INTERNAL MARKETING AND ORGANIZATIONAL CITIZENSHIP BEHAVIOUR (OCB) AMONG STAFF OF NIGERIAN ARMY UNIVERSITY BIU – BORNO STATE

Abstract

This study investigated the influence of internal marketing practices - Employee Motivation 
(EM), Digital Internal Communication (DIC), Leadership Emotional Intelligence (LEI), and 
Diversity, Equity, and Inclusion (DEI) on Organizational Citizenship Behaviour (OCB) among 
academic staff at Nigerian Army University Biu (NAUB). Drawing on Social Exchange Theory 
(SET), the study contends that employees’ perceptions of organizational support through these 
internal mechanisms foster discretionary behaviours that strengthen institutional effectiveness. 
A cross-sectional survey design was employed, targeting the entire population of 356 academic 
staff. A census sampling technique was adopted, resulting in a sample size equal to the 
population. Data were collected using a structured questionnaire with items measured on a five
point Likert scale. The instrument was adapted from validated scales in existing literature, 
ensuring content and construct validity, while a pilot test confirmed reliability with Cronbach’s 
alpha values above 0.70 for all constructs. Data were analyzed using multiple regression 
analysis. Findings revealed that all four internal marketing practices significantly and positively 
predicted OCB, with LEI exerting the strongest influence, followed by EM, DEI, and DIC. The 
results underscore the importance of emotionally intelligent leadership and inclusive 
organizational practices in promoting citizenship-driven behaviours among academics. The 
study concludes that a supportive and inclusive internal environment is crucial for institutional 
resilience and academic excellence. It recommends structured recognition frameworks, robust 
digital communication systems, leadership development programmes emphasizing emotional 
intelligence, and comprehensive DEI strategies to enhance staff engagement and organizational 
performance.