THE ROLE OF EXTRINSIC MOTIVATION IN EMPLOYEE-DRIVEN PUBLICITY STRATEGIES: A CASE OF OPPORTUNITY INTERNATIONAL SAVINGS LIMITED

Abstract

There is increasing demand by organizations to engage employees in publicity strategies in addition to existing marketing strategies. This has necessitated the need to explore the role of motivation in this process. The purpose of the study was to assess the role of extrinsic motivation in employee publicity integration with a special focus on Opportunity international Savings Limited (OISL), which is a non-banking financial institution based in Ashanti Region. The objectives of the study was (1)to determine the role of motivation in employee-driven publicity strategies; (2) to establish the role of extrinsic motivation in employees publicity integration and (3) To explore the scope of extrinsic motivational factors in integrating employees in publicity strategies. The qualitative method of research was used and unstructured in-depth interview guide was used to collect data from 20 out of 80 employees of OISL. The study found that motivational in general and extrinsic motivation in particular has significant role in urging employees to engage in publicity strategies. The study recommends that extrinsic motivation must be formally instituted and clearly explained to all levels of employees periodically; 2) there is the need for periodic review of established extrinsic motivation packages; 3) employees as stakeholders must be encouraged to contribute to the resources needed for extrinsic motivation activities and 4) above all, organizations must consider sustainability in designing and implementing any extrinsic motivation factors in era of competitiveness.