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            "@value": "The purposes of this research are 1)To explore internal marketing,  organizational commitment, change leadership and business continuity and their  components, 2) To analyze the direct and indirect effects of internal marketing,  organizational commitment and transformational leadership on business continuity,  and 3) to find the internal marketing factors that affect the business continuity of  industrial SMEs in Guangxi, China.  Qualitative and quantitative research methods were adopted in this study,  and the data collection tools included in-depth interviews and questionnaires. Through  in-depth interviews with experts, the internal marketing factors affecting the business  continuity of small and medium-sized enterprises were found, and an effective and  reliable questionnaire was developed. 505 samples were collected. Descriptive  statistics, mean and inferential statistics, confirmatory factor analysis, path analysis and  structural equation modeling (SEM) are used. The research shows that: 1) Internal communication has the greatest impact  on internal marketing, continuous commitment has the greatest impact on  organizational commitment, moral model has the greatest impact on transformational  leadership, and social responsibility has the greatest impact on business continuity. 2) The results of confirmatory factor analysis show that internal marketing, organizational commitment and transformational leadership all have significant  influence on business continuity, but the degree of influence is different. Transformational leadership has the strongest impact on business continuity, indicating that a leader's ability to inspire and change plays a key role in a company's sustainable operation. 3) This study constructs a structural equation model of internal marketing, organizational commitment and transformational leadership on business continuity.  The path analysis results show that all paths have significant positive effects and  support all hypotheses. Among them, transformational leadership has the greatest  impact on organizational commitment, while internal marketing has the weakest direct  impact on business continuity, but it is still significant.  The research shows that internal marketing significantly promotes the  organizational commitment of employees by enhancing their sense of participation  and identity, and further improves the business continuity and innovation ability of  enterprises. Therefore, the following suggestions are put forward: 1) Enterprises should  establish a strong cohesive corporate culture through internal marketing, reduce  employee mobility, and lay the foundation for long-term stable development of  enterprises. 2) Focus on training managers with transformational leadership  characteristics, stimulate the creativity and responsibility of employees, and promote  the innovation and competitiveness of enterprises. 3) Enterprises should enhance employees' organizational commitment by providing career development opportunities and enhancing employees' professional identity, and improve the  stability and performance of enterprises. In short, companies can ensure competitive advantage in a dynamic market environment through a combination of internal  marketing, organizational commitment, and transformational leadership. The research  findings provide theoretical support for internal marketing in improving employee  performance, enhancing organizational commitment and promoting the sustainable  development of enterprises, and provide important implications for the management  practice of small and medium-sized enterprises.\n\nKeywords: Internal Marketing, Organizational commitment, Transformational  leadership, Business Continuity"
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