Magnetic graphene nanoribbons (GNRs) have become promising candidates for future applications, including quantum technologies. Here, we characterize magnetic states hosted by chiral graphene nanoribbons (chGNRs). The substitution of a hydrogen atom at the chGNR edge by a ketone group effectively adds one p_z electron to the {pi}-electron network, thus producing an unpaired {pi} radical. A closely related scenario occurs for regular ketone-functionalized chGNRs in which one oxygen atom is missing. Two such radical states can interact via exchange coupling and we study those interactions as a function of their relative position, which includes a remarkable dependence on the chirality, as well as on the nature of the surrounding GNR, i.e., with or without ketone functionalization. In addition, we determine the parameters whereby this type of systems with oxygen heteroatoms can be adequately described within the widely used mean-field Hubbard model. Altogether, we provide new insights to both theoretically model and devise GNR-based nanostructures with tunable magnetic properties.