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

International Journal of Religion Pub Date : 2024-07-25 DOI:10.61707/6pp4st31

Aruoren Emmanuel Ejiroghene, Iyomaterie Ajiri Joseph, Obieroma Andrew Ajedafemu

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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.

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营销自我效能感对组织公民行为和创新行为的中介效应

本研究的最终目的是探讨营销自我效能（MSE）在尼日利亚五家啤酒厂的营销人员创新行为（IB）和组织公民行为（OCB）之间的中介作用。本研究采用横断面调查设计，从选定啤酒厂的 258 名营销人员中抽取非概率目的样本收集数据。数据收集采用自填问卷的方式。数据分析使用了 STATA 统计软件，并使用结构方程模型对假设进行了检验。研究结果表明，IB 与 OCB（β = 0.069，p < 0.05）和 MSE（β = 0.498，p < 0.05）呈显著正相关，而 MSE 与 OCB 呈显著正相关（β = 0.152，p < 0.05）。此外，研究还发现，MSE 在一定程度上介导了 OCB 和 IB 之间的关系（因为间接效应显著，p < 0.05）。研究得出结论，在营销人员中，OCB 直接预测 IB，而 MSE 部分介导了 OCB 和 IB 之间的关系。研究建议尼日利亚酿酒业的营销人员发展 MSE，以改善他们的创新和公民行为，进而提高组织绩效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Religion

CiteScore

0.80

自引率

0.00%

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