ROLE OF IN INTERNAL MARKETING IN ATTRACTING POTENTIAL CUSTOMERS: MODERATING INFLUENCE OF SOCIAL MEDIA

Technology has brought an immense amount of strategies, tools and approaches to marketing, all of which worked for the sake of satisfying customers and win potential clients. Internal marketing is one of those approaches which mainly look at employees as customers who will draw potential customers to organization. Current study aimed at examining the influence of internal marketing on attracting potential customers through the moderating influence of social media. Quantitative approach was adopted and (445) questionnaires were distributed on employees within Kuwait telecommunications organizations. Results of study accepted the hypothesized notion and agreed that social media moderate the relationship between internal marketing and attracting potential customers. Also, results indicated that among the chosen set of internal marketing dimensions (communication) was the most influential as it helped in increasing the level of understanding and support between management, leadership and employees which led to their ability to attract more customers launching from their own positive attitudes towards products of organization. Study recommended intensifying training courses for leaders in order to maximize their impact on team management and direct the internal marketing mechanism in a beneficial way.