Internal Marketing and Employee’s Innovative Work Behaviour: The Mediating Role of Job Embeddedness and Social capital


  • Mubarak Hussain Haider et al., Ph.D Scholar, Department of Management Sciences, Capital University of Science and Technology (CUST) Islamabad, Pakistan



Internal Marketing, Innovative Work Behaviour, Job Embeddedness, Social Capital


This study also explores the mediating effects of job embeddedness and Social capital. Data were collected from the employees of engineering sector of auto parts manufacturing firms in the vicinity of Islamabad and Rawalpindi regions. To test the hypothesis, SPSS and Hayes Bootstrap software were used for regression and mediation analysis. For confirmatory factor analysis (CFA), AMOS software was applied. The results of regression analysis divulged that internal marketing positively affects innovative work behavior and job embeddedness but insignificantly impacts social capital. Likewise, job embeddedness as an independent variable has a positive effect on innovative work behavior and social capital. The Hayes bootstrap analysis averred the significant mediation of job embeddedness and insignificant mediation of social capital between internal marketing and innovative work behavior. Hence Social capital significantly mediates the relationship between job embeddedness and innovative work behavior. Future direction and recommendations have been proposed at the end of this paper.