The Effect of Patriarchal Leadership on Internal Marketing The Mediating Role of Employee Emotional Welfare Case Study: Armed Forces Social Security Organization

Employees should always be justified in terms of the vision and value of the organization as well as customers outside the organization. Internal marketing seeks to train employees in the role of the organization's customer and is influenced by management styles. The main purpose of this study is to investigate the effect of patriarchal leadership style on internal marketing with respect to the mediating role of employees' emotional well-being.

The method of the present study is based on the applied purpose and the nature of the descriptive-correlation method. It is also a survey in terms of data collection. The statistical population of this study includes the employees of the Social Security Organization of the Armed Forces in Tehran, whose number is 146 people. The data collection tool is a standard questionnaire whose validity has been verified using the opinion of experts and its reliability has been verified using Cronbach's alpha coefficient. Data analysis tool is also modeling structural equations.

The results show that patriarchal leadership has a positive and significant effect on internal marketing and employees' emotional well-being. Employees' emotional well-being also has a positive and significant effect on internal marketing. Also, the dimensions of patriarchal leadership (authoritarian leadership with impact factor (0.73), benevolent leadership with impact factor (0.84), moral leadership with impact factor (0.77)) have a significant impact on internal marketing.

Patriarchal leadership mediates the emotional well-being of employees on internal marketing has a positive and significant effect. Managers of the Armed Forces Social Security Organization can influence the emotional well-being of employees and internal marketing by applying a patriarchal leadership style.