Internal Marketing and Employee’s Innovative Work Behavior: The Mediating Role of Job Embeddedness

The current study objective was to find the impact of internal marketing (IM) on innovative work behavior (IWB) of employees with mediating role of job embeddedness (JE) and Social capital (SC) as a moderating variable. A non-probability sampling technique was used to collect data from employees of auto parts manufacturing sector from different cities of Pakistan. In order to test the hypothesis, regression analysis, mediation and moderation analysis were used in SPSS and in Hayes Bootstrap Method. For confirmatory factor analysis (CFA), AMOS was used. Regression results revealed that IM has a positive impact on IWB and JE. Similarly, JE, when used as an independent variable, has a positive impact on IWB. The mediation analysis showed that JE mediates between IM and IWB. Moderation analysis depicts that SC moderates between JE and IWB. At the end implications of this study, suggestions for future empirical exploration of the constructs have been proposed.