WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 20, 2023
Exploring Factors that Influence Organizational Citizenship Behavior in the Advertising Industry
Authors: Mochamad Soelton, Paijan Paijan, R. Joko Sugiharjo, Abdul Rahmat, Parwoto Parwoto, Supriyatno Supriyatno, Widia Rahmawati, Tantri Yanuar Rahmat Syah
Abstract: Advertising is presenting intriguing content or messages to the public through mass media to promote a company's products or services. In its development, the use of outdoor advertising media slowly began to shift to digital media marketing. Digital marketing is an effort to market a product or promote a brand using digital media or the internet. This research aims to examine the relationship between Organizational Communication and Perception of Organizational Support on Organizational Citizenship Behavior mediated by Work Motivation. Research design, all employees were sampled 125 employees and the analysis used was quantitative analysis using questionnaire data collection methods. Structural Equation Model was used as an analytical method, and Smart Partial least square was used as an analytical tool. Results, demonstrate that organizational communication and perceptions of organizational support have a major impact on organizational citizenship behavior, and Organizational Communication and Perceptions of Organizational Support on Organizational Citizenship Behavior can be mediated by motivation. Findings, massively prominent motivation affects employee behavior that is voluntary outside the job description and is not regulated by company regulations. However, it is incredibly valuable for the corporation since it may boost the organization's effectiveness and efficiency.
Keywords: Organizational Communication, Organizational Perception, Organizational Citizenship Behavior, Work Motivation, Advertising Industry
DOI: 10.37394/23207.2023.20.48WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 20, 2023, Art. #48