Training Effectiveness And Career Growth With Employee Proactivity Mediation On Influencer Marketing Success

Vollständiger Abstract

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This study examines the effects of training effectiveness and career growth on influencer marketing success, with employee proactivity serving as a mediating variable. Drawing on Proactive Motivation Theory, the study conceptualizes employee proactivity as a behavioral mechanism through which professional development resources and career-related opportunities are translated into successful influencer marketing outcomes. A quantitative cross-sectional survey was conducted among 300 professionals involved in influencer marketing activities in Indonesia, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that training effectiveness has a significant positive effect on employee proactivity, suggesting that relevant and applicable training strengthens employees' confidence and willingness to take initiative. Career growth also demonstrates a significant positive effect on employee proactivity, indicating that perceived opportunities for professional advancement motivate employees to actively seek improvement and development. Employee proactivity shows a strong positive effect on influencer marketing success and significantly mediates the relationships between training effectiveness and influencer marketing success, as well as between career growth and influencer marketing success. The findings contribute theoretically by extending Proactive Motivation Theory into influencer marketing research and practically by highlighting the importance of integrating employee training, career development, and proactive behavior to improve influencer marketing outcomes.