... to the antecedent of involvement and outcome of word-of-mouth (WOM). It also explores the moderating influence of service context by examining engagement within a social service versus a social networking site (SNS). Engagement with the dual focal objects of a service brand and a service community are also examined...

... organisations’ operations. Additionally, the study proves the positive effect of market orientation on the non‐profit outcomes and on the fulfilment of these organisations’ missions. © MCB UP Limited 2002 Market orientation Non‐profit organizations Social services Market orientation...