The Moderator Role of Organizational Silence in the Effect of Perceived Support on Individual Creativity and Internal Brand Value: An Application on Marketing Managers in Telecommunication Sector

In competitive industries, the effectiveness of employees in marketing departments is crucial for business success. Employees' perceived support and silence behaviors can influence their individual creativity and perceptions of internal brand value. This study aims to explore the impact of perceived support on creativity and internal brand value perceptions among employees in managerial roles within marketing departments in the telecommunications sector, while examining the moderating role of acquiescent silence. The research involved 197 employees. Results showed a positive and significant relationship between organizational support and individual creativity, as well as between organizational support and internal brand value. The moderating role of acquiescent silence was observed in the relationship between individual creativity and internal brand value, and between organizational support, leader support, and individual creativity. However, leader support did not significantly affect creativity or brand value, and acquiescent silence did not moderate the effect of support on brand value.