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PurposeIntegrating the Stimulus-Organism-Response model, the spillover theory and the person-organization fit literature, this study investigates how internal marketing spills over its effects from the work domain to nonwork domains.Design/methodology/approachData of 279 hotel employees working in the US were collected from a self-administered survey via Amazon Mechanical Turk.FindingsFindings support the direct effects of internal marketing on job performance and job satisfaction, and of job satisfaction on life satisfaction. Moreover, results show the mediating roles of perceived person-organization fit, highlighting the mechanism by which internal marketing generates its spillover effect from the work domain to the life domain.Originality/valueThis study advances the conversation on employee-organization behaviors by revealing how internal marketing could lead to job satisfaction, job performance and life satisfaction. These insights reflect the true interconnection of human work and life. For hospitality employees’ well-being, this study encourages managers to simultaneously adopt and integrate the five functional activities of internal marketing (i.e. communication, compensation, welfare system, training and management support) in organizational operations.

Purpose From the perspectives of service-dominant logic and social identity theory, this study aims to assess social networking site (SNS) users’ likes as a form of social endorsement as well as its effects on like-clicking behavior, perceived brand value, customer-brand identification and purchase intention. Furthermore, the different effects of social endorsement on the perceived functional, hedonic, social and monetary brand value were investigated so as to support SNS users’ role as value cocreators. Design/methodology/approach An online survey was administered as a pretest of customer perceptions regarding brands that are liked on SNSs. Next, an experiment was conducted to verify the effects of social endorsement. A mixed-method approach including partial least squares (PLS) and fuzzy set qualitative comparative analysis (fsQCA) was adopted for the data analysis. Findings The results revealed that like-clicking behavior could be contagious because SNS users exposed to others’ likes were more likely to click the like button themselves. Like-clicking behavior positively influenced the perceived functional, hedonic, social and monetary value of the liked brand. Perceived brand value strengthened customer-brand identification, thereby increasing purchase intention. Originality/value Like-based social endorsements were confirmed as a type of value cocreation behavior that benefits the endorsed brand by spreading brand awareness, and increasing customer acquisition and retention. An fsQCA approach was developed to measure the moderating effect of users’ propensity to click the like button on perceived brand value, thus contributing to the advancement of fsQCA.