Leadership internal communication and employee creativity; role of symmetrical communication, employee advocacy and proactive personality

Abstract

Purpose

This study aims to examine the relationship between managerial supportive communication, CEO relational communication and symmetrical internal communication. It specifically investigates the mediating role of symmetrical internal communication and employee advocacy, as well as the moderating influence of proactive personality on the link between employee advocacy and employee creativity.

Design/methodology/approach

A survey was conducted involving 290 full-time employees, and a Partial Least Square Structural Equation Modeling (PLS-SEM) statistical approach was used to assess the proposed relationships.

Findings

Both managerial supportive communication and CEO relational communication were found to be positively associated with symmetrical internal communication. Furthermore, results indicated that symmetrical internal communication and employee advocacy acted as strong mediators in the hypothesized relationships. Notably, the study also found that the impact of employee advocacy on employee creativity was significantly amplified in cases where employees exhibited a higher degree of proactive personality.

Practical implications

By emphasizing managerial supportive communication, enhancing CEO relational communication and promoting symmetrical internal communication and employee advocacy, organizations can create an environment conducive to innovation and creativity among employees. Additionally, recognizing the buffering effect of proactive personality on employee advocacy's impact on creativity enables organizations to better tailor their strategies for fostering creativity.

Originality/value

This research presents a novel contribution to the field by exploring the less-explored relationships between these critical communication factors and employee creativity. It uncovers the mediating and moderating mechanisms, shedding new light on how internal communication dynamics influence creativity. This unique approach provides an original perspective on the role of communication in promoting creativity at workplace.

Citation

Khalid, J., Mi, C., Ashraf, M.U. and Islam, M.S. (2024), "Leadership internal communication and employee creativity; role of symmetrical communication, employee advocacy and proactive personality", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-10-2023-0385