THE IMPACT OF DIGITAL CULTURE ON THE RELATIONSHIP BETWEEN HUMAN RESOURCES MANAGEMENT AND CREATIVE PERFORMANCE (AN APPLIED STUDY OF A SAMPLE OF IRAQI COMMERCIAL BANKS)

Abstract

Objective: The current study was based on three variables that interact with each other, where (human resources management) is considered an independent variable, (digital culture) is a mediating variable, and (creative performance) is a dependent variable. The goal of the study is determined by determining the nature of the relationship and the impact between the variables of the study.   Theoretical Framework: This topic presents the most important concepts and theories on which the research is based. Human Resource Management, Digital Culture, and Performance] stand out, providing a solid foundation for understanding the context of the investigation   Method: An exploratory analytical approach was used, as the study relied on a stratified random sample of workers in Iraqi telecommunications companies. (310) questionnaires were distributed, and the number of invalid returned questionnaires was (5), while the total number of questionnaires suitable for statistical analysis was (305), with a response rate of (95%). Advanced statistical software (AMOS.V.26) and statistical software (SPSS.V.26).   Results and Discussion: A set of conclusions were noted, the most important of which are: There is an influence relationship between human resources management and digital culture. There is a significant influence relationship between human resources management practices and creative performance. Culture plays a complete and partial mediating role in the relationship between human resources management practices and creative performance.   Research Implications: The practical and theoretical implications of this research are discussed, providing insight into how the findings can be applied or influence practices in the field of human resource management, digital culture and innovation performance. These implications may include for the banks sampled in the study and the services they provide.   Originality/Value: The importance of this study came from the scarcity of studies that attempted to identify and understand the nature of the relationship between variables (human resources management, digital culture, creative performance), as well as the current study’s attempt to address a realistic problematic problem that directly affects the performance of employees in Iraqi banks.