**1. Introduction**

The most beneficial of those original ideas that must be put into practice in order to provide new products and services to the market is what makes innovation a crucial asset for organisations [1–3]. Current research has thus highlighted the significance of creativity in the success and expansion of OI [1, 3]. Goepel et al. [4] and NaranjoValencia et al. [5] claim that human resources are responsible for developing new ideas that are the result of human brains and may then be transformed into new working methods, systems, products, services and procedures. In contrast, OI is based on a fundamental factor (i.e., workers' IB) over a range of innovation levels [3, 6]. Similar to this, IB introduced a self-action innovation approach in which staff members conceive, implement, promote, acknowledge and revise new ideas [7, 8].

However, employee creativity (EC) affects employee behaviour by creating fresh norms and motivating staff [9, 10]. Additionally, in innovative organisations, people's creativity and IB have a significant role in fostering innovation [5, 11]. Numerous studies [3, 9–13] examined the significance of EC and imaginative employee behaviour in organisational innovation (OI), survival and success. However, whereas many academics have studied the connection between EC and IB [9, 10], only a small number have focused their attention on IB in order to connect with OI [3, 5]. For instance, OI calls for both EC and IB (idea generation and implementation) [3, 9]. The connection between EC, IB and OI, on the other hand has received minimal consideration in theoretical and empirical research, revealing a research gap that calls for the creation of an evidence-based theoretical model for fostering innovation. The study's objective was to examine the connection between EC, IB and OI. A comprehensive analysis of the literature also exposes "gaps" in relation to the problem and aim. Does IB mediate in the relationship between EC and OI in Malaysia's telecommunications industries? This and other issues are described by the research. The study also intends to provide a theoretical framework for organisational innovation in Malaysian telecommunications industries and analyse the mediating role of IB in the link between EC and IO. The current study, which is quantitative research, significantly contributed in the componential theory of organisational creativity and innovation. The empirical study, on the other hand, discusses dense literature that makes easy to understand the relationship between EC, IB and OI was related to the creation of hypotheses in the setting of organisations. Finally, the limitations and future research directions were explained.
