Innovative work behavior and communication climate among employees of advertising agencies

ABSTRACT

The present study intended to explore the relationship between communication climate and innovative work behavior among employees of advertisement agencies of electronic and print media. It was hypothesized that innovative work behavior will be differentially related with communication climate. Effect of gender and experience were also examined in relation to innovative work behavior and communication climate. Sample of the study consisted of 150 employees [both men and women] working in human resource, research, and project management departments. Innovative Work Behavior Inventory [Nafees, 2006] and Communication Climate Scale [Costegen and Schmidler, 2001] were used to assess the innovative work behavior and communication climate, respectively. Findings showed that supportive communication climate was positively correlated with innovative work behavior while defensive communication climate reflected negative association with innovative work behavior. Results also revealed significant differences across gender as women reflected more innovative work behavior and supportive communication climate as compared to men. It was also found that fresh employees exhibited more innovative work behavior and supportive communication climate as compared to experienced employees. Future implications of the study were also discussed