Effect of organizational civilization on organizational image with mediating role of documenting experiences and organization's social network (a case study: Tehran Municipal Sports Organization)

The purpose of this study was the effect of organizational civilization on organizational image with the mediating role of documenting experiences and organization's social network in the Tehran Municipal Sports Organization.

The research method was descriptive-correlational. The statistical population included all employees of the Tehran Municipality Sports Organization. A statistical sample was estimated to be sufficient for PLS modeling software (158 people), and its was used in the stratified-random sampling method. The research tool included a redesigned questionnaire from previous research for four variables on a 5-point Likert scale. The content validity of the instrument was evaluated using experts' opinion (9 people), and the construct validity was evaluated using model fit indices.

The results show that the direct effect of organizational culture on organizational image is significant. Also the indirect effect of organizational culture on organizational image was significant through the two mediating variables of organizational social network and organizational experiences. In addition, separately, the impact of organizational civilization on social network and organizational experiences and their impact on organizational image was also significant. The effect of organizational social network on documentation was also significant.

Therefore, it can be said that although organizational civilization leads to the promotion of the image of the organization in the environment, the documentation of experiences and social networking significantly strengthen the civilization-illustration relationship. Therefore, it is suggested that Tehran Municipal Sports Organization use the concepts and manifestations of civilized organizations in order to reflect a suitable image of the organization in the environment, as a key to use the two strategies of documentary experiences and social network.