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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 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

Keywords

  • Internal marketing
  • Online community participation
  • Organizational citizenship behavior

ASJC Scopus subject areas

  • Social Psychology

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