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

Paper Details

Authors: Kim D.

DOI: 10.53728/2765-6500.1675

Journal: Asia Marketing Journal

Year: 2026

Publisher: Korean Marketing Association

Document Type: Article

Open Access: All Open Access; Gold Open Access; Green Open Access

Cited by: 0

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. © (2026), (Korean Marketing Association). All rights reserved.

Keywords

Communal relationships; Dialogic internal communication; Internal public relations; Organizational citizenship behaviors; Organizational social capital

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