RT journal article
T1 Social marketing and happiness in employment. Evidences from Glassdoor
A1 Galiano Coronil, Araceli
A1 Blanco-Moreno, Sofía
A1 Tobar-Pesantez, Luis-Bayardo
A2 Marketing y Comunicación
K1 Social marketing
K1 Happiness management
K1 Laboral satisfaction
K1 Glassdoor
K1 Text mining
AB Background With the increasing role of the Internet and social media, there are more significant opportunitiesfor employees to express their opinions about the companies they work for more directly. A recognized job reviewwebsite is Glassdoor.com, which collects employees’ opinions anonymously and the scores they give to companies.This descriptive study analyzes the assessment that employees give to companies by studying the advantages in theircomments from the perspective of Happiness Management and Social Marketing. In this sense, this research aims toanalyze how the main benefits offered by companies, are linked to the happiness of employees and to the actions ofsocial marketing that companies develop affect the general satisfaction of employees.Methods This study has used in the worker comments, text mining, and inferential analysis techniques. The samplewas divided into two blocks, with comments that refer to issues about social marketing and happiness. In each one,an inferential analysis was carried out using the Student’s T-test. This analysis allowed us to identify, in each sampleof comments, in which advantages the differences in the mean ratings were significant depending on whether theywere mentioned.Results The main results indicate that social marketing and happiness are linked to the advantages employeescomment on in reviews on Glassdoor. Significant differences exist in the average ratings of certain advantagesdepending on whether they are mentioned or not in the comments. Likewise, the differentiation between commentson social marketing and happiness offers scientific evidence of the most valued advantages in each cluster.Specifically, the advantages grouped into the following dimensions are working conditions, company image, andsocial relations.Discussion This research contributes to happiness management theories by empirically demonstrating how positivework environments enhance productivity, loyalty, and creativity. These insights show how leadership quality, worklifebalance, and recognition contribute to workplace happiness, enhancing productivity, loyalty, and creativity.Such feedback aids job seekers in making informed decisions, helps companies improve practices and attract talent,and provides researchers with valuable data on employment trends and corporate culture’s effect on employeewell-being.
PB Springer Nature
SN 2050-7283
YR 2024
FD 2024-08-17
LK http://hdl.handle.net/10498/33446
UL http://hdl.handle.net/10498/33446
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026