Mediating Effect of Marketing Self-Efficacy on Organizational Citizenship Behavior and Innovative Behavior

Abstract

An examination of marketing self-efficacy (MSE) role as a mediator between marketers' innovative behavior (IB) and organizational citizenship behavior (OCB) in five Nigerian breweries was the ultimate objective of this research. A cross sectional survey design was adopted in collecting data from a non-probability purposive sample of two hundred and fifty-eight marketers in the selected breweries. Data collection was by means of a self-administered questionnaire. STATA statistical software was used in data analysis and hypotheses were tested using structural equation modeling. Findings showed that IB was positive and significantly related to both OCB (β = 0.069, p < 0.05) and MSE (β = 0.498, p < 0.05, while MSE was positive and significantly related to OCB (β = 0.152, p < 0.05). Furthermore, it was found that MSE partially mediates the relationship between OCB and IB (since the indirect effect was significant at p < 0.05). The study concluded that among marketers, OCB directly predicted IB and that MSE partially mediated the relationship between OCB and IB. The study recommends that marketers in the brewery industries in Nigeria should develop MSE to improve their innovative and citizenship behaviors, which will in turn enhance organizational performance.