Exploring the impact of internal public relations practices on employee participation in organizational citizenship behaviors: Social identity perspectives in organizational contexts

The purpose of this study was to examine how internal public relations practices encourage internal publics to participate in organizational citizenship behaviors within their organizations. To do so, this study proposed a conceptual model regarding linkages among dialogic internal communication, organizational social capital, communal relationships, and organizational citizenship behaviors. The results suggest that dialogic internal communication can be a basis for enhancing organizational social capital and encouraging internal public to participate in organizational citizenship behaviors. Within this context, organizational social capital should be a necessary element to boost effects of dialogic internal communication on communal relationships and organizational citizenship behaviors. Those results can help build a bridge between public relations and organizational identity perspectives based on social identity perspective.