Leadership types and their impact on marketing

Abstract

This study aims to explore the leadership preferences of Gen Z employees working in marketing. The research objective is to identify the characteristics that are the most valued by this target group when it comes to leadership and to define the most suitable leadership styles for them. Additionally, the research also focuses on how leadership influences the job satisfaction and motivation of Gen Z marketers. The following research questions were developed to address the research topic: “What are the leadership traits that Gen Z employees working in marketing value the most?”, “How does leadership affect the motivation and job satisfaction of Gen Z employees in marketing?” and “What leadership styles do Gen Z employees working in marketing prefer?” The paper introduced prevalent leadership types in academic literature including transactional leadership, transformational leadership, laissez-faire leadership, servant leadership and democratic leadership. Based on previous findings the research gap was determined, which is that the leadership preferences of Gen Z individuals working in the marketing sector is an underexplored area. A qualitative research approach was adopted using semi-structured interviews. The data was analyzed through thematic analysis which highlighted three main themes: human-centered leadership, communication in leadership, and respect for independence. The findings were interpreted through the literature and research questions and suggest that there is not one traditional leadership type that is ideal for Gen Z marketers, but a mix of the most valued characteristics should be used. These include empathy, mentoring, open-mindedness, clear communication, verbal recognition and autonomy.

Date of Award	21 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Aydin Teymourifar (Supervisor)