Organizations compete to attract and retain top talent and differentiate themselves from their competitors; they work on employer branding strategies. This study analyzed how organizations should communicate their employer brand in social media to attract Generation Z talent. This is a qualitative research with a phenomenology design. The research technique used was the semi-structured interview. Twenty university students and graduates of business or engineering schools were interviewed; they participated on a voluntary basis. This study reveals that participants apply to an organization for the following reasons: salary, work environment, reputation, benefits, and career path. Regarding social media, the interviewees’ favorites are LinkedIn and Instagram. In relation to social media content, companies should keep in mind that Generation Z not only wants to see job offers but also to learn more about them, specifically their characteristics, as this will increase their desire to become a part of them, and in some cases, may even be decisive in accepting an offer.

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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Background: From 2020 onwards the business environment has changed more than ever, and a new generation is making its way into the workforce. After the Covid-19 pandemic and digitalization created a new normal with hybrid and remote working structures, the wish for flexibility in the work environment has increased among Generation Z. However, this generation is not just interested in working a 9 to 5 job, as Generation Z has outnumbered previous generations with the start of their own business.  Research Problem: Generation Z has only been limitedly researched, as they recently started to enter the working force. The existing research portrays the intention and attitude of Generation Z toward entrepreneurship, their work preferences, and the characteristics of Generation Z. However, when it comes to Generation Z entrepreneurs there is only limited existing literature about what motivates them to start engaging in entrepreneurial activities.  Research Purpose: The purpose of this study was to complement and fulfill the identified research gap considering the entrepreneurial motivation of Generation Z. The research aims to create a broader and deeper understanding of what motivates Generation Z to start engaging in entrepreneurial activities. Research Question: How is Generation Z motivated to start entrepreneurial activities? Research Method: A qualitative study has been carried out following an abductive approach from the perspective of a relativistic ontology and social constructionist epistemology. Furthermore, the methodology concerns an explorative single case study whereas primary- and secondary data was collected through semi-structured interviews and archival information. The collected data was analyzed following the Gioia method dividing the data into empirical observations, first-order codes, second-order themes, and third-order aggregate dimensions.  Conclusion: Generation Z is motivated by intrinsic and extrinsic factors, whereas freedom and flexibility within the working environment, and being in control are motivational factors for them to start engaging in entrepreneurial activities. Generation Z possesses important characteristics and competencies that are beneficial when becoming an entrepreneur, such as being independent, positive, and having strong communication skills. Also, education often had a positive impact on the confidence of the entrepreneurs to start their own businesses. Moreover, the entrepreneurs want to contribute or add value to the society with their business. Lastly, the Covid-19 pandemic and the increased accessibility due to digitalization opened new opportunities for the entrepreneurs to start working on their own business.

Datum: 2023-05-30 Nivå: Kandidatuppsats i Företagsekonomi, 15 hp Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet Författare: Julia Thelenius 000429      Moa Jernberg 001215      Rasmus Hedin 011029 Titel: #I SAMARBETE MED FAST FASHION: En kvantitativ studie om hur influencer marketing påverkar Generation Zs köpbeteende inom fast fashion konsumtion online. Handledare: Annoch Hadjikhani Nyckelord: Influencer marketing, fast fashion & Generation Z. Forskningsfråga: Hur påverkar influencer marketing Generation Zs köpbeteende inom fast fashion online? Syfte: Syftet med denna uppsats är att undersöka vilka faktorer kopplade till influencer marketing som påverkar köpbeteenden för konsumenter inom Generation Z. Studien fokuserar på köpmönstret rörande mode-fenomenet fast fashion och om influencer marketing kan vara bidragande faktor till att konsumenter upplever att köpbeteendet påverkas till fast fashion konsumtion. Metod: En kvantitativ forskningsstrategi genom en enkätundersökning med frågor ur tidigare forskning. Av 100 respondenter var 25 bortfall. Genom en korrelationsanalys analyserades resultatet i SPSS-Statistics. Slutsats: Resultatet i helhet visade att Generation Z upplever att de inte blir speciellt påverkade av influencer marketing, samtidigt visar resultatet att de tagit del av influencers rekommendationer som i sin tur har påverkat deras köpbeteende. / Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Julia Thelenius 000429      Moa Jernberg 001215      Rasmus Hedin 011029 Title: #IN COLLABORATION WITH FAST FASHION: A quantitative study on how influencer marketing affects Generation Zs buying behavior in fast fashion consumption online. Supervisor: Annoch Hadjikhani Keywords: Influencer marketing, fast fashion & Generation Z. Research question: How does influencer marketing impact Generation Zs purchasing behavior in fast fashion online? Purpose: The purpose of this essay is to examine which factors related to influencer marketing that influence the purchasing behavior of consumers within Generation Z. The study focuses on the buying patterns related to the fast fashion phenomenon and whether influencer marketing can be a contributing factor to consumers perceiving that their purchasing behavior is influenced towards fast fashion consumption. Method: A quantitative research strategy was utilized through a survey using questions from previous research. Out of 100 respondents, 25 were excluded. The results were analyzed using correlation analysis in SPSS-Statistics. Conclusion: The overall result showed that Generation Z feels that they are not particularly influenced by influencer marketing, while the result shows that they have taken part in influencers' recommendations, which in turn has influenced their buying behavior.

The majority of today’s emerging adults view climate change as the defining challenge of their generation (Amnesty International, 2019). Young people’s climate concern has translated to unprecedented collective climate action, such as the youth climate strikes of 2019. However, young people and their relevant social identities are underrepresented in research on collective climate action. Following the social identity model of pro-environmental action (Fritsche et al., 2018), the current study assesses the extent to which emerging adults identify with Generation Z, or Gen-Z, as a relevant ingroup. In a Prolific survey of 296 participants aged 18-24 and currently living in Canada, I examined young people’s Gen-Z ingroup identification, perceived collective efficacy of Gen-Z, and three collective action outcomes: intentions to follow youth climate groups on social media, intentions to engage in future collective climate action, and participation in sending an advocacy message to the B.C. Minister of Environment and Climate Change Strategy. I hypothesized that the interaction of ingroup identification and collective efficacy would predict collective climate action outcomes above and beyond the influence of each construct individually. This hypothesis was not supported. While Gen-Z ingroup identification and perceived collective efficacy each predicted intentions to follow youth climate groups on social media and intentions to engage in future collective action, the interaction term added no explanatory power to the models. Neither Gen-Z ingroup identification nor collective efficacy predicted participation in the advocacy message behaviour. These findings underscore the importance of systematically investigating broad social identities in the field of collective climate action, which has predominantly focused on specific environmentalist groups. The current study also highlights the need for further investigation of predictors of behavioural outcomes. / Graduate / 2022-12-15

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Detta examensarbete behandlar användandet av smileys och deras roll i kommunikation mellan ungdomar över det digitala mediet. Hur ser användandet av smileys ut bland ungdomar? Vilken mening lägger sändare respektive mottagare i användandet av smileys? Går det att kategorisera och gruppera användarna av smileys utifrån ålder och kön? Denna uppsats behandlar chatt och det chattspråk (innehållande smileys, förkortningar och asterisker) som dagens ungdomar - generation Z, använder sig av dagligen framför sina datorer. En enkätundersökning bland elever vid två år 6-9 skolor och en undersökning via två diskussionsfora på Internet, ligger till grund för resultaten till denna uppsats. Resultaten visar att smileys används som ett uttryck för känslor, sinnesstämningar, ansiktsuttryck, kroppsspråk och tonfall.

The purpose of the study is to examine adolescents associated to generation Zs needs and desires of leisure in Piteå and then develop a concept for the design of how it can be done. This is due to an expressed need in Piteå Municipality of leisure activities for young people in parts of Allhuset. To create activities that attract generation Z, it is important to understand the generation Zs characteristics and have an understanding of today's experience society. We made use of action research and the learning process in order to identify the problem and talks have been held with three focus groups with participants in the generation Z. A concept for how the design of the activities can be done have been created. / <p>Validerat; 20140902 (global_studentproject_submitter)</p>

<p dir="ltr">In many Japanese language textbooks and classes, instruction often advocates for responding to compliments with modesty, typically through a negative response. However, previous research by Tatsumi (2013), Shimizu (2007), Terao (1996), and Hirata (1999) suggests that Japanese individuals do not exclusively rely on negative responses when receiving compliments. Moreover, prior studies have predominantly examined the gender of the recipient of the compliment, overlooking the significance of the gender of the person giving compliments. With respect to the topic of compliment responses, previous research has found the following two points. First, Holmes (1988), Herbert (1990), and Matsuura (2004) found that compliment exchanges frequently occur among the younger generation. Second, Itoi (1999), Shimizu (2017) Takamiya (2022) and, Ang (2023) found that the compliments among younger generations are likely to be accepted.</p><p dir="ltr">This study aims to investigate potential differences in compliment responses between Japanese and American women who fall into Generation Z, while also considering the influence of both the gender of the person giving the compliments and the topic of the compliments. A survey was conducted involving 30 Japanese women residing in Japan and 32 American females living in the U.S. Participants submitted their responses online, using either Japanese or English, their native languages. These responses were elicited as reactions to scenarios wherein they received compliments, accompanied by written explanations for their responses.</p><p dir="ltr">The compliments were given by classmates with a relationship of acquaintance who were not yet close, with variations in the gender of the complimenter (male vs. female) and the type of compliment (appearance vs. skill), totaling four distinct scenarios. Their responses were recorded both orally and through written response to share intention. On top of these records, analysis required taking into account the tone of voice and nonverbal cues such as pauses, and hesitations when analyzing and discussing the impact of the complimenter’s gender and the topic of the compliment on the response. Study results show that almost all the compliments were accepted with appreciation by both American and Japanese participants with no difference observed in macro strategies and minimal differences observed in micro strategies. However, this lack of difference is discussed as evident of global influences on pragmatics of different cultures. The findings of this study have implications for communication strategies related to compliments and for pragmatic instruction in teaching Japanese as a second/foreign language.</p>