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Examining the Relationship Between Knowledge Sharing, Innovation Culture and Organizational Citizenship in the Media and Creative Industry:A Proposed Framework

Author

Listed:
  • Saleh Mohammed Saleh Alahmdi

    (Faculty Of Technology Management and Technopreneur ship, Universiti Teknikal Malaysia Melaka, Durian Tunggal, Malacca 76100, Malaysia.)

  • Atirah Sufian

    (Faculty Of Technology Management and Technopreneur ship, Universiti Teknikal Malaysia Melaka, Durian Tunggal, Malacca 76100, Malaysia.)

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.

Suggested Citation

  • Saleh Mohammed Saleh Alahmdi & Atirah Sufian, 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, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(3), pages 648-655, March.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:3:p:648-655
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    References listed on IDEAS

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    1. Luis J. Camacho & Alpheaus Litheko & Michael Pasco & Susan R. Butac & Patricio Ramírez-Correa & Cristian Salazar-Concha & Celine Paula T. Magnait, 2024. "Examining the Role of Organizational Culture on Citizenship Behavior: The Mediating Effects of Environmental Knowledge and Attitude Toward Energy Savings," Administrative Sciences, MDPI, vol. 14(9), pages 1-22, August.
    2. Luis Ortiz-Ospino & Estiven González-Sarmiento & Jhoselin Roa-Perez, 2025. "Technology trends in the creative and cultural industries sector: a systematic literature review," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-29, December.
    3. Mita Kharisma & Yudi Azis & Mokhamad Anwar & Budi Harsanto & Mery Citra Sondari & Joeliaty, 2025. "Innovation Culture: A Systematic Literature Review," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 29(07n08), pages 1-84, October.
    4. Yanti Mayasari & Teddy Chandra, 2020. "Social capital for knowledge management system of the creative industry," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 14(4), pages 481-494, July.
    5. Wen Zhang & Xiaoshuang Zeng & Huigang Liang & Yajiong Xue & Xuanze Cao, 2023. "Understanding How Organizational Culture Affects Innovation Performance: A Management Context Perspective," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
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