Examining the relationship between knowledge sharing, innovation culture and organizational citizenship in the media and creative industry: A proposed framework

Saleh Alahmdi, Saleh Mohammed and Sufian, Atirah (2026) Examining the relationship between knowledge sharing, innovation culture and organizational citizenship in the media and creative industry: A proposed framework. International Journal of Research and Innovation in Social Science (IJRISS), X (III). pp. 648-655. ISSN 2454-6186

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Abstract

The media and creative industry operates in a highly dynamic and innovation-driven environment where collaboration, creativity, and voluntary employee engagement are critical for organizational success. This paper proposes a conceptual framework examining the relationships between knowledge sharing(KS), innovation culture, and organizational citizenship behavior (OCB) within the media and creative sector. Drawing on Social Exchange Theory and the Knowledge-Based View of the firm, the study suggests that knowledge sharing positively influences organizational citizenship behavior both directly and indirectly through innovation culture(IC). Innovation culture is proposed as a mediating mechanism that enhances the positive effects of knowledge exchange on discretionary employee behaviors. The paper contributes to the literature by integrating these constructs into a unified framework tailored to the characteristics of the media and creative industry. The study concludes with theoretical and practical implications and directions for future empirical validation.

Item Type:	Article
Uncontrolled Keywords:	Knowledge sharing, Innovation culture, Organizational citizenship, Proposed framework
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	13 Jul 2026 07:20
Last Modified:	13 Jul 2026 07:20
URI:	http://eprints.utem.edu.my/id/eprint/29985
Statistic Details:	View Download Statistic

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