Creative self-efficacy and innovative behaviour amidst the digital deluge: unravelling their nexus with autonomy and workplace civility

Purpose The coronavirus disease 2019 outbreak has accelerated the pace of digital transformation, prompting a significant number of businesses to transition swiftly to online operations and remote sales, thus bringing an increase in the information and communication workload of employees. The potential negative psychological effects on individuals facing heightened job demands have been understudied. Thus, this study investigates digital transformation from the perspective of knowledge workers who contend with amplified information flows in their professional roles. Following the job demands-resources (JD-R) model, this study explores the relationship between information and communication overload and innovative behaviours of knowledge workers, mediated by creative self-efficacy. Design/methodology/approach This study utilises an empirical research framework to collect data from a sample of 277 knowledge workers in Kuwait. Structural equation modelling was employed to examine and confirm the hypotheses of the research model. Findings Our findings demonstrate that communication overload significantly enhances knowledge workers’ creative self-efficacy, thereby fostering innovative behaviour. Work autonomy negatively moderates the relationship between communication overload and innovative behaviour. Originality/value This study broadens the conceptualisation of job resources in the JD-R model to encompass workplace civility, thus providing insights for organisational policymakers on the overlooked individual psychological dimensions impacting knowledge workers’ engagement in digital transformation initiatives.