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The COVID-19 pandemic has brought new challenges regarding employee adaptation to change as well as job security, with levels of wellbeing and satisfaction being greatly affected. Based on the literature as well as on Adaptation-level Theory, Stress and Coping Theory, and Motivationhygiene Theory, this paper approaches the link between job insecurity and job instability during the COVID-19 pandemic along with employee job satisfaction in an emerging market. The proposed conceptual model analyses the influence of job instability and job insecurity on individual job satisfaction, including supervisor support and promotion opportunities. The survey-based empirical study was implemented with the aid of a questionnaire taken by 568 employees in Romania. The results determined with the help of a correlation analysis highlight a strong, direct, and positive link between job instability and employee insecurity in increasing employee competitiveness. The impact of job insecurity and instability on the components considered in terms of job satisfaction vary. Job insecurity was shown to manifest a negative correlation only with regard to satisfaction concerning supervisor support and promotion opportunities. Perceived job instability showed a significant negative impact on individual work satisfaction, satisfaction with supervisor support and promotion opportunities. This paper also enhances the human resources literature by demonstrating how organisational competitiveness might be enhanced during a global pandemic by focusing on employees.

To reduce the spread of the virus, authorities have imposed restrictive measures, such as limiting movement of individuals, shutting down non-essential stores, imposing a general or local quarantine, along with physical distancing and isolation of vulnerable people. Remote working has become the ‘new normal’ for many organizations, engendering further challenges for employees, who have started experiencing anxiety, technostress caused by digitalization and lack of social interaction, frustration, occupational burden, counterproductive work behavior, exhaustion, burnout, depersonalization, and increased turnover intention. All these factors, corroborated by prolonged restrictions, have contributed to a decrease in employee satisfaction, diminishing performance and generating a counterproductive behavior. Based on Social Exchange Theory, this research plans to investigate the influence of internal marketing on job satisfaction, task performance, and counterproductive work behavior in the context of the COVID-19 pandemic in an emerging market, namely Romania. Based on a quantitative research study among 850 employees, we show that internal marketing strongly and significantly impacts job satisfaction, while insignificantly impacting task performance and counterproductive work behavior. Job satisfaction actuates task performance in a significant and positive manner, contributing to a reduction in counterproductive work behaviors. This paper highlights the effects of internal marketing orientation on job satisfaction, and the effects of job satisfaction on job performance and counterproductive work behaviors.

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