al., 2025; Maxmudova, 2026). Among the different forms of communication, word-of-mouth (WOM) has gained increasing importance as a promotional and informational mechanism (Roy et al., 2024). This consists of encouraging consumers to communicate about a product or service to their friends and acquaintances, resulting in a chain of information exchange (Mason, 2008) that can be considered effective (López & Sicilia, 2014). Traditional WOM has transformed into electronic word-of-mouth (eWOM) due to the rise of digital technologies (Sun et al., 2006). These emerging digital platforms enable the rapid flow of information to a larger audience (Adila et al., 2020; Fan et al., 2020; Hendrickx & Vázquez-Herrero, 2024). Digital platforms help communication among strong-tied individuals and make it easier for strangers to talk to each other, which broadens the opportunities for interpersonal communication (Sen & Lerman, 2007). As a result, WOM and eWOM have become important sources of information influencing modern decision-making in various contexts (e.g., Nilashi et al., 2022; Al-Dmour et al., 2024; Perez-Aranda et al., 2026). Communication has become increasingly important for nonprofit organizations and activities as well, where volunteers are crucial for ensuring the smooth operation (Alfes et al., 2017; Windon et al., 2024) in many areas such as in relation to refugees (Sengupta et al., 2023). Volunteering is defined as an activity performed voluntarily, without monetary remuneration, and intended to serve the public good (Güntert et al., 2022). Contemporary social changes and recurring crises have further intensified the need for civic engagement and community support (Fényes & Kiss, 2011), as pandemics, armed conflicts, and economic instability have further increased reliance on volunteer-driven organizations (e.g., United Nations Volunteers, 2022; Sengupta et al., 2023). Due to the Russian-Ukrainian war, the number of Ukrainian refugees worldwide rose to above 5 million, with 65 450 residing in Hungary (UNHCR, 2025), highlighting the need to investigate volunteer behavior, including the role of communication processes in a crisis situation.