Social Behavior and Personality An International Journal · 2012 · 15 citations · 18 references
ManagementMarketingOrganizational BehaviorDigital MarketingOrganizational CommunicationSocial InfluenceCorporate CitizenshipInternal MarketingOrganizational Citizenship BehaviorVirtual CommunitiesEmployee Citizenship BehaviorModerating EffectsOnline Community ModerationOnline Community ParticipationOrganizational Citizenship Behavior Toward The Organization
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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The Social Life of Information
Brown Seely, John Seely Brown, Paul Duguid · Work Study · 2000 · 2.7K citations