PARADIGMATIC CHANGES IN MOTIVATION THEORY: UP- DATING THE CATEGORICAL APPARATUS IN THE BANI ENVI- RONMENT DURING DIGITALIZATION PROCESSES

The article examines the paradigmatic shifts in employee motivation theory under the influence of the BANI environment (Brittle, Anxious, Nonlinear, Incomprehensible) and ongoing digitalization, which is gradually replacing the previous VUCA paradigm. It is emphasized that traditional content-based, process-based, and primary motivational theories (such as Maslow’s hierarchy of needs, Vroom’s expectancy theory, Herzberg’s two-factor model, among others) increasingly fail to address the challenges of the new reality. In the BANI context, employees are motivated not only by stability and material incentives but also by pur- pose, autonomy, psychological safety, flexibility, and emotional resonance. In this regard, the necessity of updating the conceptual-categorical framework of motivation theory is substantiated. The categories of value, motivator, and external influence are introduced and theoretically interpreted as key components of a modern motivation mechanism. The study determines that an employee’s value system significantly shapes their level of en- gagement, loyalty, and organizational identification. The article analyzes the transformation of Ukrainians’ value orientations following the full-scale russian invasion in 2022, based on socio- logical research, as well as the value shifts experienced by Ukrainian citizens abroad. This proves that values are a flexible category that shapes new needs and behavioral patterns. Motivators are identified as internal factors that activate engagement, interest, and initia- tive. Their distinction from stimuli and motives is theoretically substantiated using modern con- cepts, particularly job crafting and Herzberg’s model. Furthermore, the notion of external influence is justified as a separate category within mo- tivation theory, encompassing economic, social, cultural, and organizational factors that define the effectiveness of incentives. The proposed theoretical contributions enable the development of a revised model of per- sonnel motivation that aligns with the conditions of digitalization, social turbulence, and the uncertainty of the BANI environment.