Title: Enhancing social marketing through happiness management: the power of intrapreneurship, digital innovation, and creativity

Authors: Mario Alberto Salazar-Altamirano; Esthela Galván-Vela; Rafael Ravina-Ripoll

Addresses: Autonomous University of Tamaulipas, Tampico, Mexico ' Cetys University, Tijuana, Mexico ' University of Cadiz, Cadiz, Spain

Abstract: This study explores the relationships among intrapreneurship, creativity, digital innovation, and workplace happiness management. Surveys of 208 Mexican employees in 2023 were analysed using AMOS V.26 software. Results show a significant link between creativity and intrapreneurship, implying that fostering creativity among employees enhances innovation. Likewise, digital innovation correlates positively with intrapreneurship, emphasising the role of digital technology adoption in fostering entrepreneurial attitudes. Creativity, digital innovation, and happiness management are positively related, enhancing employee well-being and aiding in the creation of engaging social marketing content by integrating happiness management strategies. While evidence for the relationship between intrapreneurship and happiness management was inconclusive, it suggests that workplace happiness depends on additional factors. These findings are relevant for shaping policies and strategies that promote a happier workplace and effective social marketing, benefiting both employees and society.

Keywords: happiness management; marketing social; intrapreneurship; creativity; digital innovation.

DOI: 10.1504/IJIMA.2026.156081

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.2, pp.149 - 182

Received: 07 Nov 2023
Accepted: 31 Jan 2024
Published online: 02 Sep 2026 *

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