The impact mechanism of marketing technology (MARTECH) on the workplace liking of sales employees

Purpose Marketing technology (MARTECH) in the context of artificial intelligence extends the boundaries of the sales employee’s workplace and has an impact on employees’ workplace liking. However, the current research has paid little attention to the mechanism of the impact of digital marketing change on employees’ workplace liking. Therefore, this study comprehensively interprets the influence mechanism of MARTECH use on workplace liking in retail terminals and optimizes the relationship between MARTECH use and employees’ workplace liking. Design/methodology/approach In this study, 422 retail terminal sales employees were surveyed, and a research model was constructed to explore how MARTECH use affects the workplace liking of retail terminal employees. Findings The results demonstrate that, firstly, the relationship between MARTECH use and workplace liking is fully mediated by out-of-store work performance and in-store competitive atmosphere. Secondly, self-leadership positively moderates the relationship between the MARTECH use and out-of-store work performance. High self-leadership positively moderates the relationship between the MARTECH use and the competitive atmosphere in the store. At the same time, self-leadership negatively moderated the mediating role of out-of-store work performance between the MARTECH use and workplace liking, and positively moderated the mediating role of in-store competition atmosphere between the MARTECH use and workplace liking. Originality/value This study exposes the impact of MARTECH on retail employees’ workplace liking, and provides a new direction for employee management in the context of digital intelligence.