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

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.

Knowledge Sharing, Innovation Culture, Organizational Citizenship, Proposed Framework.

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