THE ROLE OF INTRINSIC MOTIVATION IN EMPLOYEE PUBLICITY INTEGRATION

Abstract

Motivation plays a critical role in engendering employees to participate or otherwise in publicity strategies. Motivation is expressed in two ways – intrinsic and extrinsic. This study focused on the intrinsic aspect of motivation and how it plays out in motivating employees to engage in publicity strategies. The purpose of the study was to examine the role of intrinsic motivation in the integration of employees’ in publicity strategies. To achieve this purpose, three objectives: 1) to determine the role of motivation in integrating employees publicity strategies; 2)to establish the role of intrinsic motivation in employees publicity integration and 3) to explore the scope of intrinsic motivational factors in integrating employees in publicity strategies. The population of the study was Ghana Baptist University College. The study was qualitative and in-depth interview was used to collect data from 40 employees of GBUC. The findings indicate that intrinsic motivation plays a crucial role in the integration of employees’ in publicity strategies to drive students’ enrolment. Currently, GBUC engages employees in its publicity drives but it appears there is lack of proper coordination to harness the positive effects of intrinsic motivation. The study recommends that the management of GBUC must harness the positive intuitive drive of the employees to deepen the institution’s publicity activities.