An examination of the impact of internal celebrations and gifts on employees within the scope of internal marketing

In today's business world, the human factor goes beyond being just a tool of production and is regarded as individuals with emotions, needs, and expectations The fact that employees are not just machines, but individuals who perform in line with their feelings and motivations, emphasizes the critical role of emotional interactions and intrinsic motivation elements in the success of businesses. This study aims to examine the effects of internal marketing strategies on employee motivation, commitment, and productivity within the context of corporate gifts and celebrations. In the first part, the conceptual framework of internal marketing is discussed; The role of these strategies in different sectors, especially the service sector, is detailed. The origins of internal marketing are evaluated in relation to the dynamics of service marketing and the importance of the internal customer concept in increasing employee motivation is emphasized. The second part focuses on the methodology of the study, and the data obtained through in-depth interviews using the qualitative research method, focusing on the participants' perceptions of internal marketing strategies and evaluating their experiences. It has been found that employees prefer customized gifts and celebrations. Findings were reached regarding equal gifts and celebrations between departments. It has been observed that preparing and privatizing internal marketing practices for employees without prioritizing financial value and presenting them at the right time and environment has a positive effect. The findings of this study reveal the critical role of internal marketing strategies on the dynamics within the business. Corporate gifts and celebrations are focused on relieving employees' work stress, increasing their sense of belonging to the organization, and overall productivity levels. Additionally, this study shows how businesses can both strengthen employee loyalty by improving their internal marketing practices and how these strategies can positively reflect on external customer satisfaction. As a result, it reveals that corporate gifts and celebrations are not only material values, but can also function as social and psychological tools that increase employee motivation and reinforce their sense of belonging.