Browsing by Subject "Generation Z"
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Item Restricted A Qualitative Investigation of Needs Amongst Millennials and Generation Z Within the Social Media Marketing Industry : Lessons for Leadership(2023) Celina von Eshen; Hynes, Jennifer; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: The modern business arena is facing a myriad of challenges, prominently the retention of skilled employees amidst the ongoing "war of talent," with a significant percentage of the workforce experiencing job burnout and actively seeking new employment opportunities. The integration of Generation Z alongside Millennials represents a notable shift in the professional landscape, each bringing unique traits and motivations to the table, especially within the burgeoning domain of Social Media Marketing. This study aims to unravel the contrasting or aligning needs for power and achievement between these generations and elucidate the implications for leadership within the Social Media Marketing industry. Through a qualitative approach, employing a deductive thematic analysis, the investigation endeavors to answer three core questions concerning the significance of achievement and power to these generations and how leaders can support and meet their distinct needs. By comprehending and addressing the generational needs, organizations can foster a conducive work environment promoting collaboration, comprehension, and positive inter-generational relations, thus contributing to enhanced employee satisfaction, motivation, and reduced burnout, which are quintessential for gaining a competitive edge in today's dynamic business environment. Keywords: Generation Z, Millennials, Social Media Marketing, Employee Retention, Job Burnout, Leadership, Achievement, Power, Deductive Thematic Analysis, Inter-generational CollaborationItem Restricted An Exploration on How to Improve the Relationship Between Gen Z and Nature With the Help of Visual Communication Design(2023) Nomi Kim Köder; Kim, Erin; Rieß, Henrik; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: The escalating digitalization and urbanization have distanced the modern populace, particularly Generation Z, from nature, impacting their nature connectedness and, consequently, environmental awareness. Inspired by the visual narrative of "Avatar: The Way of Water," this thesis navigates the complex relationship between humans and nature, focusing on Gen Z residing in urban settings like Berlin, Germany. Through a blend of surveys, secondary research, and an exploration of visual communication fields like Technobiophilia and Biodesign, the research aims to bolster the nature connectedness among Gen Z individuals. By delving into the intricacies of nature connectedness and its pivotal role in fostering a pro-environmental mindset, the thesis endeavors to answer how visual communication design can bridge the growing chasm between urbanized Gen Z individuals and nature, potentially catalyzing a ripple effect of heightened environmental consciousness and action against climate change. Keywords: Generation Z, Nature Connectedness, Urbanization, Digitalization, Visual Communication Design, Environmental Awareness, Technobiophilia, Biodesign, Avatar: The Way of Water, Pro-environmental MindsetItem Restricted The Impact of Tiktok as a Music Marketing Tool on Generation Z's Engagement and Song Liking : an Experimental Study(2023) Selma Moumile; Artinger, Florian; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Purpose: During the COVID-19 pandemic, social media platforms such as TikTok have played a significant role, drawing in content makers and performers alike. This research seeks to answer whether individuals' exposure to a song on TikTok has a different effect on their interest and degree of liking with music than exposure to the same song solely on other music streaming platforms. The research also expects to show how TikTok might be a marketing tool for musicians. Research Design and Methodology: The study uses a quantitative research approach to determine whether, or not, watching TikTok videos increases viewers' interest in and preference for a song. Quantitative information is gathered from two groups of respondents using structured surveys with PANAS questions and Likert scale questions. The research uses the reliable and accurate Music Receptivity Scale (MRS) to measure the participants' degree of liking a specific song. Findings: The results of this research examine how viewing a TikTok video effects Gen Z listeners' degree of liking a piece of new music. Participants in the baseline group were only asked to listen to a song on Spotify. The participants in the second group, who first saw a TikTok video showed more interest and liking in the song than those in the baseline group. A statistically significant difference in average scores between the two groups indicates that participants' interest and impressions of the music were affected by their exposure to TikTok. Value, originality: These results add to the expanding body of literature on TikTok as a music marketing tool, suggesting future directions for the independent music industry and general music industry. The study provides insights into the potential of TikTok as a vital tool for enhancing the degree of liking for a song, which illuminates the role of TikTok in changing music tastes and emotional reactions among Generation Z. Keywords: TikTok, degree of liking, music consumption, social media, Generation Z, music marketing, Music Receptivity Scale