Aim: Given the importance of employee innovation in the performance of advertising organizations, this study seeks to examine the effect of social support (family and work) on women\\\'s innovative work behavior with the mediating role of work-family conflict. The answer to the question can help to a better understanding of this issue. Methods: This study was a descriptive/survey in terms of the data collection method and applied in terms of purpose. A questionnaire containing 53 questions was designed by the standard measures of previous studies and randomly distributed among 568 female employees in advertising companies in the two metropolises of Iran to collect data. Then, the structural equation model and the software of Amos software, and SPSS were used to analyze the data and test the assumptions of the relationship between the conceptual model. Results: The hypothesis test showed that work-family conflict mediates the relationship between social support (family and work) and repetitive thought. The role of moderating epetitive thought in the relationship between work-family conflict and innovative work behavior was also demonstrated. Besides, the research findings indicate the negative impact of social support (family and work) on work-family conflict. Conclusion: Innovative work behavior has been studied in various research due to its importance. However, the present study, for the first time, shows how social support can affect innovative work behavior through work-family conflict and repetitive thought.

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