ORIENTATION: Millennials (born 1981-2000) are set to shape South Africa's banking sector post-coronavirus disease 2019 (COVID-19). However, their unique work expectations pose challenges for attraction and retention. Understanding Millennials' total reward preferences is vital for enhancing competitiveness in the industry RESEARCH PURPOSE: This study explores the total rewards that attract and retain Millennials in South Africa's banking industry post-COVID-19 MOTIVATION FOR THE STUDY: The COVID-19 pandemic has transformed workplace dynamics, with remote and hybrid work becoming standard. As older employees retire, organisations face high turnover among Millennials. Addressing their reward preferences is key to improving talent retention and engagement RESEARCH APPROACH/DESIGN AND METHOD: A qualitative, interpretivist methodology was adopted. Data were collected from 11 participants through semi-structured interviews MAIN FINDINGS: Five reward categories emerged as critical for attracting and retaining Millennials: (1) remuneration, (2) well-being, (3) development, (4) recognition and (5) benefits. Non-monetary rewards, especially flexible and remote work options, were highlighted as essential for achieving work-life balance PRACTICAL/MANAGERIAL IMPLICATIONS: Organisations must align reward strategies with Millennials' needs and values. Failure to do so could perpetuate challenges in talent attraction and retention CONTRIBUTION/VALUE-ADD: This study offers valuable insights into Millennials' shifting reward preferences in South Africa's banking sector post-COVID-19. It provides actionable recommendations for leaders and human resource practitioners to develop reward systems that address generational expectations in an evolving workplace

Abstract: This study aims to determine the variables that millennials consider most important when making a job choice. Information is collected through an online survey of a representative sample of 325 millennials from the Coquimbo region (Chile), born between 1981 and 1995. A Job Preference Index (ILP) is established to arrive at a model with the most important variables that a millennial considers when choosing an organization to work for. The results show that variables such as teamwork, economic projection, and diversity and inclusion have an important and significant impact on job choice, with coefficients of 0.132, 0.135, and 0.107 respectively. It is concluded that millennials share similar preferences about their likes and other relevant variables for their job choices, regardless of their gender, marital status, and hobbies.

Resumen: Este estudio tiene por objetivo determinar las variables que los millennials consideran más importantes a la hora de tomar una elección laboral. Para ello, se realiza un levantamiento de información mediante una encuesta en línea a una muestra representativa de 325 millennials pertenecientes a la región de Coquimbo (Chile), nacidos entre 1981 y 1995. De esta forma, se establece un Índice de Preferencia Laboral (ILP) para llegar a un modelo con las variables más importantes que un millennial considera a la hora de elegir una organización para trabajar. Se evidencia que variables como trabajo en equipo, proyección económica y diversidad e inclusión presentan una incidencia importante y significativa en esta elección, con coeficientes de 0.132, 0.135 y 0.107 respectivamente. Se concluye que los millennials presentan preferencias muy similares en cuanto a sus gustos y variables relevantes a la hora de trabajar, independiente de su sexo, estado civil y hobbies.

Resumen El presente artículo tiene como finalidad estructurar una visión general sobre el streaming de videojuegos como agente generador de empleo y nuevas carreras profesionales en el Ecuador. En la metodología se planteó un diseño no experimental de alcance descriptivo y correlacional, de enfoque mixto, empleando el método Delphi en el componente cualitativo, mientras que se ejecutaron encuestas para solventar el componente cuantitativo. En este sentido, se pudo observar una mayor participación de la generación Z y millennials en este tipo de actividades, lo que a su vez refleja el interés por formar parte del streaming de videojuegos, mientras que otros que ya son usuarios han percibido un aporte o beneficio económico por jugar o crear contenido. Además, se resalta al género masculino como el principal participante en estas plataformas. Se concluyó que hay relación entre las personas que dedican horas a los videojuegos y el deseo de obtener réditos económicos a través de este modelo de negocio. De igual forma se observa una tendencia de los gamers en profesionalizarse en carreras de marketing digital y producción audiovisual y multimedia, lo cual sirve para que las instituciones de educación superior ajusten y fortalezcan los programas académicos relacionados, así como enfocar de manera más efectiva sus estrategias de marketing hacia este público objetivo.

Abstract This article aims to structure an overview of video game streaming as a generator of employment and new professional careers in Ecuador. In the methodology, a non-experimental design of descriptive and correlational scope was proposed, using a mixed approach, with the Delphi method in the qualitative component. At the same time, surveys were executed to solve the quantitative component. In this sense, it was possible to observe a greater participation of Generation Z and Millennials in this type of activity, which in turn reflects the interest in being part of video game streaming. In contrast, others are already users and have perceived a contribution or economic benefit for playing or creating content. In addition, the male gender is highlighted as the main participant in these platforms. It was concluded that there is a relationship between people who dedicate hours to video games and the desire to obtain economic income through this business model, and there is also a tendency for gamers to become professionals in digital marketing and audiovisual and multimedia production careers.

Abstract Currently, different generations are interacting in the academic environment: generation X, millennials (generation Y) and centennials (generation Z), the question arises as to whether there is a different perception of the importance of knowledge, skills, attitude and values among students of different generations. To answer this question, this research was carried out with the objective of testing whether the level of importance regarding knowledge, skills, attitude and values were different depending on the age of the education student at the Universidad Autónoma del Noreste (UANE) Monclova campus, Mexico. Individual interviews were applied on the university campus to a sample of 158 students who were studying careers related to education (undergraduate and postgraduate) at the Universidad Autónoma del Noreste, Monclova campus, Mexico. The analysis of the data obtained was carried out using the Kruskal-Wallis H statistical test to test the hypothesis. The results showed that the level of importance that each student perceives regarding knowledge, skills, attitude and values is not different depending on their age range.

Resumen Actualmente en el entorno académico se encuentran interactuando generaciones diferentes: generación X, milenials (generación Y) y centenials (generación Z), surgiendo la incógnita sobre si existe una percepción diferente sobre la importancia de los conocimientos, las habilidades, la actitud y los valores, entre alumnos de diferentes generaciones. Para dar respuesta a esta incógnita se realizó la presente investigación con el objetivo de probar si el nivel de importancia respecto a los conocimientos, las habilidades, la actitud y los valores era distinto según la edad del estudiante de educación de la Universidad Autónoma del Noreste (UANE) campus Monclova, México. Se aplicaron en el campus universitario entrevistas individuales a una muestra de 158 alumnos que cursaban carreras relacionadas a la educación (licenciatura y posgrado) de la Universidad Autónoma del Noreste campus Monclova, México. El análisis de los datos obtenidos se realizó mediante la prueba estadística de H de Kruskal-Wallis para comprobar la hipótesis. Los resultados mostraron que el nivel de importancia que cada alumno percibe respecto a los conocimientos, las habilidades, la actitud y los valores no es distinto según su rango de edad.

Resumo O presente artigo aborda a influência significativa da geração Y ou dos millennials no comportamento de compra e nas interações com a marca. O foco desta geração num mundo melhor e o facto de serem nativos digitais impulsionou mudanças no e-commerce e na forma como as empresas operam. Esta trata-se de uma geração preocupada com o planeta e com o futuro, que conseguiu forçar honestidade e transparência das empresas acerca dos seus produtos, processos e valores. Os millennials estão mais propensos a apoiar marcas que priorizam a responsabilidade social, a sustentabilidade e as práticas éticas. Os valores da marca ganharam destaque, moldando as perceções e o comportamento do consumidor. Esses valores representam as crenças e os princípios que a marca defende e têm um impacto significativo nas perceções dos consumidores sobre esta e o comportamento em relação a ela. O objetivo deste estudo é explorar como os valores da marca IKEA afetam as decisões de compra dos consumidores millennials portugueses. Foi utilizada uma metodologia quantitativa, com a aplicação de um inquérito por questionário, através do qual se obteve 402 respostas junto dos consumidores da marca IKEA. As principais conclusões indicam que os valores da IKEA Portugal impactam significativamente as decisões de compra dos consumidores millennials, especialmente as relacionadas com a relação qualidade-preço, sustentabilidade, responsabilidade social e apoio às comunidades.

Abstract This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation prioritises environmental and social concerns, compelling companies to adopt honesty and transparency in their products, processes, and values. Millennials are inclined to support brands that demonstrate social responsibility, sustainability, and ethical practices. Consequently, brand values have become pivotal, shaping consumer perceptions and behaviours. These values reflect the beliefs and principles a brand embodies, significantly impacting consumer perceptions and behaviours toward it. The study aims to investigate how IKEA’s brand values influence the purchase decisions of Portuguese millennial consumers. A questionnaire survey was conducted, employing a quantitative methodology, yielding 402 responses from IKEA consumers. The primary findings reveal that IKEA Portugal’s values notably influence the purchase decisions of millennial consumers, particularly those related to value for money, sustainability, social responsibility, and community support.

Resumen Objetivo: Al ser los recorridos de carreras cada vez más idiosincráticos, la gestión de carrera individual constituye un aspecto clave del desarrollo profesional. Además, los millennials supondrán el 75 % de la fuerza laboral mundial. En consecuencia, este trabajo examina la percepción del proceso de planificación de carrera por parte de los millennials profesionales. Metodología: Por medio de un enfoque cualitativo exploratorio, 26 profesionales millennials de Europa y América Latina participaron en este estudio. Resultados principales: Aunque la mayoría planifica su carrera en algún grado, distintos grupos fueron identificados: aquellos que planifican a detalle, los que planifican solo grandes objetivos, los que planifican de manera gradual y los que no planifican. Aun en contextos inciertos, y debido a esta incertidumbre, la planificación de carrera sigue vigente. Conclusiones: Estos resultados contribuyen a ampliar la literatura sobre gestión de carrera individual. Al mismo tiempo, pueden ayudar a que los empleadores ofrezcan un acompañamiento de carrera más ajustado al tipo de planificador y a su origen cultural; estas iniciativas son especialmente relevantes en contextos de carrera pospandémicos.

Abstract Objective: As career paths become increasingly idiosyncratic, individual career management is a key aspect of career development. Moreover, millennials will account for 75 % of the global workforce. Accordingly, this paper aims to examine how the career planning process is perceived by professional millennials. Methodology: Adopting an exploratory qualitative approach, 26 millennial professionals from Europe and Latin America participated in this study. Key findings: Although most of the participants plan their careers to some degree, distinct groups were identified concerning career planning: Those who plan in detail, those who plan only major career goals, those who plan incrementally, and those who do not plan. Even in uncertain contexts, and due to this uncertainty, career planning is still present. Conclusions: These results contribute to expanding the literature on individual career management. In turn, they may help employers to offer tailored career support initiatives in line with the type of planner and their cultural background, these initiatives are especially relevant in post-pandemic career contexts.

Resumo Objetivo: À medida que os planos de carreira se tornam cada vez mais idiossincráticos, a gestão individual da carreira constitui um aspecto fundamental do desenvolvimento profissional. Além disso, a geração millennial representaria 75% da força de trabalho global. Consequentemente, este trabalho examina a percepção do processo de planejamento de carreira pelos profissionais millennials. Metodologia: Adotando uma abordagem qualitativa exploratória, participaram deste estudo 26 profissionais millennials da Europa e da América Latina. Principais resultados: Embora a maioria planeje em algum grau a carreira, diferentes grupos foram identificados: os que planejam detalhadamente, os que planejam apenas grandes objetivos, os que planejam gradativamente e os que não planejam. Mesmo em contextos incertos, e devido a esta incerteza, o planejamento de carreira continua sendo válido. Conclusões: Esses resultados contribuem para ampliar a literatura sobre gestão individual de carreira. Ao mesmo tempo, podem ajudar os empregadores a oferecer um apoio profissional mais adaptado ao tipo de planejador e à sua origem cultural, sendo estas iniciativas especialmente relevantes em contextos profissionais pós-pandemia.

Resumen El Modelo Conceptual Integrado, basado en la Teoría del Comportamiento Planificado, se convierte en la guía rectora para predecir la intención de comportamiento emprendedor. El objetivo fue utilizar los modelos propuestos para predecir la variable dependiente Intención de Emprender (IBE). El método de la investigación fue por medio de una estrategia de modelado de tres etapas, las dimensiones probadas y sus capacidades reflexivas fueron evaluadas con el método estadístico de segunda generación de Modelado de Ecuaciones Estructurales. En general, los modelos replican el CB-SEM y el PLS-SEM propuestos originalmente. Los resultados confirman la consistencia interna y las capacidades predictivas de todos los modelos y la mayoría de las variables independientes. Los hallazgos sugieren que el modelo debe continuar la replicación a través de diferentes muestras para la generalización. La originalidad avanza en el hecho de que hay poca o ninguna evaluación de los modelos dentro de los sujetos latinoamericanos, y mucho menos utilizando el análisis SEM. Las limitaciones incluyen las capacidades de análisis ya que los modelos se vuelven complicados y la adición de la operacionalización de los esfuerzos universitarios variables.

Abstract The Integrated Conceptual Model, based on the Theory of Planned Behavior, becomes the guiding guide to predict the intention of entrepreneurial behavior. The objective was to use the proposed models to predict the dependent variable Intention to Entrepreneur (IBE). The research method was through a three-stage modeling strategy, the dimensions tested and their reflective capacities were evaluated with the second-generation statistical method of Structural Equation Modeling. In general, the models replicate the originally proposed CB-SEM and PLS-SEM. The results confirm the internal consistency and predictive capabilities of all models and most of the independent variables. The findings suggest that the model should continue replication across different samples for generalization. The originality advances in the fact that there is little to no evaluation of the models within Latin American subjects, much less using SEM analysis. Limitations include analysis capabilities as the models become complicated and the addition of operationalization of variable university efforts.

Abstract This paper identifies the intrinsic and extrinsic factors that influence consumers to purchase organic products, and also determines the barriers that sometimes prevent university student millennials from purchasing this type of product. The research had a qualitative approach and the information was collected through semi-structured interviews, thirty-two university student millennials from Ecuador and Peru participated in the study and the data was coded using the Grounded Theory. The findings determined that intrinsic factors (environmental knowledge, environmental awareness, habits, health and values) and extrinsic factors (family influence, social influence, fear of COVID-19 infection), are the main factors that motivate the consumption of organic products. The study also determined that factors such as availability, price, and skepticism are occasional barriers to the purchase of this type of product. Regarding the originality value, the main contributions of this study are to be one of the first studies in Ecuador and Peru using the Grounded Theory to determine the conceptualisation that millennials have about organic products, as well as learning the influential factors and the existing barriers in the purchase behaviour of organic products in Ecuador and Peru.

Resumen Este artículo identifica los factores intrínsecos y extrínsecos que influyen en los consumidores para adquirir productos orgánicos, además determina las barreras que en ocasiones impiden que los millennials universitarios adquieran este tipo de productos. La investigación tuvo un enfoque cualitativo y la información fue recolectada por medio de entrevistas semiestructuradas; treinta y dos millennials universitarios de Ecuador y Perú participaron en el estudio y los datos fueron codificados utilizando la teoría fundamentada. Los hallazgos determinaron que los factores intrínsecos (conocimiento ambiental, conciencia ambiental, hábitos, salud y valores) y extrínsecos (influencia familiar, influencia social, miedo al contagio de COVID-19), son los principales factores que motivan el consumo de productos orgánicos. El estudio también determinó que factores como la disponibilidad, el precio y el escepticismo son barreras ocasionales para la compra de este tipo de productos. En cuanto al valor de originalidad, los principales aportes de este estudio son convertirse en una de las primeras investigaciones en Ecuador y Perú que utilizó la teoría fundamentada para determinar la conceptualización que tienen los millennials sobre los productos orgánicos, y conocer los factores influyentes y las barreras existentes en el comportamiento de compra de productos orgánicos en estos dos países.

Abstract This paper aims to understand the effect of content and digital influencer characteristics on their persuasiveness ability and Generation Y's resulting brand attitudes and purchase intentions (Millennials). Based on a sample of 201 individuals and quantitative analysis, data was analysed using Smart PLS. The results show that the quality of the content is the characteristic with the highest impact on the influencer's persuasive power. In terms of influencer characteristics, trust is a critical determinant. The influencer's persuasiveness is essential for developing a positive attitude towards the brand and purchase intention. Our findings update previous studies, focusing on Generation Y and including trust as a variable while simultaneously revealing a fundamental determinant of influence power. For brands, this study confirms the importance of having digital influencers in their strategies. For influencers, it suggests that when targeting Generation Y, they should invest in the quality of their publications and increase trust, as this is strongly linked to their persuasiveness and, consequently, to the purchase intention of their followers.

Resumo Este artigo tem como objetivo compreender o efeito do conteúdo e das características dos influenciadores digitais na sua capacidade de persuasão e nas consequentes atitudes face à marca e intenção de compra da Geração Y (Millennials). Com base numa amostra de 201 indivíduos e numa análise quantitativa, os dados foram analisados com recurso ao Smart PLS. Os resultados mostram que a qualidade do conteúdo é a caraterística com maior impacto no poder de persuasão do influenciador. Em termos de características do influenciador, a confiança é um determinante crítico. A capacidade de persuasão do influenciador é essencial para desenvolver uma atitude positiva face à marca e à intenção de compra. Os nossos resultados atualizam estudos anteriores, centrando-se na Geração Y e incluindo a confiança como variável, revelando-se um determinante fundamental do poder de influência. Para as marcas, este estudo confirma a importância de ter influenciadores digitais nas suas estratégias. Para os influenciadores, sugere que, quando se dirigirem à Geração Y, invistam na qualidade das suas publicações e no aumento da confiança, uma vez que esta está fortemente ligada ao seu poder de persuasão e, consequentemente, à intenção de compra dos seus seguidores.

Resumen: El objetivo de nuestra investigación es medir cómo los usos y motivaciones para usar teléfonos inteligentes por parte de la joven población chilena han cambiado a través del tiempo y cómo estas motivaciones para comprometerse con los teléfonos inteligentes afectan el tiempo dedicado a enviar mensajes de texto en estos dispositivos portátiles. Replicamos una encuesta cara a cara entre millennials y centennials chilenos, realizada por primera vez en 2009 (n= 1.320), repetida en 2015 (n= 744) y realizada nuevamente en 2021 (n= 846). Esta última ola se realizó entre julio y noviembre a sujetos de entre 18 y 25 años residentes en Chile. El cuestionario incluyó 44 preguntas basadas en escalas previamente validadas en estudios que relacionan la Teoría de Usos y Gratificaciones con los teléfonos móviles, actitudes hacia la tecnología y evaluaciones de los usuarios sobre los atributos de los teléfonos móviles definidas por Albarran (2009). También se incluyeron variables relacionadas con datos demográficos (por ejemplo, zona de residencia) y de género, que los encuestados declararon. La mayoría de las motivaciones para utilizar teléfonos inteligentes medidas en nuestra encuesta de 2021 fueron las mismas que medimos en 2015 y 2009, pero otras son nuevas. Para medir cómo ha cambiado el atractivo de las motivaciones a lo largo del tiempo, realizamos una comparación de medias. También realizamos un análisis factorial exploratorio para agregar motivaciones y análisis de regresión para cuantificar cómo las motivaciones afectaban el tiempo que los jóvenes dedicaban a enviar mensajes de texto.

Abstract: The objective of our research is to measure how uses and motivations to use smartphones by young Chilean populations have changed through time and how these motivations to engage with smartphones affect the time spent texting on these portable devices. We replicated a face-to-face survey between Chilean millennials and centennials, firstly conducted in 2009 (n= 1,320), repeated in 2015 (n= 744), and conducted again in 2021 (n= 846). This last wave was conducted between July and November to subjects aged 18-25 living in Chile. The questionnaire included 44 questions based on scales previously validated in studies relating the Uses and Gratifications Theory with mobile phones, attitudes towards technology, and evaluations of users about mobile phones’ attributes defined by Albarran (2009). There were also variables related to demographic data (i.e., area of residence) and gender, which respondents declared. Most motivations to use smartphones measured in our survey of 2021 were the same as we measured in 2015 and 2009, but others are new. To measure how the appeal of motivations changed over time, we conducted a comparison of means. We also ran an exploratory factor analysis to aggregate motivations and regression analyses to quantify how motivations affected youths’ texting time.

Resumen El bienestar financiero de los trabajadores millennials en la era financiera digital es, sin embargo, ansioso e inseguro. Este estudio cuantitativo tiene como objetivo analizar el efecto de la alfabetización financiera digital en el bienestar financiero de los trabajadores milenarios a través del comportamiento financiero digital como mediador. El bienestar se ve subjetivamente como ansioso o seguro en sus condiciones financieras. Este estudio recogió datos mediante la distribución de cuestionarios a cuatrocientos veinticinco trabajadores milenarios nacidos entre 1981 y 2005 que trabajaban activamente en el Gran Yakarta como muestra de investigación. Utilizando PLS-SEM y el software libre R Studio, los datos recogidos se analizaron utilizando estadísticas descriptivas para determinar la demografía de los encuestados. Los hallazgos del estudio muestran que los trabajadores millennials en el Gran Yakarta pueden mejorar su bienestar financiero mediante el desarrollo de una buena educación financiera digital y la práctica de un comportamiento efectivo de gestión financiera digital en el uso de productos financieros digitales. Estos trabajadores creen que esto aliviará sus preocupaciones financieras o proporcionará seguridad para el futuro. Siguiendo los hallazgos de este estudio, los trabajadores millennials deben dominar la gestión de varios productos de servicios financieros digitales desde el principio para tomar decisiones financieras de forma segura sin preocuparse por el bienestar financiero en su comportamiento.

Abstract Millennial workers' financial well-being in the digital financial era is nonetheless anxious and insecure. This quantitative study aims to analyze the effect of digital financial literacy on millennial workers' financial well-being through digital financial behavior as a mediator. Well-being is seen subjectively as anxious or secure in their financial conditions. This study collected data by distributing questionnaires to four hundred twenty-five millennial workers born between 1981 and 2005 actively working in Greater Jakarta as a research sample. Utilizing PLS-SEM and the free software R Studio, the collected data was analyzed using descriptive statistics to determine the demographics of the respondents. The study's findings show that millennial workers in Greater Jakarta can improve their financial well-being by developing good digital financial literacy and practicing effective digital financial management behavior in using digital financial products. These workers believe this will alleviate their financial worries or provide security for the future. Following this study's findings, millennial workers must master the management of various digital financial service products early on to make financial decisions safely without worrying about financial well-being in their behavior.

Resumen A lo largo del presente trabajo abordamos el concepto de Emprendedorismo Sostenible, que surge del Emprendedorismo Social y de los Objetivos de Desarrollo Sostenible en un contexto de grandes crisis y emergencias mundiales, como el Cambio Climático y COVID-19, sumado al cambio en el paradigma del consumo en el cual los millennials y centennials buscan comprar productos elaborados de forma responsable y que tengan el menor impacto posible en el ecosistema. Se brindarán ejemplos de casos de éxitos de emprendedores sostenibles a nivel global y de las oportunidades que esta nueva forma de negocios brinda, así como de la importancia de que desde los ámbitos universitarios, en particular desde las escuelas de negocios, se enseñe este nuevo modelo de negocios consciente y responsable con el ambiente y que da respuesta a la necesidad de una economía urbana que brinde soluciones concretas de desarrollo para la comunidad en la que está inserta y la ciudad que necesitamos.

Abstract Throughout this work we address the concept of Sustainable Entrepreneurship that arises from Social Entrepreneurship and the Sustainable Development Goals in a context of major global crises and emergencies such as Climate Change and COVID-19, and relates as well with the change in the paradigm of consumption in which millennials and centennials seek to buy products made in a responsible way and that have the least possible impact on the ecosystem. We will provide examples of successful stories of sustainable entrepreneurs at a global level and the opportunities that this new form of business offers. We’ll also make reference to the importance of teaching this new business model in universities, particularly in business schools, a model that is conscious and responsible with the environment and that responds to the need for an urban economy that provides concrete development solutions for the community in which it is inserted and the city we need.

Resumo Ao longo deste trabalho abordamos o conceito de Empreendedorismo Sustentável, que surge do Empreendedorismo Social e dos Objetivos de Desenvolvimento Sustentável em um contexto de grandes crises e emergências globais, como Mudanças Climáticas e COVID-19, somadas à mudança de paradigma de consumo em que millennials e centennials procuram comprar produtos feitos de forma responsável e que tenham o menor impacto possível no ecossistema. Exemplos de casos de sucesso de empreendedores sustentáveis a nível global e das oportunidades que esta nova forma de negócio oferece, bem como a importância do ensino deste novo modelo nas universidades, em particular nas escolas de negócios, negócios conscientes e responsáveis com o meio ambiente e que respondam à necessidade de uma economia urbana que ofereça soluções concretas de desenvolvimento para a comunidade em que está inserida e para a cidade de que precisamos.

Resumen La gestión de redes sociales ha experimentado una notable evolución, convirtiéndose en un elemento fundamental en la manera en que las personas se conectan y toman decisiones en línea. En la era actual, las redes sociales se han transformado en espacios esenciales de encuentro, donde tanto marcas como individuos interactúan, colaboran y comparten experiencias. Es por esta razón que esta investigación tiene como objetivo principal determinar la relación entre la gestión de las redes sociales y el nuevo consumidor digital millennial en el distrito de Huancavelica, año 2020. Además, se busca conocer si hay relación entre las dimensiones Internet, medios sociales, usuarios y contenidos, y la variable "nuevo consumidor digital millennial". El estudio es de tipo básica, con nivel correlacional, con un diseño no experimental que empleó un muestreo probabilístico y estratificado. La población estuvo conformada por 15998 millennials (personas nacidas entre 1980 y 2000) del distrito de Huancavelica para el año 2020. La muestra fue de 376 millennials, y la recopilación de datos se realizó a través de una encuesta validada por tres expertos en el campo, y se midió la confiabilidad de esta mediante el coeficiente de alfa de Cronbach, dando un 0,831. Los resultados obtenidos revelaron un coeficiente de correlación Rho Spearman de 0.554 con un valor p=0.00> 0,005, lo que indica una relación positiva considerable entre la gestión de redes sociales y el nuevo consumidor digital millennial. Demostrando que, al realizar una gestión más efectiva de las redes sociales, se impulsa la evolución y el manejo de redes sociales por parte del consumidor digital millennial.

Abstract Social networks management has undergone a remarkable evolution, becoming a fundamental element in the way people connect and make decisions online. In the current era, social networks have become essential meeting spaces, where both brands and individuals interact, collaborate and share experiences. It is for this reason that the main objective of this research is to determine the relationship between the management of social networks and the new millennial digital consumer in the district of Huancavelica, year 2020. In addition, it seeks to know if there is a relationship between the dimensions internet, media social, users and content, and the variable new millennial digital consumer. The study is of a basic type with a correlational level, with a non-experimental design that used probabilistic and stratified sampling. The population was made up of 15,998 millennials (people born between 1980 and 2000) from the Huancavelica district for the year 2020, the sample was 376 millennials and the data collection was carried out through a survey validated by three experts in the field and Its reliability was measured using Cronbach's alpha coefficient, giving 0.831. The results obtained revealed a Rho Spearman correlation coefficient of 0.554, with a p-value of 0.00, indicating a considerable positive relationship between social networks management and the new millennial digital consumer. Demonstrating that, by carrying out more effective management of social networks, the evolution of the millennial digital consumer is promoted.

ORIENTATION: Millennials have become the largest age cohort in the modern world of work. Understanding the phenomenological experiences of millennials may be the key to facilitating more ethical organisational cultures RESEARCH PURPOSE: The aim of this article is to explore the lived, working experiences of millennials' organisational ethics contexts factors as predisposed by ethical leadership in an organisation in the energy sector MOTIVATION FOR THE STUDY: An extensive body of research exists concerning the statistical relationship between ethical leadership, ethical culture, and workplace ethics climates. However, less explored is qualitative studies regarding millennials' work experiences of organisational ethics context factors. RESEARCH DESIGN, APPROACH AND METHOD: A qualitative research design was selected. Purposive and convenience sampling were utilised. The sample included eight millennials, and face-to-face interviews were used for data collection. Data were analysed by means of content analysis. MAIN FINDINGS: The findings suggest an ambivalent and paradoxical split in how millennials experience the ethical context factors in the participating organisation PRACTICAL AND MANAGERIAL IMPLICATIONS: The study has implications for the type of leadership styles that should be considered when engaging with millennials. Top human resource management could use the results to create a working environment that actively fosters psychological attachment, satisfaction, and boosts employee commitment. CONTRIBUTION OR VALUE ADDED: Expanding and enhancing the comprehension of how ethical leadership contributes to the theory of ethical leadership in the work context.

PURPOSE OF THE STUDY: Despite growing concerns about environmental problems and the growth in sustainable consumption globally, the African continent is arguably lagging behind when it comes to green consumption. Due to the dearth of literature on the green buying behaviour of African millennials, little is known about the drivers of the green buying behaviour of this cohort. Thus, the purpose of this study is to propose and test a hypothetic model delineating the drivers of the green buying behaviour of millennials in South Africa. DESIGN/METHODOLOGY/APPROACH: The study was underpinned by a positivist paradigm and a quantitative approach was implemented. A cross-sectional design, in which data from 324 valid responses was collected using a structured online survey from QuestionPro, was employed. Structural equation modelling (SEM) using IBM SPSS Amos 26 was used for data analysis and hypothesis testing. FINDINGS: The findings revealed that social influence, product knowledge and behavioural intention had a positive and significant influence on green buying behaviour and that environmental attitude, social influence, product knowledge and perceived price had a positive and significant influence on behavioural intention. RECOMMENDATIONS/VALUE: By presenting insights from an understudied consumer cohort, namely, millennials in an emerging African economy, this study contributes to the body of literature that informs the understanding of green purchasing behaviour. MANAGERIAL IMPLICATIONS: The study has practical implications for a consumer segment that has not been adequately explored in South Africa. Marketing managers are presented with an opportunity to tap into a lucrative market, namely, the millennials. This means that marketing managers should not only make green products available on store shelves in critical masses but should also invest in developing customised marketing communication strategies to create more awareness of these products. JEL CLASSIFICATION: M31