The moderating role of online community participation in the relationship between internal marketing and organizational citizenship behavior

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

Research output: Contribution to journalArticle

7 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1725-1738
Number of pages14
JournalSocial Behavior and Personality
Volume40
Issue number10
DOIs
Publication statusPublished - 2012 Dec 10

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Keywords

  • Internal marketing
  • Online community participation
  • Organizational citizenship behavior

ASJC Scopus subject areas

  • Social Psychology

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