پژوهشهای مدیریت عمومی (Jun 2024)
Investigating the Effect of Citizenship Rights Awareness on the Occurrence of Organizational Citizenship Behaviors by Exploring the Moderating role of Media Literacy
Abstract
AbstractIn the last two decades, the concept of organizational citizenship behavior has been widely discussed due to its importance in organizational performance, while less research has examined the external factors affecting it, so this study investigates the impact of citizenship rights awareness on organizational citizenship behaviors as an extra-organizational component through considering the employees working at the municipalities of seven biggest cities of Sistan and Baluchestan province, Iran, as a statistical population. This research introduces media literacy as one of the most influential variables on the knowledge, perceptions and attitudes of people in the present time as a moderating variable for the first time in the field of management. Using 3 questionnaires with confirmed validity and reliability, as well as using Pearson correlation coefficient, regression tests, and SEM, the hypotheses of this research were examined and it was concluded that not only awareness of citizenship rights can cause increasing organizational citizenship behaviors in municipality employees, but also media literacy is a significant modifier in this regard. Therefore, managers of organizations should be aware that it is time to pay more attention to extra-organizational factors (beyond the factors of individual behaviors, organizational behaviors and organizational structures) to increase organizational citizenship behaviors while the effective role of media literacy on perception and cognition of employees should not be neglected.IntroductionCitizenship reflects the links between the individual and society in the form of rights, obligations and responsibilities and provides a framework for the interaction of individuals, groups and institutions (Kaldi and Purdenhad, 2012). Therefore, people's awareness of their rights not only leads to the establishment and consolidation of social security and welfare, but also this awareness can have positive effects on society and also on the groups in which the individual is a member, such as organizations (Jung, 2020). In recent years, attention to the effects of citizenship rights and awareness on social and organizational behaviors has expanded, although there are still few studies to examine the effects of variables such as: awareness of citizenship rights, perceived citizenship rights, and feelings and attitudes toward it. Organizational behavior variables are addressed. Therefore, this study aims to answer the question of whether employees' greater awareness of their citizenship rights leads to more organizational citizenship behaviors?Theoretical FrameworkResearchers consider citizenship to include a set of individual and social rights and duties that express the need for human beings to coexist peacefully with others and to be aware of their rights and duties in social relations (Sharafi and Taherpour, 2016).The concept of organizational citizenship behavior is one of the concepts related to management motivational theories, which was first proposed in 1983 and has been one of the most controversial topics of organizational behavior and means voluntary and conscious behavior that is useful for the organization but It has not been directly and explicitly identified by organizational reward systems, although it has a strong impact on organizational effectiveness (Shim and Firman, 2015; Ranaei et al., 2013).Media literacy pays attention to the audience's perception of how the media work and the ways of meaning-making in them and tries to make this analysis a habit for the audience (Afshani, Mazidi and Sadri, 2018).MethodologyThis research is applied in terms of purpose, which is done quantitatively and using descriptive data collection, and is of the correlation type, which means that it tries to discover the relationships between variables using the correlation coefficient. The statistical population of the study consists of official and unofficial employees of the municipalities of 7 major cities of Sistan and Baluchestan province (Zahedan, Zabol, Iranshahr, Chabahar, Saravan, Khash, Konarak), which are a total of 1750 people. The sample size was selected using Morgan table of 316 people and the type of random sampling was determined. The response rate to the questionnaire was 81%. To collect information in this research, a combination of three questionnaires has been used.In order to confirm the significance of the correlation between the research variables, Pearson correlation analysis was performed and also to measure the causal relationships between variables in the form of multivariate analysis, SEM method in AMOS software was used.DiscussionThis study showed that the set of organizational behaviors is also directly affected by awareness of organizational citizenship behaviors. Meanwhile, media literacy plays a key role in promoting citizenship rights on the one hand and promoting voluntary social activities on the other. Media literacy leads a person to adhere to moral principles and to be present in the organization with a higher work conscience and more than self-sacrifice and openness.
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