Perceived Organizational Support - Effectuating Digital Marketing Communication and Facilitating Sustainable Development Goals 3, 8 and 16

Abstract

Rapidly proliferating organizational digital marketing communications (DMC) can adversely affect employees and, in turn, organizational success. Past research indicates that perceived organizational support (POS) engenders employee attitudinal and behavioral outcomes that warrant organizational success. However, studies evaluating the effects of POS on DMC employees are lacking. This study conducted an integrative literature review on POS to increase understanding related to it, determine how POS leads to DMC success, and facilitate organizational contribution towards SDGs 3, 8, and 16. Sixty-three papers were reviewed to conduct a qualitative thematic template analysis that identified significant themes of POS. The psychology of reciprocity was determined to engender DMC success. The mechanisms through which POS facilitates SDGs 3, 8, and 16 were illustrated. A conceptual framework is proposed delineating the pathway from POS to outcomes, including enablers, barriers, mediators, moderators, and boundary conditions. Future studies could identify more factors operating in this pathway.