Internal Public Relations Influence on Organizational Citizenship Behaviors: Integrating Social Identity Perspectives in Organizational Contexts

Authors

Daewook Kim, Media & Communication, Daegu University, Republic of KoreaFollow

Abstract

This study examined how internal public relations encourages employees to participate in organizational citizenship behaviors. Using a national survey of employees (N = 339), we tested a conceptual model that proposed linkages among dialogic internal communication, organizational social capital, communal relationships, and organizational citizenship behaviors. The results suggest dialogic internal communication can enhance organizational social capital and encourage internal publics to participate in organizational citizenship behaviors. Additionally, organizational social capital mediated the effects of dialogic internal communication on communal relationships and organizational citizenship behaviors. The findings highlight a critical connection between public relations and social identity perspectives within organizational contexts.

Recommended Citation

Kim, Daewook (2026) "Internal Public Relations Influence on Organizational Citizenship Behaviors: Integrating Social Identity Perspectives in Organizational Contexts," Asia Marketing Journal: Vol. 28 : Iss. 1 , Article 5.
Available at: https://doi.org/10.53728/2765-6500.1675

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This work is licensed under a Creative Commons Attribution 4.0 License.