Perceived organizational support: Fostering employee creativity in media houses through work engagement

In today's dynamic and competitive media industry, creativity plays a crucial role in driving innovation and maintaining a competitive edge. Media houses need creative individuals and teams to develop innovative programs and services, enabling them to remain competitive and profitable. The study examined the relationship between the perceived organizational support and employee creativity. Additionally, the study has also considered the role of work engagement as a mediator. Based on the structural complexity of the model, the calculator recommended a minimum sample size of 400. Out of the 650 questionnaires distributed, 525 were returned, and 471 valid responses were selected for analysis from diverse departments involved in content creation, including news, entertainment, marketing, and production. The results of the study revealed that there is a moderate positive and statistically significant relationship between perceived organizational support and employee creativity. Additionally, the results revealed that there would be a positive association between perceived organizational support and work engagement. The work engagement found to significantly mediate the relationship between the organizational support and employee creativity. This study adds value to the employee creativity literature from the media industry.