Exploring Factors that Influence Organizational Citizenship Behavior in the Advertising Industry

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.

How Did It Happen: Organizational Commitment and Work-Life Balance Affect Organizational Citizenship Behavior

“…Organizational Citizenship Behavior both within the individual and organizational spheres is a priority concern, to respond to dynamic environmental challenges and intense competition in an all-digital era, organizations must develop and enhance knowledge about the main organization, namely human resources (Medsker et al, 1994;Newstrom, 2011;Luthans et al, 2012;McShane & Glinov, 2015;Rohman et al, 2022). There needs to be a change in the Human Resources (HR) function, which previously served as executive staff to become a strategic partner and agent of change (Yukl & Van Fleet, 1982;Podsakoff et al, 2000;Van Dyne & Ellis, 2004;Organ et al, 2006;Soelton et al, 2023) Furthermore, in addition to the resulting output being very beneficial for an organization, maximum results will be achieved if employees are expected to increase the function of understanding the potential of the individual himself, his family, and society, to increase added value in the standard of living (Steyrer et al, 2008;Soelton et al, 2020).…”

CUSTOMER LOYALTY DITINJAU DARI ADVERTISING, SALES PROMOTION DAN BRAND IMAGE PADA FRANCHISE ICE CREAM & TEA

“…Menurut Hanaysha (2020) advertising adalah strategi pemasaran yang direncanakan oleh perusahaan untuk memotivasi calon pelanggan agar membeli suatu produk atau layanan, dengan menyediakan manfaat yang disediakan dan kemampuannya dalam memenuhi kebutuhan pelanggan. Advertising digunakan untuk menarik perhatian masyarakat melalui media massa dengan menyajikan konten atau pesan yang menarik sehingga bertujuan untuk mempromosikan produk atau jasa dari sebuah perusahaan (Soelton et al, 2023).…”