Enhancing social marketing through happiness management: the power of intrapreneurship, digital innovation, and creativity

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:32:42Z
Fecha de publicación2026-01-01
ResumenThis study explores the relationships among intrapreneurship, creativity, digital innovation, and workplace happiness management. Surveys of 208 Mexican employees in 2023 were analysed using AMOS V.26 software. Results show a significant link between creativity and intrapreneurship, implying that fostering creativity among employees enhances innovation. Likewise, digital innovation correlates positively with intrapreneurship, emphasising the role of digital technology adoption in fostering entrepreneurial attitudes. Creativity, digital innovation, and happiness management are positively related, enhancing employee well-being and aiding in the creation of engaging social marketing content by integrating happiness management strategies. While evidence for the relationship between intrapreneurship and happiness management was inconclusive, it suggests that workplace happiness depends on additional factors. These findings are relevant for shaping policies and strategies that promote a happier workplace and effective social marketing, benefiting both employees and society.es_ES
Doihttps://doi.org/10.1504/ijima.2026.156081es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/4528
Idiomaenes_ES
EditorialINDERSCIENCE ENTERPRISES LTDes_ES
RelaciónInternational Journal of Internet Marketing and Advertisinges_ES
URL relacionadohttps://doi.org/10.1504/ijima.2026.156081es_ES
DerechosAcceso restringido / Suscripción (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_16eces_ES
FuenteInternational Journal of Internet Marketing and Advertising
Palabra clavehappiness managementes_ES
Palabra clavemarketing sociales_ES
Palabra claveintrapreneurshipes_ES
Palabra clavecreativityes_ES
Palabra clavedigital innovationes_ES
TítuloEnhancing social marketing through happiness management: the power of intrapreneurship, digital innovation, and creativityes_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorSalazar-Altamirano, Mario Alberto
AutorGalvan-Vela, Esthela
AutorRavina-Ripoll, Rafael
AutorSalazar-Altamirano, Mario Albertoes_ES
AutorGalvan-Vela, Esthelaes_ES
AutorRavina-Ripoll, Rafaeles_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número2es_ES
Rango de páginas149-182es_ES
URL relacionadahttps://doi.org/10.1504/ijima.2026.156081
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen25es_ES

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