Exploring the convergence of emotional intelligence and internal marketing: a comprehensive bibliometric analysis

Purpose This study aims to conduct a bibliometric analysis of the international scientific literature addressing the intersection between Emotional Intelligence (EI) and Internal Marketing (IM), with a particular focus on their implications for job satisfaction and sustainable organizational development. The objective is to identify thematic trends, knowledge gaps and research opportunities in this emerging interdisciplinary domain. Design/methodology/approach A quantitative bibliometric analysis was carried out using the Biblioshiny package in RStudio, based on a final sample of 3,976 documents retrieved from the Scopus and Web of Science databases. The PRISMA 2020 protocol was applied to refine the sample. Citation indicators, co-occurrence networks, author productivity and thematic mapping were analyzed to provide a structured overview of the field’s evolution. Findings The results reveal a steady growth in scientific output, with thematic convergence around job satisfaction, burnout and emotional labor. However, there is a notable scarcity of studies integrating EI and IM in a systematic way. The analysis also highlights regional disparities in research output, as well as emerging clusters related to sustainable leadership and workplace well-being. These findings support the development of integrative theoretical models and evidence-based practices. Originality/value This is the first bibliometric study to systematically examine the joint treatment of EI and IM. The study offers novel insights into the intellectual structure and thematic evolution of the field, providing a foundation for future interdisciplinary research and practical applications aimed at enhancing employee satisfaction, engagement and sustainable performance.