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How knowledge sharing mediates the effects of internal marketing on customer orientation

2021-09Comunicação em conferência Acesso restrito
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datacite.subject.fosCiências Sociais::Economia e Gestão
datacite.subject.fosCiências Naturais::Ciências da Computação e da Informação
datacite.subject.sdg03:Saúde de Qualidade
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
datacite.subject.sdg09:Indústria, Inovação e Infraestruturas
datacite.subject.sdg10:Reduzir as Desigualdades
datacite.subject.sdg12:Produção e Consumo Sustentáveis
dc.contributor.authorEspírito Santo, Pedro Manuel do
dc.contributor.authorFerreira, Vítor Hugo Santos
dc.contributor.authorMarques, Alzira Maria Ascensão
dc.date.accessioned2026-05-05T14:39:48Z
dc.date.available2026-05-05T14:39:48Z
dc.date.issued2021-09
dc.descriptionConference date - 2 September 2021 - 3 September 2021; Conference code - 266619
dc.description.abstractA growing body of research has demonstrated the growing importance given to two areas of business management: internal marketing and knowledge management. Nevertheless, these seldom areas are considered together. This paper explores the importance of knowledge sharing as a mediating variable in the relationship between internal and external marketing. Thus, our research presents an investigation model where the influence of tacit knowledge sharing and explicit knowledge sharing are presented. The data of this research was collected from the employees of a company in the logistics sector, through a face-to-face questionnaire. The proposed research hypotheses were tested empirically through structural equation modeling (PLS-PM) with a bootstrapping procedure. The results demonstrate that internal marketing has a positive effect on knowledge sharing and, consequently, on customer orientation. In this sense, through this paper, managers can verify the importance of knowledge sharing (tacit and explicit) in leveraging the effects of internal marketing in customer orientation.eng
dc.identifier.citationSanto, P. M. D. E., Ferreira, V., & Marques, A. M. A. (2021). How knowledge sharing mediates the effects of internal marketing on customer orientation. Kidmore End: Academic Conferences International Limited. doi:https://doi.org/10.34190/EKM.21.145.
dc.identifier.doi10.34190/EKM.21.145
dc.identifier.eissn2048-8971
dc.identifier.isbn978-191458706-1
dc.identifier.issn20488963
dc.identifier.urihttp://hdl.handle.net/10400.8/16229
dc.language.isoeng
dc.peerreviewedyes
dc.publisherAcademic Conferences and Publishing International
dc.relation.hasversionhttps://www.proquest.com/docview/2581072161?pq-origsite=gscholar&fromopenview=true
dc.rights.uriN/A
dc.subjectKnowledge Management
dc.subjectKnowledge Sharing
dc.subjectInternal Communication
dc.subjectCustomer Orientation
dc.titleHow knowledge sharing mediates the effects of internal marketing on customer orientationeng
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferenceDate2021-09
oaire.citation.conferencePlaceVirtual, Online
oaire.citation.endPage665
oaire.citation.startPage657
oaire.citation.titleEuropean Conference on Knowledge Management
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameFerreira
person.familyNameMarques
person.givenNameVítor
person.givenNameAlzira
person.identifier.ciencia-id0512-E566-DB29
person.identifier.ciencia-id1519-309E-BC47
person.identifier.orcid0000-0003-3400-5996
person.identifier.orcid0000-0001-6607-852X
person.identifier.ridN-2651-2013
person.identifier.scopus-author-id54383175300
relation.isAuthorOfPublication8143a0a1-1146-4b5f-9efe-76104e14356e
relation.isAuthorOfPublicationd558615c-d75f-42b4-8b6c-c160e48304cc
relation.isAuthorOfPublication.latestForDiscovery8143a0a1-1146-4b5f-9efe-76104e14356e

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A growing body of research has demonstrated the growing importance given to two areas of business management: internal marketing and knowledge management. Nevertheless, these seldom areas are considered together. This paper explores the importance of knowledge sharing as a mediating variable in the relationship between internal and external marketing. Thus, our research presents an investigation model where the influence of tacit knowledge sharing and explicit knowledge sharing are presented. The data of this research was collected from the employees of a company in the logistics sector, through a face-to-face questionnaire. The proposed research hypotheses were tested empirically through structural equation modeling (PLS-PM) with a bootstrapping procedure. The results demonstrate that internal marketing has a positive effect on knowledge sharing and, consequently, on customer orientation. In this sense, through this paper, managers can verify the importance of knowledge sharing (tacit and explicit) in leveraging the effects of internal marketing in customer orientation.
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