Effect of Creative Leadership on Innovative Work Behavior Mediated by Employee Creativity and Innovative Culture in Advertising and Media Industry

Aim of the Study: This study investigates the effect of creative leadership on innovative work behavior (IWB), emphasizing the mediating roles of employee creativity and innovative culture. Methodology: Utilizing a quantitative research design, data was collected through snowball sampling and an online questionnaire distributed via social media platforms such as WhatsApp, Instagram, and Facebook to Advertising and Media Industry of Pakistan. Findings: The analysis, conducted using SPSS and Hayes' Process Macro, involved 199 respondents and revealed that creative leadership significantly impacts IWB both directly and indirectly through the mediating effects of employee creativity and innovative culture. The findings underscore the importance of creative leadership in enhancing employee creativity by providing necessary support and resources, thereby promoting IWB. Additionally, creative leadership fosters an innovative culture that further mediates the relationship between leadership and IWB. Conclusion: These insights are critical for organizational leaders aiming to cultivate a culture of innovation by focusing on creative leadership and the development of both employee creativity and innovative culture. However, the study's reliance on snowball sampling and a predominantly sample from one industry limits the generalizability of the findings. Future research should include a more diverse and larger sample and explore these dynamics across different cultural and organizational contexts.