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The Moderating Role of Online Community Participation in the Relationship Between Internal Marketing and Organizational Citizenship Behavior

by Tseng, Kuo-Hung , Chen, Che-Wei , Chang, Chi-Cheng

in Citizenship / Community Involvement / Hierarchy / Internal Marketing / Internet / Marketing / Online Community Participation / Organizational Behavior / Organizational Citizenship Behavior / Organizational citizenship behaviour / Participation / Power / Studies / Taiwan / Virtual Reality / Websites

2012

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The Moderating Role of Online Community Participation in the Relationship Between Internal Marketing and Organizational Citizenship Behavior

by Tseng, Kuo-Hung , Chen, Che-Wei , Chang, Chi-Cheng

2012

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The Moderating Role of Online Community Participation in the Relationship Between Internal Marketing and Organizational Citizenship Behavior

by Tseng, Kuo-Hung , Chen, Che-Wei , Chang, Chi-Cheng

2012

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Journal Article

The Moderating Role of Online Community Participation in the Relationship Between Internal Marketing and Organizational Citizenship Behavior

Tseng, Kuo-Hung,

Chen, Che-Wei,

Chang, Chi-Cheng

2012

Overview

In this study we used hierarchical regression to examine the influence of internal marketing on organizational citizenship behavior (OCB) and how online community participation acted as a moderator on the relationship between internal marketing and OCB. We developed a questionnaire and distributed copies of this to 200 employees in a publicly owned power company in Taiwan. The results indicated that internal marketing had a positive effect on OCB and that online community participation acted as a moderator in the relationship between internal marketing and OCB.

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Publisher

Scientific Journal Publishers,Scientific Journal Publishers, Ltd,Scientific Journal Publishers Ltd

Subject

Citizenship

/ Community Involvement

/ Online Community Participation