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

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Abstract:

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.

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

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2012.40.10.1725

Publication date: November 1, 2012

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