Abstract
The growing use of technology and social media has resulted in the emergence of digital influencers, a new profession capable of changing the mentalities and behaviours of those who follow them. This study arises to better understand the potential impact digital influencers might have on the Portuguese population’s purchase behaviour and patterns, and for this purpose, seven hypotheses were formulated. An online questionnaire was conducted to respond to these theoretical assumptions and collected data from 175 respondents. A total of 129 valid answers were considered. It was possible to conclude that purchase intention does not necessarily translate into a purchase action. It was also concluded that the relationship between social network use and the purchase of products/services recommended by influencers is only significant for Instagram. Furthermore, individuals’ Generation is not significantly linked with purchasing a product/service recommended by influencers. Furthermore, a small percentage of respondents have also identified themselves as impulsive shoppers and perceived Instagram as their favourite social network. With the results of this study, it is also possible to state that the influencer’s opinion was classified as the last factor considered in the purchase decision process. Additionally, there is a weak negative association between purchasing a product/service recommended by influencers with sponsorship disclosure and remunerated partnership, which decreases credibility and discourages purchasing.

Abstract
The consumption of plant-based beverages has seen a substantial increase in Portugal, which reflects the consumers changing eating habits, due to their growing ethical and environmental concerns. This study takes into account a specific Portuguese brand of plant-based beverages and empirically tested, using the PLS-SEM technique, a conceptual model to analyze the impact of perceived value, brand equity and satisfaction on loyalty intentions of Portuguese plant-based beverages' consumers. Based on 216 responses to a survey questionnaire, both the perceived value and the brand equity of this plant-based beverage brand explain satisfaction and loyalty intention. Moreover, brand equity mediates the relationship between perceived value and satisfaction and loyalty intention being this indirect effect more relevant than the direct one.

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PurposeNon-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and for the effective and efficient functioning of NPO, with significant implications for society at large. Yet, literature on volunteer engagement (VE) is limited to date. Grounded on service-dominant logic, self-congruity theory and self-determination theory, this study aims to understand what motivates VE and how it may evolve into a co-creation process valuable to NPO and its stakeholders.Design/methodology/approachBased on survey data collected from 450 volunteers, working with a diverse set of NPO, a comprehensive model of drivers and outcomes of VE was empirically tested using PLS-SEM, considering the mediating role of volunteers' congruence with the core values of the NPO.FindingsThe impact of volunteers' perceived autonomy, competence and relatedness on VE and its subsequent role in volunteers' loyalty and extra-role engagement behaviors (i.e. co-development, influencing and mobilizing behaviors) were validated. Moreover, the study validates value congruence as an internalizing mediating mechanism in the engagement process, a role that has been implied but not empirically tested.Originality/valueThe study contributes to the engagement and volunteering literature, which despite an unprecedented parallel have developed almost independently, with limited reference to one another. As the nomological network of VE is still underexplored, the study extends the engagement literature to the volunteering sector, validating the key (but underexplored) role of self-determination needs and value congruence in driving VE and value co-creation behaviors. The study further adds to engagement research while addressing other actors' engagement beyond the customer-brand dyad. While adopting a seldom explored marketing perspective of VE, this study provides NPO valuable insights on how to manage and engage volunteers.

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