Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered through semistructured telephone interviews conducted with 20 social media marketing professionals who were recruited through email and social media. The data were coded using inductive codes of reoccurring themes. Social media marketers were found to be most successful when remaining honest and transparent, and when personalizing their communications to their target audiences. Marketers reading this study can gain insight into the social media behavior of Generation Y consumers and can apply the strategies presented in this study in their social media campaigns. This study may promote social change by improving the relationship between social media marketers and Generation Y consumers, allowing Generation Y consumers to gain a stronger voice in marketing, and by highlighting the need for marketers to communicate and advertise more honestly with their consumers.

Current research identifies effective leadership communication, which includes frequent direct conversational communication from company leaders, influences worker performance during organizational change. Social media, mobile technology, and the Millennial workforce have shifted leader communication style from purely top-down, town hall style communication to incorporate more collaborative and engaging forums. The case study addressed how globalization, social media, and mobile technology affects leadership communication and then subsequently effects worker performance as Millennials join the workforce. Qualitative data were collected from observations and interviews from a purposeful selection of 9 Millennial employees, including 2 Millennial leaders, and 8 non-Millennial leaders of a Fortune 100 company. The data were focused on leadership communication during the leaders' implementation of key company and organizational structural changes, which centered on the company's U.S. Location Strategy program. Data analysis involved the identification of themes relating to current leadership communication trends that included recognition that globalization requires updated technology and tools along with communication of best practices. Encouraging employees to share these tools and resources trend improvement in company performance. These findings contribute to social change by producing information about how globalization, Millennials, social media, and mobile technology use influenced leadership communication and effectiveness. The adaption and use of newer technology has influenced leadership communication effectiveness. Company leaders could use this information to implement changes that help employees communicate better within their workforce.

There is an abundance of scholarly literature examining the Millennial generation's characteristics and their uniqueness in the workforce, but few studies have examined the lived experiences of Millennials and what motivates them in the public sector workplace. Given the size of the Millennial cohort, the largest and most educated in history, this generation of public servants merits more research. This phenomenological study sought to determine what factors motivate Millennial public sector workers through a criterion sample of 20 District of Columbia government employees. Data obtained from interviews were analyzed through use of NVivo10 allowing for the identification of themes, findings and recommendations for further studies. Findings revealed that these 20 workers were motivated by the same factors that impact other generations, as Herzberg delineated in his 2-factor theory. Despite these similarities, participants felt they were unique and not understood by the generations of workers that precede them. The themes obtained from this study can inform public administrators seeking to increase workforce collaboration and productivity and underscores the need for further scholarly attention. Millennial public servants need to feel engaged through increased responsibility, recognition, and the nature of work, as they will soon comprise 1/3rd of the workforce. These findings have implications for social change by educating public administrators and Millennials' coworkers to capitalize on the younger workers' ability to contribute to the overall productivity and competitiveness of government.

Job satisfaction in law enforcement is important because it promotes continuity of a professional and cohesive police force that works well together, follows proper policy and procedures, and provides the services needed to the public. Given multigenerational law enforcement officers are now working together, its impact on job satisfaction is not known. This study focused on how generational cohort membership impacts the job satisfaction of law enforcement officers based on Mannheim's theory of generations and Locke's range of affect theory. It utilized a survey design where job satisfaction was assessed using the Job Descriptive Index, Organizational Commitment Questionnaire, and Job Task Questionnaire. A quantitative analysis was employed using a correlation design, multiple regression, and an ANOVA. Findings showed significant differences at the .05 level in frequency ratings on the job task questionnaire on patrol, traffic enforcement, and warrant service between the generations. A logistical regression of Job Descriptive Index scores showed a significant relationship between generational cohort membership and job satisfaction scores on the promotion scale, supervision scale, and the job in general scale. Lastly, a logistical regression of the Occupational Commitment Questionnaire showed significance between Generation X and Millennial officer's overall scores with Millennial's having lower organizational commitment. Implications for social change include increasing knowledge for patrol officers and their supervisors regarding these generational differences. Other social change includes training programs for current and future officers on understanding and working with these generational differences in law enforcement.

Managers struggle with how to motivate the Millennial generation employee. Research that explores which leadership styles are effective with Millennial generation employees is limited. The purpose of this study was to explore what leadership styles are effective with Millennial employees, which led to a key research question: Which leadership styles facilitate employee motivation for the Millennial generation? The theoretical framework was based on the social learning, transformational leadership, and servant leadership theories, which were used to identify effective leadership styles. In the theoretical framework, different motivation theories were presented to establish the context in which motivation was discussed. This quantitative study used a survey administered online to collect data using the Multifactor Leadership Questionnaire, Ethical Leadership at Work Questionnaire, and SL-7 instruments. The participant pool consisted of randomly selected Millennial generation employees (N = 158) who worked in an office setting. The Mann-Whitney U test was used to test for stochasticity. The Kendall's coefficients of concordance and Spearman's correlation were conducted to perform the analysis. The results of this study indicated that all 3 leadership styles effectively motivate Millennial employees, and that the servant leadership style is most effective. This study may contribute to a positive change in leadership practices. Employee job satisfaction may increase as these leadership behaviors are adopted. This in turn may have a positive social impact on the individuals, as well as in the surrounding communities of the individuals who work for leaders who practice any 3 of these leadership styles.

Young adults in the United States are less interested in organized religion and consider the use of enhanced interrogation techniques on terrorists and captured U.S. military personnel by enemy forces as justifiable. The relationship between religion, political ideology, and enhanced interrogation support are well known, yet it is not known if young adults with current or prior military service also consider these applications justifiable. The purpose of this study was to determine if religion influenced the opinions of young adults with current or former military service on the use of enhanced interrogations. The theoretical framework for this study included Milgram's theory of obedience and Maslow's theories of motivation. Research questions focused on religion, age, gender, and support for enhanced interrogation of (a) terrorist and suspected terrorist and (b) captured U.S. Armed Forces personnel. A quantitative design was used by employing 10-item measure of religious involvement, religious commitment, and acceptability of enhanced interrogation administered electronically via internet. Data from current or former military service members (n = 105), recruited through military community newspapers and social networking websites, were collected and coded for correlational analysis. Results indicated a significant positive correlation between religion and support for enhanced interrogation of terrorists or suspected terrorist (r(95) = .366, p < 0.000). There was no correlation between religion and support for enhanced interrogation with age, gender, and use on U.S. Armed Forces personnel. Implications for positive social change include consideration of this religious influence by military chaplains when training military members on ethical obligations and military law.

The transition of organizations' workforces from a baby-boomer to a millennial majority in the 21st century has created work-engagement strategy challenges for management. The purpose of this study was to explore the engagement strategies that business managers design and implement that effectively address the generational differences within the workforce. The case study design was appropriate for addressing this study's purpose of exploring the successful experiences of approximately 125 healthcare business managers within a business organization in Huntington, West Virginia. Transformational leadership theory constituted the conceptual framework for this study. Methodological triangulation was used to identify key themes from the participants' interviews, employee training manuals, and job descriptions of the healthcare organization. The key themes that emerged were reverse mentorship, employee work-life balance, and employee feedback expectations. Social change could result from implementing the recommendations of this study to enhance employees' individual qualities such as worth, dignity, and a strong work ethic, thereby catalyzing employees' support of their local communities.

This research examines the political implications of the Millennial generation on American politics by exploring the interaction of generational cohort with race, social issues, and civil liberties. Relying on the 2016 Collaborative Multiracial Post-Election Survey and the 2018 General Social Survey, I examine (1) Millennial attitudes toward race and ethnicity by looking specifically at racial linked fate, (2) how Millennials interact with race and evangelical Christianity and how this interaction influences social policy preferences, and (3) how generational factors influence Millennial attitudes toward American civil liberties. I find that there are measurable effects of generational cohorts on the predicted value of Linked Fate for racial minority groups in the United States. My results suggest that Millennials are significantly more likely to have higher levels of linked fate for Latino and Asian Americans. However, I do not find sufficient evidence to suggest that African Americans' level of linked fate is affected either positively or negatively for Millennials. Second, for the investigation on social policy, the results suggest that those who sit at the intersection of the three groups- the Latino-Millennial evangelicals- hold policy preferences that contrast from those who are solely either Latino, Millennial, or evangelical. Latino-Millennial evangelicals are significantly more likely to hold liberal policy preferences on issues of climate change but more conservative attitudes on aid to the poor. Lastly, on issues of American civil liberties, the results indicate that Millennials are far more likely to support free speech (even for controversial actors), than both the Boomer generation and Generation X. Millennials are also more likely to oppose governmental intervention in religion and are significantly more likely to support abortion rights for women.

The Millennials, today’s pupils and students, is the first generation to grow up with tools for interactive communication and media production. Many students choose to study music production in higher education establishments. Therefore music production is an emerging subject and important research topic. The aim of this thesis is to develop knowledge of music production and to identify key skills necessary for music producers and music production teachers. Three sub-studies were performed to investigate what characterizes music production, both in an educational context and as a professional activity. In the first study, a Desktop Music Production project in a municipal music school was investigated. Observations and interviews were used as data collection methods. The results show that teachers need to be multi skilled to teach musicproduction. In addition to standard teaching skills they need to have extensive knowledge of music technology and relevant contemporary knowledge about trends in youth culture and popular music. In the second study students' views on important learning outcomes in music production were investigated. Questionnaires and group interviews were used to collect data. The results show that music production is a topic that includes various types of content. Issues regarding music, technology, music industry, personal development and employability were of central importance to the students. In the third study eleven professionals were interviewed, all music production teachers or active music producers. The main result was that the skills required for both music producers and music production teachers are varied and extensive. Psychology and leadership, music, technology, ethics, law and copyright, entrepreneurship and cultural timing are particularly relevant to music production. Based on these results, a model for education in music production is presented. Music production also differs from traditional music education. In addition to traditional musical and pedagogic skills it requires technical competence from the teachers. Men dominate music production teaching, and the vast majority of professional music producers are also men. Technological developments are affecting young people's musical skills, and therefore it’s a challenge for music teachers to meet pupils and students who already have advanced knowledge of music production and are eager to learn more.

The Millennials, today’s pupils and students, is the first generation to grow up with tools for interactive communication and media production. Many students choose to study music production in higher education establishments. Therefore music production is an emerging subject and important research topic. The aim of this thesis is to develop knowledge of music production and to identify key skills necessary for music producers and music production teachers. Three sub-studies were performed to investigate what characterizes music production, both in an educational context and as a professional activity. In the first study, a Desktop Music Production project in a municipal music school was investigated. Observations and interviews were used as data collection methods. The results show that teachers need to be multi skilled to teach musicproduction. In addition to standard teaching skills they need to have extensive knowledge of music technology and relevant contemporary knowledge about trends in youth culture and popular music. In the second study students' views on important learning outcomes in music production were investigated. Questionnaires and group interviews were used to collect data. The results show that music production is a topic that includes various types of content. Issues regarding music, technology, music industry, personal development and employability were of central importance to the students. In the third study eleven professionals were interviewed, all music production teachers or active music producers. The main result was that the skills required for both music producers and music production teachers are varied and extensive. Psychology and leadership, music, technology, ethics, law and copyright, entrepreneurship and cultural timing are particularly relevant to music production. Based on these results, a model for education in music production is presented. Music production also differs from traditional music education. In addition to traditional musical and pedagogic skills it requires technical competence from the teachers. Men dominate music production teaching, and the vast majority of professional music producers are also men. Technological developments are affecting young people's musical skills, and therefore it’s a challenge for music teachers to meet pupils and students who already have advanced knowledge of music production and are eager to learn more.