Nurturing Employee Agility, Creativity, and Engagement: Unveiling the Influence of Internal Marketing

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.