HOW SELF-EFFICACY INFLUENCES KNOWLEDGE SHARING AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: A SOCIAL APPROACH FORM EMPLOYEES OF PHARMACEUTICAL COMPANIES

This study focuses on how self-efficacy plays an important role as moderator between knowledge sharing and organizational citizenship behavior. The target population of this study comprises sales and operations department of pharmaceutical companies operating in Islamabad, Pakistan and the employees of pharmaceutical companies were taken as unit of analysis. The data was collected from 350 employees through a well-established questionnaire by random sampling technique. The study used Cronbach's alpha, correlation test, multiple regression and ANOVA test to find consistency of data, the type of relationship between variables, effectiveness of self-efficacy between relationship of knowledge sharing & organizational citizenship behavior and difference between knowledge sharing intensity among the different departments respectively. The results established strong correlation between knowledge sharing and organizational citizenship behavior. The study confirmed that self-efficacy strongly and positively affects the association of organizational citizenship behaviour and knowledge sharing.