This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

The rapid growth in mobile communication in South Africa makes it an important new advertising medium, and that is why an understanding of attitudes towards mobile advertising is important. As the most technologically astute generation, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future market segment for digital media, including mobile media. In South Africa, black African make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). Given the size of the black Generation Y market segment in South Africa, and the potential earning power and influential role of those with a tertiary qualification, a need was identified to propose and empirically test a model of possible antecedents that may determine attitudes towards mobile advertising amongst black Generation Y students. The sampling frame for the study included black Generation Y students aged between 18 and 24 who were registered at South Africa’s 23 public registered higher education institutions (HEIs). This sampling frame was narrowed down, using judgement sampling, to three HEI campuses situated in the Gauteng province – one from a comprehensive university, one from a traditional university and one from a university of technology. Lecturers at each of the campuses were contacted and asked if they would allow a questionnaire to be distributed to their students during class time. A convenience sample of 600 students across these three campuses was taken in 2013. Self-administered questionnaires, designed to measure the antecedents influencing black Generation Y students’ attitudes towards mobile advertising, were hand delivered to students during class time at each of the three campuses. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis and structural equation modelling. The findings of the study suggest that South African black Generation Y students have a strong positive attitude towards advertising in general, and towards communicating using the SMS function. Moreover, they have a positive attitude towards the value of mobile advertising. It appears that they find mobile advertisements to be intrusive, and do not perceive mobile advertisements to have much entertainment value, which may account for them not having an overall positive attitude towards mobile advertising. Attitude towards advertising and credibility were found to have a significant direct influence on black Generation Y students’ perceived value of mobile advertising, which in turn has a significant direct influence on black Generation Y students’ overall attitude towards mobile advertising. Personalisation and in formativeness have a significant positive influence on credibility. Entertainment, attitudes towards advertising, control and credibility have a significant positive influence on the perceived value of mobile advertising. Intrusiveness has a significant negative influence on overall attitudes towards mobile advertising, while trust and perceived value have a significant positive influence. This study will contribute to developing a profile of the consumer behaviour of the black Generation Y student in South Africa concerning their attitude towards mobile advertising. This research study aimed to develop a conceptual model to illustrate the antecedents that influence black Generation Y students’ attitudes towards mobile advertising. The findings of this study will act as marketing strategy guidelines for marketers seeking to reach this segment through mobile advertising. The findings of this study will be of value to South African marketers, as well as international advertisers, seeking to target this lucrative market segment. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Title Instagram marketing- When brands want to reach Generation Y with their communication  Authors Frida Eklöf Wallsbeck and Ulrika Johansson Supervisor Thomas Helgesson Level Bachelor thesis in marketing (15 ECTS). Spring 2014 Keywords Branding, Marketing communication, Social media, Instagram and Generation Y. Purpose The purpose of this study is to find out how marketing on Instagram works in order to reach Generation Y. Further the purpose is to contribute with theoretical knowledge about what communication Generation Y prefers from brands on Instagram, why they prefer it and what it can lead to. Frame of Reference In this chapter we divided the theories under branding, marketing communication, social media, Instagram and Generation Y. Under every chapter the chosen subject will be discussed further and deeper.  Method This study is written with a descriptive and an explanatory method with a deductive approach. We have used the triangulation method combining qualitative and quantitative data. Empirical Data The outcome from the qualitative interviews and the quantitative survey will be presented under this chapter together with the SPSS analysis. Conclusion Generation Y on Instagram is a generation who is used to a high amount of marketing noise and because of that and their desire to be unique they demand extraordinary branding on Instagram. When marketing towards Generation Y brands must first form the content after the Instagram value. The content should also be creative and selective as well as it should contribute with knowledge. Further brands should communicate personal content with focus on one-way communication. By doing this, brands could expect a chance of lower barriers, increased solidarity and becoming a part of the Generation Y’s everyday life.

Vad som motiverar olika grupper har länge diskuteras och har varit en viktig del i hur företag är strukturerade och hur de arbetar. Arbetsuppgifter och arbetsformer är föränderliga och på senare tid har rollen som konsult vuxit fram som en frekvent förekommande och även attraktiv arbetsform. Ett av de mest attraktiva yrkena för studenter är yrket som managementkonsult, vilket är ett varierande men påfrestande yrke med relativt låg finansiell ersättning per nedlagd tid. Denna attraktion säger till viss del emot vad erkända motivationsteorier menar motiverar dessa personer och därmed studenters val av yrke. Uppfattningar om Generation Y, personer födda mellan 1979-1994, menar att finansiella belöningar är viktigt för denna grupp. Samtidigt menar Self-determination Theory att detta borde tränga bort den inre motivationen, som enligt undersökningar gjorda för uppsatsen, är viktig i val av yrke. Enligt dessa undersökningar attraheras respondenterna inte till yrket som managementkonsult på grund av pengarna. Det är framförallt personlig utveckling samt intressanta och varierande arbetsuppgifter som lockar personer som studerar management. Vidare har det påvisats viktigt att få lära ut sin kunskap till andra, vilket ligger i linje med yrkets karaktär. Det sistnämnda kan vara en trend som gjort konsult som arbetsform attraktivt, vilket är öppet för vidare forskning. Även de indikationer som visat att den finansiella ersättningen är mindre viktig i val av yrke i Uppsala och kanske även Sverige kan undersökas djupare, i kontrast mot att undersökningarna för uppfattningarna om Generation Y är gjorda i USA.

Generation Y (born between 1978 and 1995) has tremendous buying power and represents the future markets for most e-commerce Websites and companies. All online businesses should try to attract them and keep them as returning customers. Although former research findings distinguished Internet shoppers from the non-shoppers within the Internet user population, they did not focus on the characteristics of Internet shoppers and non-shoppers in specific market segments, especially in generations Y. In addition, studies on Taiwanese generation Y's profile and buying behaviours were not many either. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006.

Thesis (M.A.)--Georgia State University, 2007. / Title from file title page. Kathryn Fuller-Seeley, committee chair; Ted Friedman, Angelo Restivo, committee members. Electronic text (115 p.) : digital, PDF file. Description based on contents viewed Mar. 28, 2008. Includes bibliographical references (p. 102-105).

Thesis (M.A.)--University of Missouri-Columbia, 2007. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file as well as 10 media.jpg files. Title from title screen of research.pdf file (viewed on November 12, 2008) Includes bibliographical references.

Thesis (M.Ed.)-University of Pretoria, 2007. / Includes bibliographical references. Available on the Internet via the World Wide Web.

Title from title page of PDF (University of Missouri--St. Louis, viewed March 23, 2010). Includes bibliographical references (p. 122-124).

Thesis (M.A.)--Catholic Theological Union at Chicago, 2004. / Vita. Includes bibliographical references (leaf 57).