: 10.56472/25835238/IRJEMS-V5I4P114
Anacleto Roberto Carolina Soares, Nikodemus Hans Setiadi Wijaya. "Boosting Prosocial Behavior and In-Role Performance through Internal Marketing Strategy Implementation: The Mediating Role of Affective Commitment" International Research Journal of Economics and Management Studies, Vol. 5, No. 4, pp. 110-122, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I4P114
The Influence of Internal Marketing Strategy (IMS), Affective Commitment (AFC), and Prosocial Behavior (PSB) towards In-Role Performance (IRP) in several organizations in Timor-Leste is the subject of this study. This study involved 276 respondents from universities, non-governmental organizations, and voluntary organizations. A questionnaire survey was used for the quantitative approach. The results showed that IMS had a significant effect on AFC, which functioned as a mediator in the IMS-PSB and IMS-IRP relationships. In addition, PSB had a strong impact on IRP, while AFC had a relatively small impact on IRP. These findings suggest that the relationship between AFC and IRP may involve additional mediating pathways or indirect mechanisms, such as job satisfaction or organizational support. This study offers important contributions to organizations in developing countries, such as Timor-Leste, particularly in understanding the importance of internal marketing strategies in supporting employee emotional engagement. Furthermore, this study recommends the development of programs that promote prosocial behavior and enhance job satisfaction to optimize employee performance. These findings are particularly relevant to practitioners and academics in designing effective human resource management policies that enhance individual and organizational performance.
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Internal Marketing Strategy, Affective Commitment, Prosocial Behavior, In-Role Performance.