“…The driving force directs an individual’s behaviour towards achieving a particular goal or objective (Robbins and Judge, 2022). In the workplace, employee motivation plays a critical role in determining job satisfaction (Tietjen and Myers, 1998), productivity (Lim et al , 2023), retention rates (Lee et al , 2022), innovation and commitment to achieving the organisation’s goals (Hoang et al , 2023). Therefore, when employees feel valued and supported, they are more likely to be motivated to perform well and contribute to the brand’s success (Liewendahl and Heinonen, 2020).…”