Internal marketing, faculty engagement, and innovative behavior: an empirical study in higher education

Sarangal, Rajni K. and Nargotra, Meenakshi and Singh, Rabinder and Singh, Gurmeet (2024) Internal marketing, faculty engagement, and innovative behavior: an empirical study in higher education. Jindal Journal of Business Research, 13 (2). pp. 227-246. ISSN 2278-6821

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Abstract

The current research study investigated the significance of internal marketing (IM) to enhance faculty innovative behavior (FIB) and faculty engagement (FE) in higher education (HE). Furthermore, the mediation of FE in the association between IM and FIB has been investigated. Three hundred teachers from three major public sector universities in union territory (Jammu and Kashmir) in India have been
contacted to gather responses. The study contributes in numerous ways to the literature—dimensions of IM have a significant and positive impact on FIB in the HE sector. FE significantly mediated the effect of IM and its dimensions on FIB. This study also enlarged the scope of social exchange theory by using it from faculty perspectives in HE. Furthermore, the study has attempted to modify the scale
to measure constructs to make them suitable in the HE sectors. Research findings offer numerous suggestions for administrators in HE institutions.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	School of Business and Management (SBM)
Depositing User:	Gurmeet Singh
Date Deposited:	14 Jan 2025 01:01
Last Modified:	14 Jan 2025 01:01
URI:	https://repository.usp.ac.fj/id/eprint/14734

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