The Moderator Role of Organizational Silence in the Effect of Perceived Support on Individual Creativity and Internal Brand Value: An Application on Marketing Managers in Telecommunication Sector

Year 2025, Volume: 10 Issue: 3, 361 - 383, 08.11.2025

Yusuf Yazici

Abstract

In competitive industries, the effectiveness of employees in marketing departments is crucial for business success. Employees' perceived support and silence behaviors can influence their individual creativity and perceptions of internal brand value. This study aims to explore the impact of perceived support on creativity and internal brand value perceptions among employees in managerial roles within marketing departments in the telecommunications sector, while examining the moderating role of acquiescent silence. The research involved 197 employees. Results showed a positive and significant relationship between organizational support and individual creativity, as well as between organizational support and internal brand value. The moderating role of acquiescent silence was observed in the relationship between individual creativity and internal brand value, and between organizational support, leader support, and individual creativity. However, leader support did not significantly affect creativity or brand value, and acquiescent silence did not moderate the effect of support on brand value.

Keywords

Organizational support , leader support , individual creativity , internal brand value , organizational silence

Ethical Statement

ethical approval was obtained.

Algılanan Desteğin Bireysel Yaratıcılık ve İçsel Marka Değeri Üzerindeki Etkisinde Örgütsel Sessizliğin Düzenleyici Rolü: Telekomünikasyon Sektöründe Pazarlama Yöneticileri Üzerine Bir Uygulama

Abstract

Rekabetçi sektörlerde, pazarlama departmanlarındaki çalışanların etkinliği iş başarısı için çok önemlidir. Çalışanların algıladıkları destek ve sessizlik davranışları, bireysel yaratıcılıklarını ve içsel marka değeri algılarını etkileyebilir. Bu çalışmanın amacı, telekomünikasyon sektöründeki pazarlama departmanlarında yönetici rolündeki çalışanlar arasında algılanan desteğin yaratıcılık ve içsel marka değeri algıları üzerindeki etkisini araştırmak ve aynı zamanda kabullenici sessizliğin düzenleyici rolünü incelemektir. Araştırmaya 197 çalışan katılmıştır. Sonuçlar, örgütsel destek ile bireysel yaratıcılık arasında ve örgütsel destek ile içsel marka değeri arasında pozitif ve anlamlı bir ilişki olduğunu göstermiştir. Bireysel yaratıcılık ile içsel marka değeri arasındaki ilişkide ve örgütsel destek, lider desteği ve bireysel yaratıcılık arasındaki ilişkide kabullenici sessizliğin düzenleyici rolü gözlenmiştir. Bununla birlikte, lider desteği yaratıcılığı veya marka değerini anlamlı bir şekilde etkilememiş ve desteğin marka değeri üzerinde kabullenici sessizliğin düzenleyici etkisi tespit edilmemiştir.

Keywords

Örgütsel destek , lider desteği , bireysel yaratıcılık , içsel marka değeri , örgütsel sessizlik

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