నైరూప్య

Empirical study on influence mechanism of employees’ creative behave in microblogging marketing

Cao Yun-Zhong, Li Xiao-Lin

Microblogging has become an important online marketing tool for companies. The marketing performance in microblogging platform depends greatly on the employees’ creative behave. In this paper, we aim to explore the influence factors of employees’ creative behave in microblogging marketing. Considering the social cognition and motivation theory, we propose a theoretical model to verify the influence mechanism of employees’ creative behave by introducing two intermediary variables such as creative self-efficacy and intrinsic motivation. Structural equation model is employed to test the theoretical hypotheses by using the data from sample survey. The empirical results indicate that team support not only directly affects employees’ creative behavior, but also indirectly affect employees’ creative behavior via creative self-efficacy and the intrinsic motivation, task complexity indirectly affect employees’ creative behavior via creative self-efficacy. Meanwhile, creative self-efficacy also directly affects intrinsic motivation. The research conclusion reveals the internal mechanism of improving the employees’ creativity, and has theoretical guidance and practical significance for promoting the microblogging marketing performance.