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

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Chi-Cheng Chang
Kuo-Hung Tseng
Che-Wei Chen
Cite this article:  Chang, C., Tseng, K., & Chen, C. (2012). The moderating role of online community participation in the relationship between internal marketing and organizational citizenship behavior. Social Behavior and Personality: An international journal, 40(10), 1725-1738.


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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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