Purpose: The purpose of the study is to examine the effects of innovative working behavior and leader support of employees in marketing and advertising companies, one of the sectors where creative ideas and innovative thoughts are common. Design/methodology/approach: Within the scope of the research, a questionnaire was applied to 443 authorized employees working in marketing and advertising companies headquartered in Istanbul in order to examine innovative work behavior and leader support. The collected data were analyzed using the SmartPLS 3.3.9 package program. Findings: As a result of the analysis of the collected data, it is supported by hypotheses that innovative work behavior and leadership support have positive effects on employees. Research limitations/implications: It is not possible to make generalizations because a questionnaire was administered to 443 authorized employees working in marketing and advertising companies whose research centers are located in Istanbul. However, it should be taken into account as a source to provide a basic idea for future research. Practical implications: As a result of the analysis of the data collected from the marketing and advertising sectors, where creativity and innovation are common, it can be explained that innovative work behavior has positive effects, and that the positive effects continue with the effect of leader support on innovative work behaviors. Originality/value: The research is original since it is carried out in marketing and advertising companies where traditional activities are not accepted, constantly innovative ideas and thoughts are stated and innovative behavior of employees is important in terms of raising awareness. © 2024, Emerald Publishing Limited.
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