The purpose of this paper is to examine the effect of internal marketing and entrepreneurial orientation on innovation in family businesses. By reviewing related literature, the relationships among internal marketing, entrepreneurial orientation, and innovation were hypothesized. The developed conceptual model is tested using structural equation modeling (SEM) using a sample of 288 family businesses. The result of the SEM model shows that both internal marketing and entrepreneurial orientation act as a basis for innovation in family businesses. Further, it was revealed that internal marketing is key determinant of entrepreneurial orientation in the context of family business. The study has contributed to the literature by demonstrating the routes through which internal marketing and entrepreneurial orientation impact on innovation in the case of family businesses.

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Purpose Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption. Design/methodology/approach To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM). Findings The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior. Originality/value This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.