Endomarketing aplicado a fintech: um estudo de caso

Abstract

The practice of endomarketing, an organization's internal promotion, is constantly applied to fintech, a market considered disruptive and innovative. Empirical research on this market has been under development in recent years, but there is a lack of studies linked to relevant endomarketing campaigns. This study aims to identify the impacts caused by endomarketing in the light of fintech meutudo, an online payroll loan company, the research field of this work. Qualitative exploratory-descriptive methods were used, through collection, document analysis, and content analysis, based on interviews conducted with eight employees of meutudo. Therefore, a positive impact of internal marketing practices was identified for employees, as they help them feel treated as internal customers, and claim to reflect beneficially on the external customer, however, points of attention were identified. Furthermore, it was stated that these practices contribute to internal communication, and reinforce the experience of the culture intended by the company, with positive impacts, as long as they are well managed. In this sense, endomarketing practices are essential for the fintech market.