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Kosar, Sophia Anneliese. "Millennials and Generation Z: Men's Perspectives on Hashtag Feminism." Thesis, Virginia Tech, 2021. http://hdl.handle.net/10919/102110.
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As the U.S. experiences widespread critical examination on gender and patriarchy, it is important for family therapists to learn how men perceive their masculinity amidst this critical discourse. In contemporary politics, feminist activism is largely conducted through social media and hashtag activism and is often called "hashtag feminism." The feminist hashtags #MeToo, #HeForShe, and #HowIWillChange are well-known symbols of the modern feminist movement. Despite the large role that men and masculinity play in the construction of patriarchy, there is currently little research on how hashtag feminism influences men's perceptions of their own role in gender politics. This interpretive phenomenological study explored how Millennial and Generation Z men perceive the hashtag feminist movement. It also aimed to capture how these men experienced and perceived their masculinity as it related to contemporary gender politics. We conducted interviews with 12 social media-using Millennial and Generation Z men about their experiences of masculinity and hashtag feminism. We found that men's views on hashtag feminism and gender inequality were contradictory and overlapping, changing in response to different contexts. Additionally, findings indicated that participants did not see hashtag feminism as representative of the feminist movement as a whole. Results suggested that features of online activist discourse deterred men from engaging in hashtag feminism. Lastly, results suggested that Millennial and Generation Z men want cultural norms of masculinity to change to integrate the pro-social aspects of traditional masculinity with non-traditional qualities of empathy, emotionality, relationality, and vulnerability. Study discussion reviews clinical implications and research recommendations.Master of Science
Gender and patriarchy are undergoing critical examination the United States. In this context it is important for family therapists to learn how men experience masculinity. "Hashtag activism," or online feminist activism, uses social media to engage in feminist discourse. The feminist hashtags #MeToo, #HeForShe, and #HowIWillChange are well-known symbols of the modern feminist movement. Despite the large role men and masculinity play in patriarchy, there is little research about how hashtag feminism impacts men. However, it is important to gain an understanding of how men see their own role in gender politics. This interpretive phenomenological study explored how Millennial and Generation Z men perceive the hashtag feminist movement. It also aimed learn about how these men experienced and understood their masculinity in the context of contemporary gender politics. We conducted in-depth interviews with 12 Millennial and Generation Z men who use social media. Interview questions were about their experiences of masculinity and hashtag feminism. We found that men's views on hashtag feminism and gender inequality were not divided into separate categories of pro-feminist and anti-feminist. Instead, each participant held multiple viewpoints that overlapped and sometimes contracted each other. These viewpoints depended on the context in which the participant found himself. We also found that participants did not see hashtag feminism as representative of the feminist movement overall. Results suggested that men were disinclined to engage in hashtag activism because of unique features of online activism. Finally, we found that participants wanted masculinity norms to change to include more vulnerable, emotional, and relational qualities. We discussed clinical implications and research recommendations for family therapists.
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Golway, Danielle. "Relationship, trust and crisis communication on social media with millennials and generation Z." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/35551.
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Master of ScienceDepartment of Journalism and Mass Communications
Xiaochen Zhang
This study examined crisis communication on social media applying relationship management theory. There are few credibility checks on social media platforms, and some say publics no longer believe messages through this type of media (Domonoske, 2016; Ho, 2012). However, many people get news from social media platforms and trust the information they read (Turcotte, York, Irving, Scholl, & Pingree, 2015). Crisis theories suggest strong relationships are less affected by crisis situations, and relationships are heavily based on trust (Broom, Casey, & Ritchey, 1997; Coombs, 2000; Coombs & Holladay, 2006; Ledingham, 2003). Through a survey, this study found a statistically significant positive relationship between perceived organization-public relationship, trust and, credibility in crisis communication on social media within the Millennial and Generation Z groups. These generations are the most active on social media, and this study challenged the claim that they do not believe information online (Richards, 2017; Statista, 2016).
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Gaskill, Meghan Lynne. "Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts." Thesis, Virginia Tech, 2020. http://hdl.handle.net/10919/96398.
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This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.Master of Arts
This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.
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Ishak, Safaa, Hamdi Jimale, and Hani Jinow-Afrah. "An exploratory study: The role of trust and perception through influencer marketing and artificial intelligence on millennials and generation Z’s purchase intent in the online retail context." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54391.
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ABSTRACT Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Märlardalen University Title: An exploratory study: The role of trust and perception through influencer marketing and artificial intelligence on millennials and generation Z’s purchase intent in the online retail context. Tutor: Leanne Johnstone Keywords: Online consumer behavior, Influencer marketing, Artificial intelligence, Trust in the online context, Perception in the online context, Millennials and Generation Z List of abbreviations: SNS, SMI, AI, Gen Z, Gen Y, TRA, TPB, TAM Research questions: How does Influencer’s marketing and AI affect trust and perception (i.e. aspects of consumer buying behavior) for millennials and generation z’s purchase intent in the online retail context? Purpose: The purpose of this thesis is to develop an understanding on how trust and perception, through social media influencers and AI (algorithms) influences the purchase intention of millennials and generation Z’s in the online retail context. Method: This thesis used an inductive approach towards theory development. In order to accomplish this qualitative research focus group interviews were conducted. The data collected through these focus group interviews were then thematically analyzed to identify common patterns, themes and topics. Conclusion: The conclusion for this study finds that influencer marketing and artificial intelligence influences trust and perception in the online retail context, which in return impacts the purchase intentions of Millennials and Gen Z. Furthermore, this study also finds that Millennials and Gen Z, based on the experiences of their respective generations, have different behavioral attitudes in the online context.
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Säterö, Martin, and Albert Winter. "Fashion Killa : A study on teenager’s attitudes towards luxury fashion clothing brands." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39701.
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Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands. Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science Supervisor: Thomas Helgesson Examiner: Venilton Reinert Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands. Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands? Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to. Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model. Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated. Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to. Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.
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McKneely, Brittany R. "Effects of Customer's Evaluation about Instagram Attributes towards Purchase Intentions for Small Apparel Retailers: Application of Social Capital Theory." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1609083/.
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Small apparel retailers face extreme competition with larger retailers. Large retailers have the upper hand in resources to stay updated with various trends, specifically social media. Social media has lowered the barriers to enter the retail industry. However, once these small retailers enter, half of them fail because they don't attract and retain customers. Small-medium enterprises (SMEs) greatly impact the economy, so it is important to study various facets of their business to increase performance. The purpose of this study is to investigate customer's development of social capital (i.e. affiliation, responsiveness, shared values, norm of reciprocity) in small apparel retailer's Instagram page that ultimately lead to purchase intentions for the retailer. Perceived benefits (i.e. perceived usefulness, perceived enjoyment) are also investigated in relation to purchase intentions. More specifically, social bonding, brand identification and trust are examined as mediating variables between the perceived level of social capital, perceived benefits and purchase intentions. Over a 3-month period, 200 responses were collected from students at a southern university. The findings reveal that younger customers develop a relationship with retailers on Instagram and it transfers to behavioral outcomes towards the retailer. The theoretical contribution of this study draws from the lack of literature for small apparel retailer and social capital built in Instagram, leading to purchase intentions. Managers can implement the findings into their social media marketing strategies to improve business performance. Lastly, this study has methodological limitations that creates opportunity for future studies.
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Rair, Randal J. "Test Environment for Optimal Performance in high school students: Measure development and the relationship with standardized test scores." Kent State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=kent156197137829198.
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Olivieri, Jennevie A. "Generation Z (#Zombies)." Digital Commons at Loyola Marymount University and Loyola Law School, 2015. https://digitalcommons.lmu.edu/etd/162.
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Ingnäs, Gustav, and Kasper Heikkilä. "Motivating Millennials : A study on generation Y motivation." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-243213.
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This thesis explores generation Y motivators. They are a growing group of young people among the general workforce, and they have different behavior and motivators at work. This paper explores effective motivating factors for this group of employees by studying a company, LinkedIn, which successfully motivates generation Y employees. Data is gathered through several interviews done with LinkedIn employees working at their Dublin office. The data is analyzed with the help of a motivational theory called self-determination theory and its main concepts autonomy, relatedness and competence. Other insights from earlier studies done on generation Y motivation are used to support the analysis as well. The results and analysis are consistent with theory and earlier studies, and can even show some interesting factors generation Y employees value, such as high value for manager flexibility and sharing similar values with the company they work for.
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Horsaengchai, Worrawan, and Yana Mamedova. "Are Millennials Potential Entrepreneurs?" Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13041.
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Today is the era of millennial generation, many researchers in social sciences claim that Millennials are well-educated, confident, achieving, taking advantage of opportunities and so forth. Nowadays, the world is full of changes and uncertainty the whole nation needs talents of entrepreneurs more than ever before. The challenge for us is that we only know entrepreneurs when they appear themselves. Therefore, there is a great amount of potential entrepreneurs who keep in the background, while others take the best from developing their enterprises. Therefore, the purpose of this thesis is to investigate in entrepreneurial potential of present millennial generation and to understand about potential, external and environment characteristics which contribute our interviewees to become entrepreneurs. The research is conducted by applying both qualitative and quantitative methodology. The face to face interview is conducted with Swedish young entrepreneurs whereas web-based questionnaire survey is conducted with Master students in Sweden by applying FACETS Framework (the facets of entrepreneur: identifying entrepreneurial potential). Regarding application of literature review, conceptual framework, empirical data and discussion of findings part are concluded.
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Thompson, Nicholas W. "Managing the Millennials: Employee Retention Strategies for Generation Y." Scholarship @ Claremont, 2011. http://scholarship.claremont.edu/cmc_theses/240.
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This paper provides a comprehensive analysis of Millennials' beliefs and attitudes and how that will affect their conception of the employer-employee psychological contract. This analysis should provide a greater understanding of how the childhoods of Millennials have affected their attitudes for life and career aspirations. Further, it explores retention strategies for workplace culture, management style, and growth and advancement.
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Sanhueza, Carolina, and Paula Falkevinge. "Generation Z : Den sökande generationen / Generation@ / Netgeneration." Thesis, Stockholms universitet, Institutionen för pedagogik och didaktik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104751.
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Andledningen till att vi valt att undersöka Generation Z är för att vi som blivande studie- och yrkesvägledare kommer arbeta med dessa ungdomar. Generation Z är fortfarande unga men det hindrar dem inte från att vara uppkopplade på olika sociala medier. Aldrig tidigare har en generation haft så enkelt att hitta vad de söker efter. Den här generationen ligger i vårt intresse eftersom vi som framtida studie- och yrkesvägledare ska mer försöka knyta ihop säcken med all information som ges.The reason that we have chosen to examine Generation Z is that we as a future career counselors will work with these young people. Generation Z is still young but it does not prevent them from being online on various social media. Never before has a generation have so easy to find what they are looking for. This generation is in our interest because as future career counselor will we try to tie together all the information provided.
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Laghi, Giovanni. "Millennials. Coping with life humorously." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/16033/.
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Liberal, open-minded, self-entitled, narcissistic and tech-savvy are just a few of the adjectives
employed when describing Millennials. The purpose of this study is to provide a better insight
into understanding those who belong to the Millennial Generation, their characteristics, how
they think, their approach to the internet and how they have developed a unique sense of humour.
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Hill, Celeste. "Bridging the Generation Gap: When Cyber Seniors and Millennials Meet." Digital Commons @ East Tennessee State University, 2019. https://dc.etsu.edu/secfr-conf/2019/schedule/13.
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For several years, the Family Life Education and Gerontology classes have been involved in an intergenerational teaching/learning project. By matching Millennials and Baby Boomers in computer literacy classes, it builds bridges across generations. The students are teamed up with Seniors through a “Cyber Seniors” project, under the auspices of Collat Jewish Family Services (CJFS), which in turn is supported by United Way. The Seniors are encouraged to develop and expand their computer skills on any electronic device of their choosing. Out of these interactions a number of anticipated and unanticipated outcomes were achieved. The project supports computer related skills, and internet safety and privacy for Seniors. The metacognitive learning that took place in both parties, was unanticipated and most rewarding. Students gained respect, empathy and greater understanding for the Seniors. Teaching, learning and socializing were intertwined and the Seniors spoke highly of the social benefits of these meetings.
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Choquesillo, Diaz Janice, Henrik Claesson, and Jennifer Larsson. "Generation Z och deras framtida arbetsplatsEn kvantitativ undersökning på universitetsstudenter i svenska generation Z." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-65180.
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Gladh, Robert, and Jenny Nilsson. "Relationsmarknadsföring riktad mot Generation Z." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31689.
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Tapril, Stephen. "The impact of the millennials generation on university library service provision." Thesis, University of Sheffield, 2012. http://etheses.whiterose.ac.uk/14664/.
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This study investigated the expectations of Millennials in relation to academic library service provision, and compared these with the skills and competencies of subject librarians, to identify gaps in service delivery and present strategies by which these gaps could be addressed. The research took place at a time when the role, and perceived benefit, of libraries and information professionals were under scrutiny during a climate of budget cuts and in view of increased university tuition fees. Four UK universities participated in a study using qualitative and quantitative methods. A web-based survey of Millennials, based on the LibQUAL + measurement instrument, identified generational characteristics and service expectations from 410 respondents. On line focus groups with 13 Millennials were used to explore trends and issues identified from the survey data. Finally, 53 subject librarians at the same four institutions took part in a web-based survey to identify their skills, competencies, roles and responsibilities and these were compared with student expectations. Findings illustrated that the sample of Millennials were 'wired' to the networked world, that technology forms an integral part of their study technique, and that it has shaped their outlook, behaviour and expectations. The role of the subject librarian has evolved and subject librarians are increasingly required to provide learner support - often in virtual or electronic environments. They have acquired the skills to do so primarily through experiential, on-the-job, development. Three models were developed to illustrate a spiral of heightening and widening student expectations driven by technology use; an emergent paradigm of education that has been shaped by technology; and the skillsets required by next-generation blended librarians positioned to provide effective learner support to Millennials.
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Karlsvärd, Lina, and Thérèse Hylander. "Svårflörtade millennials : En fallstudie om hur ett svenskt företag arbetar för att attrahera och behålla medarbetare från gruppen millennials." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-355868.
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Millennials är en omtalad generation med starka krav på arbetsplatsen och tenderar att byta arbetsgivare ofta. Denna kvalitativa fallstudie undersöker därför om, och i så fall hur, millennials förväntningar på arbetsplatsen kan påverka hur företag arbetar för att attrahera respektive behålla millennials och om löftena överensstämmer med vad millennials faktiskt upplever. Semistrukturerade intervjuer har genomförts med representanter från en svensk arbetsgivare. Företaget analyseras utifrån en egen analysmodell som kombinerar teorier om employer branding och millennials. Resultatet visar att företaget påverkas av millennials förväntningar och behov främst vid utformandet av informationssökning, employer value proposition och implementeringen av strategierna. Dessutom anser millennials på företaget att löftena överlag överensstämmer med verkligheten. Det framkommer några enstaka fall där de inte kongruerar, men detta har ingen påverkan på om de väljer att stanna på företaget eller inte.
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Akopov, Tatiana, and Evelina Andersson. "Influencer Marketings påverkan på millennials etiska klädkonsumtion." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161244.
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Digitaliseringen inom marknadsföring har resulterat i att företagen numera lägger stor vikt vid att synas på sociala medier, vilket gett upphov till en omfattande användning av Influencer Marketing. Detta används särskilt effektivt vid marknadsföring av kläder mot målgruppen millennials, via Instagram. Samtidigt ger klädbranschenupphov till omfattande miljöproblem, vilket tyder på att konsumtionen av kläder i dagens samhälle inte är hållbar, varken miljömässigt eller socialt. Inom området för Influencer Marketing identifierades därmed ett kunskapsgap gällande avsaknaden av ett hållbarhetsperspektiv på konsumtion. Utifrån detta kunskapsgap formulerades innevarande studiens frågeställning till hur Influencer Marketing kan bidra till hållbarhet och etisk konsumtion bland millennials. Därmed fokuseras studien till en generation med hög betydelse både inom Influencer Marketing och hållbarhet. Målsättningen var att ta reda på hur Influencer Marketing av kläder kan bidra till ett mer hållbart samhälle, istället för mindre hållbart, som det gör i nuläget genom överdriven klädkonsumtion med tillhörande konsekvenser för miljö och samhälle. Syftet med studien är att skapa djupare förståelse av Influencer Marketings betydelse för hållbarhet och etisk klädkonsumtion bland millennials. På så sätt ska undersökningen hitta faktorer i influencers offentliga livsstil och i reklamsamarbeten på Instagram, som påverkar millennials attityder till hållbarhet, etisk klädkonsumtion positivt. Genom att studera dessa attityder i en kvalitativ ansats, kan Influencer Marketings påverkan på millennials konsumtionsbeteende undersökas, utifrån den teoretiska ramen för innevarande studie. Den teoretiska ramen inkluderar Influencer Marketing, hållbarhet och etisk klädkonsumtion, samt millennials utmärkande konsumentbeteende. Utifrån denna ram genomfördes åtta semistrukturerade djupintervjuer med kvinnliga millennials. Trots detta urval är inte målet med studien att begränsa resultatet endast till kvinnliga millennials. Det empiriska resultatet analyserades i förhållande till den teoretiska ramen med en tematisk analys. Denna analys ledde till slutsatser om att Influencer Marketing har hög potential att påverka millennials till hållbarhet och etisk konsumtion, men att det krävs specifika åtgärder hos både företag och influencers. Dessa åtgärder sammanfattas i en ny strategi för Influencer Marketing. Strategin visar på specifika beteenden och egenskaper hos influencers, samt företagens åtgärder och val av influencers, som kan göra att Influencer Marketing bidrar till hållbarhet och etisk konsumtion bland millennials. Studiens praktiska bidrag är således ökade förutsättningar för en utveckling mot ett hållbart samhälle, både bland konsumenter och företag, genom etisk klädkonsumtion. Teoretiskt bidrar studien med en omfattande teoretisk ram för hur Influencer Marketing kan bidra till hållbarhet, genom en strategi inom Influencer Marketing med ett hållbarhetsperspektiv som tidigare saknades.
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SÁNCHEZ, GALVÁN JESÚS ABIMAEL. "EL IMPACTO DE IDEAS INNOVADORAS DE LA GENERACIÓN Z, PARA EL FUTURO DE NEGOCIOS MILLONARIOS." Tesis de Licenciatura, Universidad Autónoma del Estado de México, 2019. http://hdl.handle.net/20.500.11799/100108.
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La presente tesina demuestra un análisis sobre el comportamiento que tiene la nueva generación denominada como Centennials también conocida como Generación Z, actualmente nos encontramos con una generación globalmente digitalizada a diferencia de las generaciones anteriores como Baby Boomers, Generación X y Generación Y (o Millennials), a pesar que esta generación es nacida en un mundo tecnológico, con ello traerán nuevas innovaciones, reinventaran procesos tradicionalistas a una forma digitalizada en los entornos político, económico, social y cultural.
Entre los rasgos más notables que se presenta dentro de la investigación se destacan rasgos sobresalientes de la generación Z, donde encontramos el omnipresente uso de las herramientas digitales en toda relación social, laboral y cultural, su creatividad y adaptabilidad en los entornos laborales, la desconfianza hacia el sistema educativo tradicional, que da paso a nuevos modos de aprendizaje más centrados en la enseñanza de experiencias, y el hecho de encontrar soluciones a los problemas mediante sus Startups una nueva forma de emprendimiento que provocará que esta generación cambie por completo los panoramas actuales, haciendo que la sociedad sea más moderna, que propicien el desarrollo sostenible y tecnológico haciendo que el impacto de ideas innovadoras que tiene la generación Z cambie el futuro de los negocios millonarios actuales y con ello la posible llegada de la industria 4.0 a procesos productivos de cada negocio haciéndolos digitales y conlleve el uso de herramientas tecnológicas que la generación Z y futuras generaciones pueda implementar todo su potencial.
Palabras clave: cambio generacional, digitalización, ideas, innovación, creatividad, industria 4.0, negocios, competitividad, transformación.
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Abdulreda, Alico, and Gabriela Giba. "Generation Y : En studie om vad som motiverar yngre medarbetare." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328859.
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De senaste 30 åren har tekniken gjort allt större framsteg vilket har lett till att människan idag är mer beroende av den. Människor från de äldre generationerna måste lära sig hur den nya tekniken fungerar medan den yngre generationen inte behöver lika lång lärotid för att förstå den i och med att de är uppväxta med den nya tekniken. På grund av att de olika generationerna har olika uppväxter har det resulterat i att de resonerar olika. För att en organisation ska ha en god framtid är medarbetarna en viktig tillgång. Den yngre generation identifieras som generation Y eller Millenials och är redan en viktig del av arbetsmarknaden. Genom att lära sig hur generation Y resonerar och ta reda på hur de motiveras, samt hur man leder dem kan innebära en fördel som kan ha en positiv påverkan på organisationen. I denna kvalitativa forskningsansats undersöks hur generation Y fungerar, vad som påverkar dem och hur de resonerar. Studien utgår från två frågeställningar; vad det är som motiverar yngre medarbetare och vilken typ av ledarskap som ska användas för att motivera unga medarbetare. Syftet med studien är att förstå hur yngre medarbetare motiveras och hur de ska ledas inom organisationen. Studien är en fallstudiedesign där arbetets teoretiska referensram bygger på vetenskapliga artiklar. Teorierna och modellerna redovisar hur yttre samt inre motivation påverkar individens motivation, skillnaden de två motivationsteorierna Selfdetermination Theoryoch Cognitive Evaluation Theory för att senare utgå från studier om hur de olika generationerna resonerar och avslutas med olika ledarskapsmodeller som visar vilka faktorer som en ledare ska ta hänsyn till för att kunna leda generation Y. Vidare består undersökningsmetoden för det empiriska underlaget av semi-strukturerade intervjuer för att få information om vad som motiverar den yngre generationen och vilka ledaregenskaper en ledare ska ha. Respondenterna består av fem chefer från olika generationer och fem medarbetare inom generation Y. Studiens slutsats visar att individer inom generation Y motiveras främst av inre motivation. Inre motivation innebär att individen deltar i aktiviteten för sin egen skull, för att han eller hon är intresserad av den samt för tillfredställelsen. Den faktor som påverkar individer inom generation Y är främst relationen till chefer och kollegor. Vidare visade det sig att individer inom generation Y har ett större behov av en förstärkt inre motivation samt uppmuntran och uppmärksamhet. Individer inom generation Y ser främst att arbetsuppgifterna är roliga och utmanande då de motiverar individen att arbeta. För att leda individer inom generation Y finns det inget specifikt ledarskap som fungerar bäst. Studien visar att chefer ska anpassa sin ledarskapsstil för att kunna tillfredsställa de krav som generation Y har på arbetslivet. De ledarskapsfaktorer som är viktigast för en ledare är att kunna kommunicera med sina medarbetare där ledaren ska framföra saker och ting på ett tydligt sätt samt att stödja, vägleda och uppmuntra sina medarbetare.Generation Y or Millennials are people born 1980-1999. They are raised with a more advanced technology like no other generation before them. The technology has affected the individuals from generation Y in a way which has led them to become impatience. Studies have shown that people in generation Y are very emotional compared to other generations before them. Individuals from generation Y are already entering the labour market. Studies have shown that if an organisation wants to have a bright future the employees are a very important access. A leader who knows how to motivate and lead his co-workers has a great asset which may have a positive impact on the organisation. The purpose of this study is to understand what motivates people who are included in generation Y and what kind of leadership suits them best. Most of the theoretical framework came from scientific articles with theories and models of motivation and leadership for generation Y. Semi-structured interviews were chosen for the research method to get right information. The result of the study showed that generation Y is mostly motivated by inner motivation and prefer a leader who can adapt to the many work situations that can occur in the organisations.
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Bäcklund, Erik, and Kagstedt Martin. "Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158466.
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Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus with the quantitative data gave more of an overview. By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.
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Senthilkumar, Krishnakumar, and Abin Jose. "The Attitude of Generation Z towards the Sharing Economy : A comparative study on Indian and Swedish generation Z." Thesis, Uppsala universitet, Institutionen för samhällsbyggnad och industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-423633.
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As a result of technological growth, there is a change in lifestyle which increases thedemands and expectations of consumers, especially in younger generations. Thisdemand forces the companies to update their business models to fulfil customerneeds, which results in the development of mobile applications and websites thatprovide convenience and flexibility to the users. This development gives rise to thesharing economy; it is the combination of old sharing practices with the newtechnological advancement through online. This sharing system hugely affects theconsumer behaviour, and this consumer behaviour is noted in the younger generation,especially in generation Z as they are the generation with the primary consumermarket in the upcoming decades, who are born and brought up in the internet world.Finding the attitude towards sharing economy is considered between the Indian andthe Swedish generation Z. Therefore, in order to understand more about this concept,a qualitative study is performed with the Indian and Swedish gen Z sharing economyconsumers. Our study includes ten interviews, five on both sides. An integrated modelwas developed from existing theories, which was adapted to analyze and comparethe findings of this study. This framework is regarded as the bedrock for this research,and themes were segmented from the transcribed interviews through the thematicanalysis. The finding of this study indicates that the Indian generation Z respondentsare showing active response to the sharing economy platforms. In contrast, theSwedish generation Z respondents are exhibiting passive participation towards sharingplatforms due to the various factors which are discussed in detail. The researchexplores how each structure is related in this study to evaluate the attitude of Indianand Swedish generation Z.Supervisor:
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Šalanda, Vojtěch. "Optimalizace zarovnání dat z next-generation sekvenování." Master's thesis, Vysoké učení technické v Brně. Fakulta informačních technologií, 2014. http://www.nusl.cz/ntk/nusl-236077.
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This thesis presents short DNA alignment tools optimization. These short DNA reads are products of next\nobreakdash-generation sequencing technologies. The results produced by existing align\-ment tools can be influenced by various parameters. For this purpose, an optimization framework to find the optimal values of selected parameters was developed. This framework is based on differencial evolution algorithm and its main goal is to maximize the alignment accuracy. The functionality of the framework was tested on both real and generated data sets of short DNA reads. An accurate alignment is crucial for correct prediction of various genetic characteristics.
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Rosendal, Jens. "Millennials köpbeteende och risktagande på aktiemarknaden : En mer våghalsig generation med annat tänk?" Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85171.
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Millennials har ett starkt avvikande köpbeteende på börsen jämfört med äldre generationer. De har högre riskbenägenhet och är benägna att ta betydligt större risker vid köp av aktier och fonder. Oväntade kursrörelser och en mer oberäknelig börs blir konsekvenser av Millennials oberäkneliga och nyckfulla beteende. Syftet med denna studie var att undersöka Millennials köpbeteende när det kommer till aktier och fonder med fokus på deras risktagande. Studien hade en kvalitativ och deduktiv ansats och ett deskriptivt forskningssyfte. Data samlades in genom fallstudier och semistrukturerade intervjuer på ett selektivt urval av Millennials där frågor baserat på portföljsammansättning, informationsinhämtning, urvalskriterier och riskbenägenhet besvarades. Studiens resultat visade att Millennials sparar på lång sikt, gärna i framtidsbranscher inom teknologi eller medicin. Millennials är vinstsökande och högre risk med potentiellt bättre avkastning föredras över att investera med lägre risk och potentiellt lägre avkastning. Teknologiska framsteg i from av internet och nätmäklare är verktyg Millennials använde sig av vid köp av aktier och fonder. Studien bidrar med kvalitativa data och en djupare förståelse om Millennials och hur samspelet mellan informationsinhämtning, urvalskriterier och risk påverkar Millennials portföljsammansättning. Millennials använder sig av peer reviews och word-of-mouth i stor utsträckning vid köp av aktier men har samtidigt en hög grad av källkritik.
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Renström, Albin. "Generation Z - Den illojala generationen (?) : En kvalitativ studie med syfte att förstå Generation Z och deras syn på varumärkeslojalitet." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-80176.
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Sjöblom, Joakim, and Louise Palmquist. "HUR BINDNINGSTIDER PÅVERKAR EKONOMISK LÖNSAMHET : En kvalitativ studie inom gymbranschen." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-13049.
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Konsumentbeteendet har förändrats till följd av Generation Y's framåtmarsch och en särskild faktor som påverkats är hur de föredrar att betala för sin konsumtion. Beteendet har förflyttats från ägande och inköp av produkter och tjänster, till att istället betala återkommande licensavgifter för att få tillgång till produkten i fråga. Detta fenomen går att se på allt från fordon till musik, där Generation Y nu väljer leasing och streaming istället för att äga bil eller CD-skiva.Detta nya sätt att konsumera innebär även att en konsument kan bryta sin relation med företaget och lämna tillbaka sin bil eller avbryta sin prenumeration. När detta konsumentbeteende standardiseras ökar kraven på friheten i relationen mellan kund och företag. Studier visar att generationen född mellan år 1980 och år 2000 är den första generationen som tar denna typ av konsumtion för givet och uppges vara kritiska mot oskäliga villkor som startavgifter och bindningstider.En kvalitativ studie av tre organisationer verksamma inom gymbranschen i Västra Götaland har genomförts för att utvärdera hur deras applicering av bindningstider påverkar lönsamhet. Resultatet visar att det strategiska resonemanget bakom användandet av bindningstider skiljer sig mellan organisationerna vilket också återspeglas i hur produkterna som erbjuds är utformade. Studien har visat delade resultat i hur bindningstider har påverkat lönsamheten.
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LÖVGREN, ANDREAS, and MATTIAS MAGNUSSON. "Exploring how to engage Swedish Millennials with pension planning." Thesis, KTH, Hållbarhet och industriell dynamik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-189589.
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An aging Swedish population is putting an increased pressure on the Swedish pension system. To address this, the Swedish pension system was reformed in the late 1990s. This reformation resulted in an increased individual responsibility for pension investments among the Swedish population. The individual responsibility has shown to be challenging for many since they feel a great uncertainty in this area. Adding to the notion that the Swedish population is aging; young Swedes are also entering the working life later than before, without planning to retire later than the current seniors. This will implicate that a smaller part of the retirement payments will come from the national public pension, making the individual's pension planning more important. This means that the role of occupational pension and private savings has and will grow in importance years to come.Even so, private pension savings among young people is decreasing. Young people born between 1980 and 2000, often denoted Millennials (also called Generation Y) in literature, are an interesting cohort to research, since they will be the first generation to experience the full impact of the new Swedish pension system. Recent studies indicate that this generation has low interest for pension planning and that they find information about pensions hard to understand. The study will, therefore, investigate how Swedish Millennials could become better informed, engaged and active in their pension planning.The study was conducted through interviews with five representatives from the Swedish pension industry and a survey with 146 Swedish Millennials.Findings indicated that the Millennials’ current attitudes towards pension have a negative impact on their pension planning behaviour. It has been concluded that Millennials engagement to pension planning can be strengthened by improving four factors: Relevance, Content, Channels and Motivation
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Güclü, Arda, and Oscar Alexandersson. "Världens bästa arbete : Attraktivt arbete enligt generation Z." Thesis, Högskolan Dalarna, Personal och arbetsliv, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-28162.
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Generation Z, is the next working generation that’s about to enter the labor market. What do they expect from today's corporations and business? What do they see as an attractive workplace and what motivates them? What do companies need to do to attract and keep them? These are some interesting questions we wanted to analyze and examine. To answer these questions, we carried out seven semi-structured interviews with students from the Stockholm School of Economics. We wanted to ask students from Generation Z to examine people with many options when it comes to choosing a work. In conclusion we could see that our participants want a workplace where the organization worked with social and environmental questions. The company needs to have good morals and values for the participants to be willing to work there. This was seen as a demand from our students from the study. Other things they evaluated was relations with colleagues and bosses. The salary needed to be equal to the effort put into the work. The workers don’t want to be underpaid. The work also need to be meaningful and interesting, where the students feel valuable for the company or that they contribute to the welfare of society or the world as a whole.
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Malteson, Agnes, and Försund Malin Terne. "Trovärdig marknadsföring för en lat generation." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20646.
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Den här uppsatsen handlar om trovärdighet i reklam och om företags sätt att stärka sitt varumärke genom budskap om ansvarstagande. Detta undersöks ur ett millennialperspektiv eftersom att det är den generation som tangerar att vara det största kundsegmentet genom tiderna. Millennials konsumerar reklam på ett sätt som skiljer sig från de tidigare generationerna, vilket ställer nya krav på varumärkena. Vi undersöker vad millennials uppfattar är trovärdigt kontra mindre trovärdigt i reklam. Studien grundar sig i en kvalitativ undersökning, där två stycken fokusgrupper användes för att samla in uppsatsens empiriska material. Fokusgrupperna bestod av tio stycken medlemmar, fem stycken vid varje tillfälle. Respondenterna fick se tre reklamfilmer och därefter analysera och diskutera deras uppfattningar kring materialet. För att tolka och definiera trovärdighet i marknadsföring har vi valt att utgå från metoderna storytelling och CSM. Studiens slutsats är att millennials är mottagliga för emotionellt narrativ, normbrytande skildringar och varumärken som visar upp en transparens i deras marknadsföring.This essay deals with credibility in advertising and companies' ways to strengthen their brand through message of responsibility. The issue is investigated from a millennial perspective because it is the generation that tends to be the largest customer segment throughout the ages. Millennials consume advertising in a way that differs from the previous generations, which places new demands on the brands. We investigate what millennials perceive as credible versus less credible in advertising. The study is based on a qualitative survey, where two focus groups were used to gather the essay's empirical material. The focus groups consisted of ten members, five at each time. Respondents watched three commercials and then analyzed and discussed their perceptions of the material. In order to interpret and define credibility in marketing, we have chosen to use storytelling and CSM as marketing methods. The study's conclusion is that millennials are susceptible to emotionally narrative, breakthrough depictions and brands that show a transparency in their marketing.
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Forsberg, Hanna, and Rebecka Junghagen. "Motivators of the Next Great Generation : A quantitative study conducted on Millennials employed in Sweden." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149460.
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It is argued that the new generation called Millennials are being needy, disloyal and narcissistic, and need more attention than previous generations. This is an issue for organizations and managers considering that employed Millennials have higher turnover intention, thus will not stay for as long as prior generations which further contributes to large costs for the companies. Consequently, managers will have an advantage of understanding what is motivating Millennials in order to facilitate for the workforce to perform to the highest extent whilst being employed for the company. As a result, the purpose of this thesis was to examine if previous conducted studies regarding motivation and Millennials were applicable to employed Millennials in Sweden. Furthermore, we wanted to more specifically examine if job satisfaction, work-life balance, organizational commitment and feedback were of importance since those factors has been argued to be highly influential regarding what is motivating this new workforce. Motivation can further be divided into intrinsic motivation and extrinsic motivation, where the former can be described as the drive that comes from within whilst the latter describes that the drive is the result from external factors. Our research question was as a result: Do job satisfaction, work-life balance, organizational commitment, and feedback have an effect on intrinsic motivation and extrinsic motivation among Millennials working in Sweden? To answer the research question and fulfil the purpose of our thesis, we conducted a quantitative study by publishing a questionnaire online in order to reach Millennials working in Sweden since most previous studies conducted has been more focused on a qualitative nature within Anglo-Saxon countries. When analysing our results from the survey we could conclude that organizational commitment had a significant positive effect on both intrinsic motivation and extrinsic motivation, whilst work-life balance had a significant negative effect and unfavourable feedback had a significant positive effect on the sample ́s extrinsic motivation. To conclude, the theoretical contribution of this study has been to further provide knowledge regarding Millennials and more specifically employed Millennials in Sweden. Lastly, since we both are students enrolled in the Master’s program in Management, our focus has been on managerial considerations and has therefore contributed to results that can be of advantage to managers and organizations regarding how they can both motivate their new workforce in addition to obtain greater knowledge of understanding them and their needs.
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Gullstrand, Paulina, Jonathan Moberg, and Adam Eriksson. "Generation Z och trovärdighet : En undersökning av generation Z’s uppfattning av trovärdig grön modemarknadsföring." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21884.
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Syftet med denna kvalitativa studie är att undersöka generation Z:s uppfattning om trovärdig grön marknadsföring från kläd- och modeföretag, vilka faktorer som påverkar den samt hur marknadsföringen kan utformas för att öka trovärdigheten. Det empiriska materialet samlades in genom semi-strukturerade intervjuer. Populationen för studien är generation Z, vilket innefattar individer födda mellan år 1995 och år 2010. Vi såg potentiella svårigheter att kunna samla in meningsfull kvalitativ data från alla årskullar inom generationen. Utifrån detta resulterade en avgränsning av urvalet till den grupp inom generation Z med individer födda mellan år 1995 och år 2000. Vidare utfördes sju intervjuer som gav oss nödvändig data för analys. Genom tematisk kodning fann vi gemensamma teman och underkategorier i uttalanden från respondenterna Resultaten från studien visar att respondenterna anser att de finns en brist på kunskap kring hållbart mode, men också en avsaknad av grön marknadsföring kring det. Modeföretag borde kommunicera information som ökar kunskapen om miljömässig hållbarhet hos konsumenterna för att således skapa trovärdighet, där transparens visade sig vara ett viktigt verktyg. Att inkludera fakta, statistik, tredjepartscertifiering i form av miljömärkning och förklara tillverkningsprocesser påverkar den uppfattade trovärdigheten av modemarknadsföringen. Då transparens är frånvarande misstänker generation Z, likt våra respondenter, gröntvättning. Den gröna marknadsföringen borde innehålla förklarande koncisa texter i kombination med video eller bilder. Produkten borde även ha en central roll i marknadsföringen för att visa konsumenten vad hen betalar för. Att förklara varför produkten är miljövänligt istället för att endast påstå det ökar trovärdigheten.The purpose of this qualitative study is to investigate generation Z’s perception of crediblegreen marketing from the fashion industry, as well as understand which factors affect thecredibility of what is communicated. Furthermore, we look at how the green marketing couldbe designed in order to be perceived as credible as possible by generation Z.The data was collected through semi-structured interviews. Our population was generation Z,which constitutes an age span from 1995 to 2010 according to the literature, but to obtainmeaningful data we chose to make a delimitation to individuals born between 1995 and 2000.This resulted in seven interviews that gave us the necessary data which was then transcribedand analyzed. Through thematic coding, common themes and patterns were identified fromthe respondents.The result of the study shows that our respondents consider that there is a lack of bothknowledge about sustainable fashion and exposure to green marketing. Fashion companiesshould communicate information that leads to increased consumer knowledge ofenvironmental sustainability in order to create credibility. Another important factor toincrease their credibility is for fashion companies to be transparent in their green marketing.To include facts, numbers, third party certification (environmental labeling) and theexplanation of processes positively affects the perceived credibility. In the absence oftransparency generation Z, including our respondents, suspect greenwashing. The greenmarketing should contain short texts with explanatory and easily understandable concepts incombination with films or pictures. The product should have a central role in marketing inorder for the consumer to see what they pay for. Explaining why the products areenvironmentally sustainable, rather than simply stating that they are, increases the credibilityof the green fashion marketing.
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Wismar, Gunnar, and Per Nyman. "Work war Z." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23711.
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Tidigare forskning, både i Sverige och internationellt, har visat på en ökad rörlighet på arbetsmarknaden och att det råder brist på kvalificerade medarbetare, talanger. Denna konkurrenssituation benämns även som War for talent. Många arbetsgivare försöker att bemöta detta genom att stärka sitt arbetsgivarvarumärke, genom att skapa en attraktiv organisation och försöka möta de olika kravställningar som talangerna har på sin nuvarande eller framtida arbetsgivare. Dessa kravställningar kan variera beroende på många faktorer men denna studie vill belysa utifrån generationsskillnader och då fokuserat på Generation Z, som är den senaste generationsgruppering att ta sig in på arbetsmarknaden.Previous research, both in Sweden and internationally, has shown increased mobility in the labour market and that there is a shortage of qualified employees, talents. This competitive situation is also referred to as War for talent. Many employers try to address this by strengthening their employer brand, by creating an attractive organization and trying to meet the various demands the talents have on their current or future employers. These requirements may vary depending on many factors, but this study aims to shed light on generation differences and then focused on Generation Z, which is the latest generation group to enter the labour market.
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Josefsson, Rebecca, and Persson Timmy Le. "Kampen om rätt medarbetare: En studie om generation Z." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85635.
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Titel: Kampen om rätt medarbetare. En studie om generation Z. Frågeställning: Vilka HR-strategier använder organisationer för att attrahera och behålla generation Z? Syfte: Uppsatsen syfte är att identifiera vilka HR-strategier organisationer använder för att attrahera och behålla medarbetare och hur de anpassar dem till generation Z. Studien kan komma att bidra till att ge dagens organisationer förutsättningar för hur de ska attrahera och behålla generation Z. Metod: Studien har en deduktiv ansats med en kvalitativ forskningsstrategi. Data utgår från sju strukturerade intervjuer. Slutsats: Organisationer i Sverige använder liknande strategier för att attrahera och behålla medarbetare, skillnaden är hur anpassade och välutvecklade det är för generation Z. Organisationens utformning av HR-strategier beror på vilken uppfattning de har av generation Z.
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Johansson, Fredrik, and Dam Hendrik Van. "The Perceptions of Swedish Generation Z on Leadership Traits." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-16623.
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Generational cohort theory suggests that shared events and influences in people’s forming years shapegenerational values and common beliefs. Leadership traits theory focuses on trying to predict emergence, effectiveness and promotion of leaders by investigating traits (roughly personal qualities or characteristics) that those leaders, or leader candidates, display. In the coming five years, the new generation Z is joining the workforce en masse. Aim of this thesis was to explore the perceptions of the Swedish generation Z on 10 different leadership traits, in comparison with older Swedish generations (Baby Boomers, generation X, generation Y). This is order to increase understanding of the leadership traits perceived to be important by generation Z, and thereby being able to make inferences about leadership aspects that need to be considered by line- or project manager when dealing with this new generation entering the workplace. Based on a structured survey at Blekinge Tekniska Högskola, AkzoNobel, and Softhouse, we found much more similarities than differences on the perceptions held by the different generations. The overall scoring profile proved to be highly similar and indicative for a joint ‘Swedish’ perception on leadershiptraits, shared by white collar employees and students in technical, manufacturing and IT positions in Sweden. Humility and Trustworthiness were perceived as most important leadership traits, closely followed by Farsightedness, Interpersonal Skills and Integrity. On the other hand, Charisma was deemed to be least important, followed by Expertise. Of intermediate importance were found Decision Making, Determination and Enthusiasm. Research linking generational cohort theory to perceptions on the workplace has received many critiques over the last years. Where some scholars, popular media, and consultancy companies alike tend to point out the (perceived) major differences between the generations, the majority of fact-based scientific research so far has pointed out that there are much more similarities than differences between generations when it comes to workplace perceptions. Even where differences are found, they are typically minor in size. The outcome of this thesis supports the observation that generational belonging is a too high level construct, and has poor predictive power regarding preferences on leadership aspects. This study contributes to theory by, for the first time to the authors’ knowledge, combining generationcohort theory with leadership traits theory. Furthermore, it contributes to practice by increasing the insightinto the Swedish generation Z’s preference regarding leadership, helping managers and leaders to prepare for this new generation entering the workplace.
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Berntsson, Jennie, and Nathalie Widén. "Produktplacering på Instagram : attityder hos ungdomar inom Generation Z." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14562.
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I dagens samhälle är internet något som de flesta har tillgång till. Sociala medier är en utav de aktiviteter som finns tillgängliga på internet och används som mest av ungdomar, däribland Generation Z. Genom sociala mediers höga tillgänglighet och kommunikationsmöjligheter skapar detta möjligheter för företag som vill sprida information till kräsna målgrupper. Produktplacering är en av de marknadsföringsverktyg på sociala medier som har visat sig vara effektiv i ett samhälle där människor filtrerar bort reklam på daglig basis. Opinionsledare är ytterligare ett verktyg som företagen använder sig av för att snabbare nå ut med sinakommunikativa budskap. Då ungdomar inom Generation Z är bekväma och innovativa har de också ett mer kritiskt och krävande förhållningssätt till det som publiceras på internet. Denna uppsats har därför som syfte att få en djupare förståelse för vilka attityder ungomdarna har till produktplacerade bilder på Instagram och om opinionsledare på plattformen har en påverkan på dem. Forskningsfrågor har upprättats som lyder: ‘’Vilka attityder har ungdomar inom Generation Z till produktplacering på Instagram?’’ samt ‘’Hur påverkar opinionsledare på Instagram ungdomar inom Generation Zs attityder?’’. Att undersöka produktplacering på Instagram var av stort intresse just för att applikationen är den app som ungdomar använder mest. Det finns dock begränsad forskning av vilka attityder som denna åldersgrupp har till produktplacering på Instagram och hur opinionsledare som medverkande kraft i denna plattform kan påverka dessa. För att kunna fylla detta kunskapsgap har vi framfört teori om kommunikation, påverkan och attityder för att sedan kunna analysera detta med det resultat som framkom under genomförandet av två kvalitativafokusgruppsintervjuer. Det visade sig att åldersgruppens attityder mestadels grundar sig i en “värdeuttrycksfunktion” av den orsak att de vill kunna koppla det som produktplaceras till deras sociala identitet och värderingar. Opinionsledaren har även visat sig ha en stor påverkan på åldersgruppensattityder om dem uttrycker sig på ett trovärdigt sätt. För att det kommunikativa budskapet i produktplaceringen ska nå fram behöver också åldersgruppen känna att de kan identifiera sigeller relatera till opinionsledarens åsikter. Krav på att produktplacering behöver vara skräddarsydd efter deras behov och intressen finns också vilket visar på att en så kallad “nyttofunktion” också präglar deras attityder.In today's society, the internet is something that most people have access to. Social media is a popular activity on the internet and is mostly used by young people, including Generation Z. Through social media's high availability and communication capabilities, it creates new opportunities for companies that want to spread information to their target groups. Product placement is one of the marketing tools on social media that has proven to be effective in a society where people filter out advertising on a daily basis. Opinion leaders are another tool that companies use to speed up the proliferation of their communicative messages. As young people within Generation Z are comfortable and innovative, they also have a more critical and demanding approach to what is published on the internet. Therefore this essay aims to gain a deeper understanding of what kind of attitudes young people have to product-placed pictures on Instagram and also if opinion leaders on the platform have an impact on these attitudes. Issues have been formulated as the following: “What attitudes does young people in Generation Z have towards product placement on Instagram?” and, ‘’How does opinion leaders have an impact on young people in Generation Z’s attitudes on Instagram?’’. Examining product placement on Instagram was of great interest because of the fact that the application is the one that young people use the most. However, there is limited research on what kind of attitudes this age group has towards product placement on Instagram and how opinion leaders as a contributing power on this platform can affect them. In order to fill the gap of lacking data, we have presented theories in communication, impact and attitudes which will be analyzed with the results that were obtained during the implementation of two qualitative focus group interviews. It was shown that the attitudes of the young adults are mostly linked to a “value-expression function” based on the reason that they want to be able to link what has been product placed to their own social identity and values. The opinion leader has also been shown to have a major influence on the attitudes of the age group as long as they express themselves in a trustworthy way. In order for the communicative message of the product placement to approach them properly, the age group needs to feel that they can identify or relate to the opinions of the opinion leader. They also require that the product placement needs to be tailored to their needs and interests, this indicates that a so-called “utilitarian function” characterizes their attitudes.
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Longley, Emily. "Like Me: Generation Z, Instagram, and Self-Branding Practices." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/scripps_theses/1093.
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The newest generation, raised and immersed in today's hyper-consumer culture, has learned to define the self within a neoliberal and capitalist framework in which self-branding and ascribing to hegemonic principles appears imperative to one’s personal success.
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Alpvik, Christoffer, Emil Lindström, and Amanda Scherlin. "Gen Z - Framtidens medarbetare : En kvantitativ studie om vad som motiverar Generation Z på arbetsplatsen." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-85147.
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Lee, Heejin. "Millennials as the Future of Corrections: A Generational Analysis of Public Policy Opinions." University of Cincinnati / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1601992853432283.
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Lindqvist, Emelie. "Ett bra ledarskap enligt unga vuxna : Erfarenheter och förväntningar på arbetslivet bland millennials." Thesis, Umeå universitet, Pedagogiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-136577.
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Syftet med den här studien var att undersöka millennials erfarenheter av och förväntningar på ledarskap i arbetslivet för att på så vis bidra till den vetenskapliga forskning som finns om vilka krav som ställs på ledarskapsutövning idag samt bidra till förståelsen om vad kompetensutvecklingskurser för ledare bör innehålla. Frågeställningarna var vilka erfarenheter av ledarskap informanterna uppfattar som positiva respektive negativa, vilka förväntningar de har på ledarskap i arbetslivet, samt hur ledarskapet påverkar deras engagemang, motivation, arbetsprestation och lojalitet till arbetsgivaren. I fokus för studien stod fyra deltagare mellan 26 och 34 år. För att besvara frågeställningarna genomfördes kvalitativa semistrukturerade intervjuer med var och en av dessa deltagare. För att förklara resultaten utgick studien ifrån teorier som definierar ledarskap som antingen egenskaper, beteenden eller relation mellan ledare och medarbetare. Resultaten av studien visade att ledarskap enligt informanterna kännetecknas av egenskaper, beteende och relation samtidigt, dock med stor betoning på relationsaspekten. Deltagarna uppgav att ett bra ledarskap framförallt kännetecknas av rak och öppen kommunikation som inkluderar feedback på arbetsprestationen, tydlig förväntansbild från båda håll och ett starkt förtroende. Resultaten är inte menade att generaliseras till att gälla alla millennials, speciellt som studien på grund av tidsaspekten enbart hade fyra deltagare. Studien gav dock en fingervisning av vad ett bra ledarskap för unga kan tänkas innehålla och kan på så vis förhoppningsvis användas för att både utforma vidare forskning och kompetensutvecklingskurser på området.
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Rosencrantz, Sara. "The Use of Employer Branding to Attract Millennials in Sweden." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70485.
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The use of employer branding has gained popularity since the concept was introduced by Tim Ambler and Simon Barrow in 1996. At first, this consisted of three types of benefits (e.g., functional, economic and psychological) and later Lievens and Highhouse (2003) added two additional benefits: instrumental and symbolic. The concept of employer branding has then been used to attract potential employees, and lately, it has been discussed that the employer brand needs to be adapted to attract and retain Millennials. One way to adapt the employer brand is to review what attributes of an organization is communicated to potential employees. Most research regarding Millennials and employer branding has been conducted in the United States of America (USA) and not in many countries. Because of this, this thesis was conducted with the foundation of previous research that was adapted to and focused on Swedish Millennials. The objective was to find out what attributes is the most important to Swedish Millennials in order to attract and retain them as employees. The result of this thesis was created by first looking at previous research and defining a research problem and a research question. Then, the theoretical framework was conducted, leading to the method chosen to perform this study. Thereafter, the data was gathered and analyzed, leading up to the findings and conclusions that the attributes that are most important concerns the psychological benefits, followed by instrumental benefits and then functional benefits. Furthermore, economic and symbolic benefits are not considered to be as important to Swedish Millennials.Sedan begreppet employer branding introducerades av Tim Ambler and Simon Barrow år 1996, har dess användning ökat. När begreppet först introducerades bestod det av tre förmåner (funktionella, ekonomiska och psykologiska) och utökades sedan av Lievens and Highhouse (2003) med instrumentella och symboliska förmåner. Sedan dess har employer branding använts för att attrahera eventuella arbetstagare. På senare tid har diskussioner först huruvida ett företags employer brand behöver anpassas för att attrahera och behålla individer som tillhör Generation Y (milleniegenerationen). Ett sätt att anpassa ett företags employer brand är att undersöka vilka attribut en organisation förmedlar till potentiella anställda. Majoriteten av all forskning som har skett kring Generation Y har genomförts i USA och det är svårt att hitta forskning kring ämnet som har utförts i ett annat land. På grund av detta har denna uppsats fokuserat på svenska millennier och undersökt vilka attribut hos ett företag som är viktigast för att ett företags ska bli attraktivt för dem. Resultatet i den här uppsatsen togs fram genom att först att ha tittat på vad tidigare forskning har kommit fram till och vad som har saknat för att hitta ett teoretiskt gap och framställa ett syfte med den här uppsatsen. Sedan sammanställdes relevant forskning som ledde till en passande metod. Detta i sin tur ledde till en datainsamling som analyserades för att hitta vilka attribut som är viktigast för svenska millennier, vilket visade sig vara främst psykologiska följt av instrumentella samt funktionella attribut. De ekonomiska samt symboliska attributen räknas inte vara lika viktiga som de övriga attributen.
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Mattix, Christopher James. "Branding, Communication, and Millennials: A Look at the Communication Habits of the Largest Generation in History." Thesis, North Dakota State University, 2011. https://hdl.handle.net/10365/29910.
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Millennials are the largest generation in history and are frequently the targets of major marketing campaigns. However, no current research exists that focuses on Millennials' brand related communication habits. Focus groups with 50 college students were used to study the brand related communication habits of Millennials. Focus group data indicate that face-to-face communication is preferred by Millennials when
communicating about brands and products; however, participants noted an increased use of digital communication (text messages, instant messages, social networks) when communicating a negative brand experience. Price, family tradition, and product type were found to have the biggest influence over what types of messages were communicated and with whom they were communicated.
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Kylmänen, Jonathan, and Anton Blomdahl. "Att styra Generation Z : En explorativ studie i syfte att förbättra styrningen av nästa generation." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-69527.
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Management happens in all organizations. An important part of the management area is motivation. Motivating individuals within the organization leads to more efficient work and higher target compliance. In order to be able to manage, it’s important to know what the individuals are motivated by. Previous research has shown that different generations are motivated by different things. Today's technological society has led to fact that the latest generation, Generation Z, has had a different upbringing which may distinguish them from previous generations. This may affect how they look at work and what motivates them at work. The purpose of this paper is to identify the motivational factors that organizations should take into account in order to best manage Generation Z. In order to achieve the purpose, two studies were conducted. Interviews were conducted with two people belonging to Generation Z, the interviews were the basis for the essay's main survey, the questionnaire. The questionnaire was conducted at Luleå Gymnasium, where all the students belonged to Generation Z. In total, 113 respondents answered the questionnaire, but three of the answers were incomplete, which mean that 110 answers were the basis for the analysis. To analyse the questionnaire, hypothesis testing has been used. The result shows that meaningful tasks, clear goals and feedback are factors that Generation Z are motivated by. The result also shows that organizations operate best through situational management, as motivation factors differ between individuals within the generation. The essay contributes knowledge in how organizations should best manage the latest generation that now enters the market.Styrning sker i alla organisationer. En viktig del inom styrningsområdet är motivation. Att motivera individerna som är verksamma inom organisationen leder till effektivare arbete och högre målöverrensstämmelse. För att lyckas bäst med styrning är det därför viktigt att veta vad individerna motiveras av. Tidigare forskning har visat att olika generationer motiveras av olika saker. Dagens teknologiska samhälle har lett till att den senaste generationen, Generation Z, har haft en uppväxt som särskiljer sig från tidigare generationer vilket kan påverka hur de ser på arbetslivet och vad som skapar motivation på arbetet. Syftet med den här uppsatsen är att identifiera vilka motivationsfaktorer som organisationer bör ta hänsyn till för att på bästa sätt styra Generation Z. För att uppnå syftet genomfördes två undersökningar. Först genomfördes intervjuer med två personer som tillhör Generation Z, intervjuerna kom att ligga till grund för uppsatsens huvudsakliga undersökning, enkäten. Enkätundersökning genomfördes på Luleå Gymnasieskola där samtliga elever tillhör Generation Z. Totalt besvarade 113 respondenter enkäten men tre av svaren var ofullständiga vilket gjorde att 110 svar låg till grund för analysen. För att analysera enkätsvaren har hypotesprövning använts. Resultatet visar att betydelsefullt arbete, tydliga mål och feedback är de faktorer som Generation Z främst motiveras av. Resultatet visar också att organisationer styr bäst genom situationsanpassad styrning då motivationsfaktorerna skiljer sig åt mellan individerna inom generationen. Uppsatsen bidrar med kunskap om hur organisationer på bästa sätt bör styra den senaste generationen som nu intar arbetsmarknaden.
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Sajjadi, Amir, Castillo Lars Christian Felipe Åkesson, and Bicen Sun. "Generational Differences in Work Attitudes : A comparative analysis of Generation Y and preceding generations from companies in Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18347.
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Introduction: A population that can live and work longer has resulted in a wider range of generations being active in the workplace simultaneously and the diverse multi-generational work environment is a new challenge for human resource management. The most recent generation that is entering the job market is Generation Y, which is also referred to as Millennials. Currently, organizations and Human Resource departments are facing the issue of Generation Y entering the workforce and the issue at hand is considered to be real. The main focus in this paper is Generation Y and how their work attitudes in the workplace differ or resembles that of the previous generations. Purpose: With this research we want to primarily establish and present our observation of the differences in Generation Y and preceding generations’ work attitudes occurring in multi-generational workplaces, and later evaluate to what extent it is present in the work environment of the chosen business sectors in Sweden. Method: This thesis major applies the deductive approach. Both primary data and secondary data were collected during the research. Primary data was collected through interviews and the secondary data was gathered from Internet resources, books, published articles and journals. Conclusion: The differences between the generations’ work attitude are present within all of the aspects of work attitudes studied excluding individual vs. team orientation where the data was conflicting. Differences in some aspects were more and the potential to cause clash was noticeable and in other aspects there were less differences or personal factors found to be more important than generational factors.
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Clements, Alyssa. "Generation Me: Millennial Intercultural Sensitivity and Conflict Management Styles in the Group Setting." Thesis, University of Oregon, 2017. http://hdl.handle.net/1794/22291.
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The Millennial Generation is a young generation now required to effectively and efficiently navigate the cultural diversity that they encounter in various group settings throughout the United States. Research has examined conflict management styles and intercultural sensitivity, but few studies have investigated these two concepts specifically within the Millennial Generation. The purpose of this study is to fill the gap that exists in the current literature through an examination of the relationship between intercultural sensitivity and conflict management styles within the Millennial Generation in a hypothetical intercultural group setting. The results from 221 participants indicate that positive and negative relationships exist among the dimensions of intercultural sensitivity and conflict management styles, Millennials show a preference for conflict management styles that reflect a concern for self, and Millennials report high Interaction Confidence and low Respect for Cultural Difference. Limitations and directions for future research are also discussed.
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Johansson, Rasmus. "Millennials och ledarskap : En kvalitativ studie om ledarskapspreferenser på RGB." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Ämnesforskning, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35493.
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The purpose of this study was to investigate how generation Y in RGB (fictional name) describes different leadership preferences and to further evaluate whether RGB´s recruitment strategy aligns with those preferences. A targeted selection of organization was made followed by a targeted selection of participants which resulted in eight respondents (n=8). A qualitative approach designed as a case study was conducted. The study included both unstructured and semi-structured interviews. A pilot study was carried out to get a wider view and understanding of the complexity of the organization. A complementary interview was also performed since the organization showed an interest in comparing their recruitment strategy with the participants´ descriptions of leadership preferences. The distribution of the sample was six women and two men with varying occupational roles but with two things in common, social work and the exercise of public authority. The Pilot study, main data collection and the complementary interview was analyzed using elements from both thematic- and pragmatic analysis. The result of the study showed that the overall recruitment strategy in wide terms aligned with the leadership preferences presented by generation Y. Social competence, self-awareness and presence were central aspects which were mentioned by both participants, recruitment officer and HR-consultant.
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Zake, Susan K. "Obama, Interactivity and the Millennials: A Case Study." Kent State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=kent1323223506.
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Descos, Lucie, and Anna-Maria Gospic. "Attract and retain Generation Z in the white-collar business sector. : How to attract and retain Generation Z in the white-collar business sector?" Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44066.
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Problem Following the expanded competition when it comes to attraction and retention of skilled workers, hence white-collar workers, organizations need to better adapt to the rapid changes in the labor market. Due to the lack of knowledge about the recent Generation Z and their perceptions and values regarding work, the Person-Organization (P-O) fit has been applied in order to gain a deeper knowledge of what attracts and retains individuals of Generation Z, in order for companies to better meet their needs. Purpose Due to the lack of research done on Generation Z, the purpose of this study is to gain a greater understanding of the values and perceptions of Generation Z and how they operate in the white-collar business sector. Moreover, this creates a greater insight for organizations in order to help them better target the right talent pool and gain a greater understanding of Generation Z that has come to change the labor market. Method In order to gain a greater knowledge and insight about Generation Z, a qualitative study has been performed to better understand the perception of this Generation. In-depth interviews have been conducted with Generation Z that have or are currently operating in the white-collar business sector in order to meet the purpose of this study. Semi-structured interviews were conducted in order to allow for a fruitful discussion of their values and perceptions and the likely impacts they consider when joining an organization. Conclusion Generation Z indicated that certain aspects are to consider in the decision-making process of applying or taking a job. Indeed, their own values, beliefs and work-personal life matter to a great extent and is to be matched with the company. This study comes to the result of six determined factors influencing this decision-making process: small enterprises, flexibility trust and freedom, work/private life environmental factors, organizations values/ethics, do what they love, digital natives.
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Gimbergsson, Evelin, and Sandra Lundberg. "Work values of Generation Z : A quantitative study explaining different groups of Generation Z’s work values." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53506.
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Course/ Level: 2FE21E, Bachelor thesis Authors: Evelin Gimbergsson & Sandra Lundberg Tutor: Viktor Magnusson Examiner: Åsa Devine Title: Work values of Generation Z: A quantitative study explaining different groups of Generation Z’s work values. Purpose: The purpose of this research is to explain how the work values differ within different groups of Generation Z. Hypotheses: H1: Depending on major individuals value different work values. H2: Depending on gender individuals value different work values. Theory: Intrinsic, Extrinsic, Altruistic, Status-associated and Social work values. Methodology: Questionnaire Conclusion: Based on the findings, H1 was rejected and H2 was accepted. Keywords Employer branding, Generation Z, Work values, Intrinsic work values, Extrinsic work values, Altruistic work values, Status-associated work values and Social work values.
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Nilsson, Petra, and Elinor Edberg. "Generation Z i globala virtuella team : Nationella kulturskillnaders förändrade roll." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202316.
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I den här uppsatsen förses läsaren med en uppfattning om vilken roll nationella kulturskillnader spelar i globala virtuella team bestående av Generation Z. Vi fokuserar på dimensionen individualism-kollektivism, och gruppdynamik i globala virtuella team ur följande perspektiv; förtroende, ömsesidigt beroende, kommunikation, samt relations- och uppgiftsrelaterade konflikter. Utifrån vår litteraturgenomgång formulerar vi två hypoteser; 1) att nationella kulturer håller på att förändras, och 2) att nationella kulturskillnader inte upplevs existera längre, vilka vi undersöker genom en kvantitativ enkät som skickats ut till studenter från hela världen. Vårt resultat visar på att skillnader i nationell kultur har minskat inom vissa områden, som kommunikation och konflikthantering, medan de fortfarande är närvarande när det kommer till förtroende och ömsesidigt beroende. Dessutom upplevs kulturskillnader fortfarande existera, även om det är svårt att peka på hur dessa skillnader uttrycker sig.