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A Qualitative Investigation of Needs Amongst Millennials and Generation Z Within the Social Media Marketing Industry : Lessons for Leadership

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dc.contributor.advisorHynes, Jennifer
dc.contributor.advisorVillegas, Erick Behar
dc.contributor.authorCelina von Eshen
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-11-28T13:27:04Z
dc.date.available2025-11-28T13:27:04Z
dc.date.issued2023
dc.description.abstractAI-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 Collaborationen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction ......................................................................................... 3 1.1 Theoretical and Practical Value of Research ................................. 5 2. Theoretical Framework .......................................................................... 5 2.1 Social Media Marketing (smm) ..................................................... 5 2.2 Gen Z and Millennials in the Workforce .......................................... 6 2.3 Leadership .................................................................................. 9 2.4 Values, Needs and Motivation ...................................................... 10 2.4.1 Schwartz Theory .............................................................. 11 2.4.2 Mcclelland's Theory of Needs ........................................... 11 2.4.3 Motivation ..................................................................... 12 3. Methodology ...................................................................................... 13 3.1 Sample, Semi-structured Interviews ............................................ 13 3.2 Thematic Analysis ................................................................. 15 4. Results ............................................................................................. 15 5. Discussion ........................................................................................ 23 5.1 Generation Z .......................................................................... 24 5.2 Millennial .............................................................................. 25 5.3 Similarity and Differences ....................................................... 26 5.4 Leadership ............................................................................ 27 6. Conclusion ......................................................................................... 28 7. References 8. Appendixen
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/729
dc.language.isoeng
dc.subjectAchievement
dc.subjectEmployee Retention
dc.subjectInter-Generational Collaboration
dc.subjectJob Burnout
dc.subjectLeadership
dc.subjectMillennials
dc.subjectPower
dc.subjectSocial Media Marketing
dc.subjectGeneration Z
dc.titleA Qualitative Investigation of Needs Amongst Millennials and Generation Z Within the Social Media Marketing Industry : Lessons for Leadership
dc.typeThesis

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