| Title: | Nurturing employee agility, creativity, and engagement : unveiling the influence of internal marketing |
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| Authors: | ID Leskovar, Tadeja (Author)
ID Milfelner, Borut (Author) |
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| Files: |  https://www.mdpi.com/2076-3387/15/12/484
 RAZ_Leskovar_Tadeja_2025.pdf (452,22 KB)
MD5: 96342569361C68612F56CD3EEE5BD734
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | EPF - Faculty of Business and Economics
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| Abstract: | Despite evidence that internal marketing influences key employees and customer outcomes, its role in shaping employee agility, creativity, and engagement remains underexplored, limiting organizations’ ability to develop a workforce that sustains competitiveness in dynamic environments. While previous literature has addressed individual relationships between internal marketing, employee creativity, agility, engagement, and satisfaction, we propose a structural model to test the proposed effects and provide a holistic understanding of how internal marketing interacts with employee creativity and other concepts. Covariance-based structural equation modeling was used to test relationships. The results confirm a significant positive impact of internal marketing on employee agility and engagement. While we did not find a direct impact on creativity, we identified an indirect impact on employee creativity via agility. Additionally, analysis showed a positive impact of creativity on satisfaction, highlighting the importance of a creative work environment in enhancing overall employee satisfaction. The study demonstrates that a well-structured IM strategy can set a company apart by fostering a workforce that is more agile, creative, engaged, and committed to success. |
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| Keywords: | internal marketing, employee creativity, employee agility, employee engagement, employee satisfaction |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Submitted for review: | 22.10.2025 |
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| Article acceptance date: | 04.12.2025 |
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| Publication date: | 10.12.2025 |
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| Year of publishing: | 2025 |
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| Number of pages: | str. 1-23 |
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| Numbering: | Vol. 15, issue 13, spec. iss., [art. no.] 484 |
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| PID: | 20.500.12556/DKUM-96742  |
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| UDC: | 331.1 |
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| ISSN on article: | 2076-3387 |
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| COBISS.SI-ID: | 264861955 |
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| DOI: | 10.3390/admsci15120484 |
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| Publication date in DKUM: | 27.01.2026 |
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| Views: | 99 |
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| Downloads: | 2 |
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| Metadata: |    |
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| Categories: | Misc.
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