مجلة الباحث الإقتصادي
Volume 14, Numéro 1, Pages 158-179
2026-06-30

Reconfiguring Internal Value Exchange In The Context Of Digital Transformation: The Impact Of Digital Internal Marketing On Employee Perceived Value



Authors : Boughari Fatma Zohra . Hadef Leila . Nour Eddine Berber .

Abstract

This study investigates the associations between digital internal marketing practices and employees’ perceived value within Algérie Télécom, a technology-intensive service organisation undergoing digital transformation. Drawing on internal marketing and internal value exchange perspectives, digital internal marketing is conceptualised through four dimensions: digital internal communication, digital training and development, digital empowerment, and digital motivation. Employee perceived value is modelled as a multidimensional construct comprising functional, emotional, social, developmental, and economic value. Survey data were collected from 230 employees across eight provinces and analysed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM) through AMOS 23. The findings reveal a differentiated pattern of associations. Digital training and development is significantly associated with all value dimensions. Digital internal communication is associated with functional, emotional, and economic value, while digital empowerment is associated with social, developmental, and economic value. Digital motivation is associated with functional, emotional, developmental, and economic value, but not with social value. Overall, the results suggest that digital internal marketing contributes to internal value exchange through distinct performance-oriented, relational, and growth-oriented pathways

Keywords

Digital internal marketing; Employee perceived value; Digital transformation; Internal value exchange; Telecommunications sector

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