التكامل الاقتصادي
Volume 14, Numéro 2, Pages 350-365
2026-06-12
Internal Marketing And Activation Of Human Capital: An Analytical Study Of The Role Of Organizational Commitment As A Variable
Authors : Belghomari Moulay Ibrahim .
Abstract
This study aims to examine the effect of internal marketing on human capital activation, while testing the mediating role of organizational commitment within the organization under study. The research adopts a descriptive-analytical approach, and data were collected through a structured questionnaire administered to a sample of employees. The data were analyzed using SPSS, and the mediation effect was tested using PROCESS Macro (Model 4). The results reveal that the level of internal marketing implementation is high, reflecting the organization’s emphasis on communication, motivation, training, empowerment, and the dissemination of organizational culture. In addition, organizational commitment—particularly affective commitment—recorded high levels, indicating employees’ sense of belonging and loyalty. The findings also show a high level of human capital activation, highlighting employees’ knowledge, skills, and capacity for effective performance and creativity
Keywords
internal marketing ; human capital ; organizational commitment
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