The Dual-Edged Sword of Internal Marketing: A Job And Demand -Resources Framework for Understanding Employee Well-being And Value Co-Destruction

The modern service atmosphere, characterized by value co-creation between employees and customers, raises the strategic importance of the employees. For better service delivery employee engagement and satisfaction with the firm is necessary, which can be attained by internal marketing. Though internal marketing is widely understood for its role in evolving a customer-oriented, service-focused staff and is constantly associated to positive outcomes like employee satisfaction and commitment, the literature suffers from three significant gaps such as empirical categorization of specific internal marketing practices, shortage, insufficient research validating Internal marketing’s role as a Job Resource, and most important, a failure to study internal marketing as a potential Job Demand linked to the health impairment process. This study addresses these deficiencies by examining the dual effects of internal marketing in a novel approach using the Job DemandsResources (JD-R) paradigm. For this purpose, the current study used a comprehensive review to explore interrelated literature in different research databases. The study applied search strings, inclusion, and exclusion criteria to find related articles, which resulted in more than forty papers were found. By examining internal marketing's dual ability to function as a resource (supporting well-being and positive outcomes) and a demand (perhaps leading to burnout and value co-destruction), this study advances theoretical understanding and practical expertise. The results provide organisations with a critical understanding of the factors that contribute to the success or failure of internal marketing strategies, which can be used to guide strategy execution.