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The present study attempted to investigate the relationship between
emotional intelligence, self-efficacy, and creativity among
employees of advertising agencies. It was also intended to explore
the role of demographic variables including job designation and job
experience in relation to variables of the study. The sample
comprised of 205 employees of advertising agencies from
Rawalpindi and Islamabad including both men (n = 155) and women
(n = 50) with ages ranging from 20-65 years. Self-report Measure of
Emotional Intelligence (Khan, 2008), Generalized Self-efficacy
Scale (Jerusalem & Schwarzer, 1995), and Self-report Measure of
Employee Creativity (Zhou & George, 2003) were used in the
present study to measure emotional intelligence, self-efficacy, and
employee creativity, respectively. The results showed that emotional
intelligence, self-efficacy, and creativity were positively related with
each other among employees of advertising agencies. Moreover,
emotional intelligence and self-efficacy were found to be significant
predictors of creativity. Mediation analysis showed partial mediating
role of self-efficacy in explaining the relationship between
emotional intelligence and creativity. Significant group differences
with respect to job designation and job experience were found in the
present sample. Findings showed that creative directors and art
directors showed significantly higher creativity than other job
holders. Moreover, employees with extended job experience
expressed greater emotional intelligence, higher self-efficacy, and
elevated levels of creativity as compared to their counterparts.
Saadia Khalid, Aisha Zubair. (2014) Emotional Intelligence, Self-Efficacy, and Creativity Among Employees of Advertising Agencies, Pakistan Journal of Psychological Research, Volume-29, Issue-2.
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