THE ROLE OF HIGH-PERFORMANCE WORKPLACE MANAGEMENT IN ENHANCING ORGANIZATIONAL CITIZENSHIP BEHAVIOUR: EVIDENCE FROM THE MEDIA SECTOR

The media sector is a highly competitive industry, where organizations strive to maintain their market share by providing high-quality services to their customers. In this context, the role of HPWM cannot be underestimated. HPWM practices are specifically formulated to establish a conducive work environment that fosters active employee engagement, engagement, and productivity, which ultimately lead to better organizational outcomes. The objective of this study is to examine how HPWM practices influence OCB in the media sector. A thorough literature review was conducted to explore the existing research on HPWM and OCB, resulting in the creation of a theoretical framework that shows how these two variables relate to one another. The paper concludes by suggesting that HPWM practices have a significant positive impact on OCB, and that media organizations should invest in such practices to improve their overall performance.