Internal Marketing as a Driver of Workplace Happiness and Organizational Performance
Abstract
Internal marketing plays a crucial role in the organizational success of companies, particularly in fostering employee well-being and workplace happiness. This study aims to analyze the relationship between internal marketing practices and employee happiness, focusing on their impact on motivation, job satisfaction, and talent retention. Through a qualitative methodology, including semi-structured interviews and a focus group, this research explores the perspectives of human resource managers and employees from four companies in northern Portugal: Altronix, Samsys, Grácia Sofia, and Happy Awards.
The findings reveal that internal marketing significantly enhances employee engagement, creating a work environment characterized by stronger communication, increased motivation, and a higher degree of organizational commitment. Companies with well-structured internal marketing strategies reported lower turnover rates and a greater sense of job satisfaction among employees. Notably, organizations that invested in transparent communication, continuous training, and recognition programs saw a marked improvement in employee morale and overall performance.
These results underscore the importance of aligning internal marketing strategies with employee expectations to cultivate a positive and productive work culture. By doing so, companies can strengthen their competitive advantage in today’s dynamic labor market.
Keywords: Employee Motivation, Internal Marketing, Organizational Commitment, Talent Retention, Workplace Happiness
DOI: https://doi.org/10.54663/2182-9306.2025.SpecialIssueMBP.28-45
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Copyright (c) 2025 Miguel Silva Neves, Joana Gonçalves, Bruno Barbosa Sousa
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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