KATO Takumi, Senior Assistant Professor receives the 2024 Journal Encouragement Award from the Japan Marketing Academy.
Award winners and organizations: KATO Takumi, Senior Assistant Professor of the School of Commerce, Meiji University; Chief IKEDA Ryosuke and Senior Professional KOIZUMI Masaki of the Corporate Business Development Division, NEC Corporation
Research paper: Impact of Consumer Advertising on Employee’s Intention to Change Job – Evidence Based on a Survey of Regular Employees of Japanese Listed Companies –
Summary: Internal marketing (IM) regards employees as customers and focuses on internal measures. However, consumer advertising provides opportunities for employees to recognize the social impact of their work and to change their mindset. Although such activities can be seen in business, there is a lack of research findings. In addition to the nine factors discussed in the IM literature (ability acquisition, wages, work-life balance, relationship of trust with superiors, diversity of human resources, office facilities, cafeteria, advanced technology, purpose), this study targeted 10 factors, including advertising, which was the hypothesis of this study, and clarified their effects on satisfaction and intention to change job. An online survey was conducted with 5,000 regular employees from 10 industries (automobiles, electronics, medical equipment, food, real estate, IT, finance, retail, services, government) in Japan, and a covariance structure analysis was applied. As a result, the effect of advertising was not detected satisfactorily, but a significant positive effect was seen on the intention to change job. Furthermore, it was confirmed that employees of smaller organizations and younger employees were more likely to be inclined to change job. These results are a warning that care must be taken when using advertising to communicate internally, so as not to increase the intention to change job.
