This study investigates the impact of sustainable marketing on employer branding in Iran’s power industry, focusing on the mediating roles of internal marketing and job satisfaction and the moderating role of artificial intelligence (AI). The research aims to develop a comprehensive framework linking sustainable practices to organizational success, providing insights for industries addressing environmental and workforce challenges.
The study employs a mixed-methods approach. In the qualitative phase, semi-structured interviews with 15 industry experts and academics were analyzed using thematic coding. The quantitative phase utilized structural equation modeling (SEM) with SmartPLS and AMOS to evaluate relationships among key variables. Rigorous reliability and validity assessments ensured robust results, with a sample of 384 participants drawn from Iran’s electricity sector.
Sustainable marketing significantly enhances employer branding and job satisfaction. Internal marketing mediates these effects, fostering organizational alignment and employee engagement. AI serves as a moderator, amplifying the positive impacts of sustainable marketing and job satisfaction on employer branding. These findings highlight the synergy between sustainability, technology and human resource strategies in achieving organizational excellence.
The study’s focus on Iran’s power industry may limit generalizability to other sectors or regions. Future research could explore similar frameworks in diverse industries and cultural contexts. Longitudinal studies are also recommended to evaluate long-term effects of AI integration on employer branding and workforce dynamics.
Organizations can leverage sustainable marketing and AI to enhance employer branding and attract environmentally conscious talent. Emphasizing internal marketing fosters employee satisfaction and commitment, aligning workforce values with sustainability goals. These strategies are critical for industries seeking to innovate and maintain a competitive edge.
By promoting sustainable practices and leveraging AI, organizations can contribute to environmental conservation and societal well-being. Enhanced employer branding attracts talent aligned with sustainability values, fostering a culture of environmental responsibility and inclusivity.
This research integrates the resource-based view (RBV) and stakeholder theory to present an innovative model linking sustainable marketing, AI and human resource strategies. The findings provide actionable insights for industries navigating sustainability challenges and technological advancements, emphasizing the transformative potential of AI in organizational success.
