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

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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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Keywords: INTERNAL MARKETING; ONLINE COMMUNITY PARTICIPATION; ORGANIZATIONAL CITIZENSHIP BEHAVIOR

Document Type: Research Article

Publication date: 2012-11-01

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