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

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 c...

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Bibliographic Details
Published in:Social behavior and personality 2012-11, Vol.40 (10), p.1725-1738
Main Authors: Chang, Chi-Cheng, Tseng, Kuo-Hung, Chen, Che-Wei
Format: Article
Language:English
Subjects:
Community Involvement
Hierarchy
Internal Marketing
Internet
Marketing
Online Community Participation
Organizational Behavior
Organizational Citizenship Behavior
Power
Studies
Taiwan
Virtual Reality
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Summary: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.
ISSN:0301-2212
1179-6391
DOI:10.2224/sbp.2012.40.10.1725