Análisis de la producción científica en torno al endomarketing
DOI:
https://doi.org/10.31948/rc.v32i2.4662Palabras clave:
bibliometría, comportamiento organizacional, compromiso laboral, comunicación, endomarketingResumen
En este artículo se analizó la evolución y las tendencias del endomarketing o marketing interno en la última década, de lo cual se destaca su transformación digital y su creciente relevancia en la gestión del talento humano. Para tal fin, se efectuó un análisis bibliométrico y temático de la producción científica sobre endomarketing publicada entre 2013 y 2023 en las bases de datos Scopus y Web of Science. Los resultados se representaron mediante el software VOSviewer y la plataforma Lens.org. La revisión de la literatura evidenció un incremento en la producción científica y en su pertinencia. Asimismo, se identificó que el endomarketing constituye un elemento clave para la atracción y retención del talento, especialmente en sectores altamente competitivos. Los hallazgos resaltan la contribución del marketing interno a la sostenibilidad organizacional, a la dimensión social, al bienestar y al desarrollo de los empleados. En síntesis, los resultados reflejan cómo el endomarketing se ha integrado en las estrategias empresariales para alinear los objetivos corporativos con los valores de responsabilidad social y satisfacción laboral. Este enfoque constituye una herramienta esencial para mejorar la productividad y garantizar el éxito a largo plazo.
Biografía del autor/a
Carlos Alberto Gómez Cano, Corporación Universitaria de Asturias
Magíster en Ciencias de la Educación, Universidad de la Amazonia; magíster en Gestión y Evaluación de Proyectos de Inversión, Universidad Externado de Colombia. Profesor investigador, Corporación Universitaria Asturias. Investigador Asociado, Ministerio de Ciencia, Tecnología e Innovación de Colombia
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