The Impact of Digital Transformation, AI, and IoT on Employee Collaboration and Communication in Organizational Citizenship Behavior: A Comparative Study of Work Models

 

 

 

Marri Madhavi1,*, Sudha Vemaraju2

 

1Research Scholar, GITAM School of Business, GITAM University (Deemed to be University) Hyderabad, Telangana, India

 

2Associate Professor, GITAM School of Business, GITAM University (Deemed to be University) Hyderabad, Telangana, India

 

Emails: madhavimba@anurag.edu.in; svemaraj@gitam.edu

 

Text Box: Abstract This study investigates the impact of Digital Transformation (DT), Artificial Intelligence (AI), Internet of Things (IoT), Employee Collaboration (EC), and Communication on Organizational Citizenship Behavior (OCB) across different work models—Hybrid, Remote, and In-Office. A structured questionnaire was developed and administered to employees in the IT industry in Hyderabad to collect data. The major findings indicate that Digital Transformation, AI, IoT, and Employee Collaboration significantly enhance OCB across various work models. Conversely, Communication alone does not significantly affect OCB within different work settings. The integration of advanced digital tools, AI, IoT, and collaborative technologies is crucial for fostering positive employee behaviors, which are less achievable through communication alone. The study underscores the importance of leveraging digital transformation, AI, and IoT to optimize organizational outcomes, particularly when implementing diverse work models.

 

Received: March 29, 2025 Revised: June 06, 2025 Accepted: July 16, 2025

 

Keywords: Digital Transformation; Artificial Intelligence (AI); Internet of Things (IoT); Employee Collaboration; Organizational Citizenship Behavior (OCB)