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.

Abstract Background The advancement of Internet technology and the ability of companies to process large amounts of information has made it possible for marketers to communicate with their customers through customized measures, namely personalized advertising. One of the primary aspects that differentiates personalized advertising from traditional advertising is the collection and use of consumers’ personal information, which have presented marketers with numerous benefits and opportunities. However, this has also raised concerns among consumers regarding their privacy and the handling of their personal information. In this study, the attitudes of Generation Z will be examined regarding data privacy, personalization, and the commercial usage of their personal information, as well as how these attitudes may impact consumer behavior. Purpose                   The purpose of this study is to examine the attitudes of consumers towards personalized advertising and the commercial usage of personal consumer data, with the focus on consumers belonging to Generation Z. Issues regarding data privacy and personalization is explored, as well as how consumer attitudes towards the personalization of advertisements may impact consumer behavior in the digital environment. Method The positivistic approach was applied with the intention to draw conclusions about a population of people, namely Generation Z. A deductive approach was implemented to test an existing theory, the Theory of Planned Behavior (TPB) with the intention to examine whether Generation Z follows the trend found in the literature; namely that younger consumers (Millennials) are more positive towards personalized advertising and the sharing of personal data for commercial purposes than older generations. The empirical data was collected through a survey, which was later analyzed through statistical measures.           Conclusion              The results suggested a predominantly neutral attitude among the survey participants regarding personalized advertising and the sharing of personal data for commercial purposes. Moreover, a positive correlation between consumer attitudes and behavioral intention to interact with personalized advertisements was detected. However, the correlation was found to be rather weak, indicating that consumer attitudes are not necessarily the strongest predictor of behavioral intention among Generation Z consumers in regards to personalized advertising.

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.

Under de senaste 25 åren har det skett en utveckling av internet och i vilken omfattningen internet används (Handelns historia, u.å.). Detta har möjliggjort en ökad kommunikation och större möjligheter till konsumtion för individer, där fysiska butiker varit det dominerande alternativet tidigare. Idag har därmed de fysiska butikerna kommit att få konkurrens av de virtuella butikerna. Den teknologiska utvecklingen har medfört ett skapande av varierande relationer till internet givet olika generationer. Den ena generationen, generation X, har anpassat internet till sin vardag medan den andra generationen, generation Z, är uppvuxen mitt i internets era. Det finns flertalet studier vars fokus är framtagen för att se till ett företagsperspektiv, alltså hur företag kan använda sig av information angående konsumenters beteende och köpvanor till sin fördel. Det har kunnat återfinnas ett relativt outforskat område som inkluderar individens perspektiv. Detta eftersom att det nu finns större möjligheter för en individ att välja när personen vill vara en konsument. Därmed presenteras begreppet konsumentroll som inte är något särskilt bearbetat eller utforskat begrepp. Studien förväntas undersöka om det finns några skillnader mellan generation X och generation Z angående när dessa individer antar en konsumentroll. Med ordet när har vi valt att fokusera var en person befinner sig på, i den fysiska butiken eller i den virtuella världen när personen handlar. Vidare innehåller begreppet när även när individen är en konsument vilket har att göra under vilken tid som konsumenten aktivt, passivt eller ovetandes antar en konsumentroll. Slutligen påverkas begreppet även hur individen är en konsument, vilket kan återkopplas till användning av teknik, social situation, sales promotion och medier. Om det framgår att det finns en skillnad mellan de två generationerna ska även de bakomliggande orsakerna identifieras. Resultatet av denna studie påvisade tydliga skillnader mellan dessa två generationer. Genom skapandet av fyra betydelsefulla teman i analysdelen har flera bakomliggande faktorer kunnat presenteras. Den största skillnaden till när en individ antar en konsumentroll, i generation X jämfört med generation Z, är huruvida behovsskapandet framkommer. Ytterligare viktiga bakomliggande faktorer är om de handlade på fysiska butiker eller på internet, hur bekväma de känner sig i förhållande till tekniken samt vilka faktorer som värderas högt i samband med ett köp av kläder. Avslutningsvis har denna studie resulterat i en större förståelse för hur olika generationer antar en konsumentroll och framförallt när det sker. / Over the past 25 years there has been an evolution of the Internet and to what extent the Internet is used. This has enabled increased communication and a wider range of consumption than before, where physical stores have been the dominant option. Today has the physical stores gained competition from the virtual stores. The technological development has led to the creation of varying relationships to the internet given different generations. One generation, generation X, has adapted the internet to their everyday life while the second generation, generation Z, grew up in the middle of the Internet era. There are several studies whose focus is designed to ensure a company perspective, where the focus is how to make use of information on consumer behavior and buying habits to their advantage. It has been found a research gap which includes the individual's perspective. This because there is now a greater opportunity for an individual to choose when the person wants to be a consumer. Therefore, the concept of consumer role is presented as neither existent or explored. The study is expected to examine whether there are any differences between Generation X and Generation Z as to when these individuals assume an consumer role. With the word when we have chosen to focus on where a person is, in the physical store or in the virtual world, when the person is shopping. Furthermore, the term when contains when the individual is one consumer, which depends on during what time the consumer actively, passively or unaware assumes a consumer role. Finally, the term when it also affected by how the individual is a consumer, which can be reconnected to the use of technology, social situation, sales promotion and media. If there is a difference, the underlying causes will also be identified. The result of this study demonstrated clear differences between these two generations. By creating four important themes in the analysis section, several underlying factors has been presented. The biggest difference of when a individual assumes an consumer role, compared generation X with generation Z, is whether the creation of a need arises. Further, more important underlying factors is if they buying their clothes in a physical store or on the internet, how comfortable they feel in relation to technology, as well as what factors are highly valued in connection with a purchase of clothing. In conclusion, this study has resulted in a greater understanding of how different generations assume a consumer role and especially when it occurs.

The fact that the textile industry is concerned with environmental, social, and economic issues has been acknowledged worldwide, both by companies and their different stakeholders. As a result, more and more fashion brands have shown different types of sustainability initiatives, for example by offering sustainable fashion products. Communicating these kinds of initiatives is associated with many risks and challenges for the companies. It is essential for the brands to know how to communicate sustainable fashion to a specific target group. A new customer group that is going to dominate the market soon is Generation Z (people born in mid-90 to 2010). Generation Z differ from previous generation, especially regarding their values and how they communicate. Despite the fact that this is a new important target group for fashion brands, little academic research can be found on how fashion brands should communicate sustainable fashion towards these consumers. Therefore, the purpose of this qualitative research is to identify possibilities and challenges of marketing sustainable fashion towards generation Z.10 participants from generation Z were interviewed in order to answer the following research questions: What attitude does generation Z has toward sustainable fashion and sustainable clothing consumption?; and what marketing activities does generation Z prefer regarding sustainable fashion? The findings showed revealed that generation Z do have knowledge about sustainable fashion in general, still they are eager to know more. They are positive toward fashion brands that engage in sustainability matters, however, some skepticism could be found. This implies the importance of brands staying truthful and consequent in their sustainability marketing. Social media, in particular Instagram and YouTube, seem to be appropriate platforms to reach them at, especially though the use of videos. The messages on social media should be informative and preferably somehow radical or shocking, yet still short and easy to understand. Also, as stated in previous research, influencers are a good tool to use when communicating sustainable fashion. Other important marketing strategies are to use interactive marketing to involve them, and also to focus on having an attractive store communication. What is significant when communicating sustainable fashion towards generation Z is to make it easy and convenient while being logical and transparent in the marketing activities.

abstract: The members of Generation Z are often referred to as "digital natives," having been born between 1995–2012, into a time of significant technological advancements. Members of Generation Z were between the ages of 7–24 years old in 2019. The world Generation Z knows has been impacted by the current technological environment including the use of personal smartphones and smart devices, the rise in social media use, and the preference of texting and instant messaging over voice/phone communications. The oldest members of Generation Z are just starting to enter the workforce. While there are studies on Generation Z's personal communication preferences and habits, there is very little research how these preferences and habits will impact business communication. This study examines specifically the older members of Generation Z, between ages 18–24 years old, who are currently in the workforce. The study gives insight into how Generation Z's personal communication habits are impacting their expectations of business communication.. The study includes results of a survey of 207 participants and in-depth interviews with six Generation Z members. The survey included both quantitative multiple choice and qualitative open-ended questions on the respondents’ personal and workplace communication habits and expectations. The in-depth interviews expanded on the findings of the survey and added additional context to many of the survey's findings. Through researching the habits and expectations of members of Generation Z who are currently in the workplace, the study uncovered many unexpected attitudes and behaviors among working Generation Z respondents. These insights include: the respondents’ awareness of the negatives of technology usage, differences in personal preferences and professional behaviors, the self-regulation of technology usage, and the concern for boundaries between personal and work life. / Dissertation/Thesis / Masters Thesis Technical Communication 2020

Background: With the emergence of new social platforms, nascent strategies of Viral Marketing utilizing User-generated Content has developed. TikTok is a new social media based on User-generated videos, where content is mainly expressed in the form of #challenges. Given its nascent nature, marketers lack clear directives of how to capitalize on #challenges by engaging the user base, in their pursuit of reaching virality. As the underlying motivations behind the participation of #challenges are unknown, further research is required. Purpose: The purpose of this study is therefore to explore what motivates Gen Z users to participate in #challenges on TikTok and how companies can utilize these motivations to structure their own #challenges’ in marketing campaigns.   Method: This is an exploratory qualitative study inspired by grounded theory where sixteen semi-structured, in-depth interviews were held with participants classified as Gen Z. Qualitative content analysis was used to develop a revised model of Uses and Gratification Theory.   Conclusion: The results suggests that the Uses and Gratification theory could be used in explaining the underlying motivation for participating in #challenges on TikTok. By drawing connections between Uses and Gratification Theory and empirical data, a revised model was found to include the six traditional forms of motivations with structure as an added seventh prevalent motivation on TikTok. The results propose the motivators factors to participate in a challenge to be intertwined but suggest Entertainment to be a superseding motivator. Suggestions of elements that marketers could implement in their campaigns were thereafter derived.

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:

Den rådande klimatdebatten har resulterat i att människor ställer högre krav på företag i att inte enbart vara vinstdrivande utan även fokusera på vad företag kan göra för att bidra till ekonomisk, social och miljömässig hållbarhet. Samtidigt som det ställs högre krav på företagen i att agera hållbart, existerar även en utmaning för företag i Sverige att attrahera framtida arbetskraft, som nu utgörs av Generation Z. Företags agerande inom hållbarhetsaspekter har visats ha en positiv relation för företags attraktivitet. Det leder fram till syftet för denna studie som är att beskriva Generation Z:s uppfattning om företags attraktivitet utifrån ekonomiska, sociala och miljöaspekter. Studien präglas av ett hermeneutiskt förhållningssätt, med en deduktiv ansats utifrån teorierna Corporate Social Responsibility och extern Employer Branding samt genom en kollektiv fallstudie som utgörs av Generation Z’s studerande på Jönköping University. Insamling av empiri utförs genom en skrivbordsundersökning, litteraturöversikt samt kvalitativa semistrukturerade intervjuer med personer som tillhör Generation Z och är studerande i fjärde till sjätte terminen på Jönköping University. Insamlad empiri analyserar genom en tematisk analysprocess med kategorier utifrån de valda teorierna extern Employer Branding samt tre aspekter av Coraporate Social Responsibility som kan påverka ett företags attraktivitet. Genom resultat och analys framkommer olika faktorer inom de tre aspekterna som uppfattas skapa attraktivitet för ett företag för Generation Z. Där Generation Z uppfattar företags externa Employer Branding genom att visa arbetet inom hållbarhetsaspekterna som attraktivt för ett företag.

#BlackOutTuesday blev en viral framgång på Instagram som miljontals människor engagerade sig i genom att dela en svart bild. I och med den digitala utvecklingen, har nya möjligheter skapats för sociala rörelser att nå framgång. Följande arbete kommer därför att studera hur generation Z använder digitala plattformar för att engagera sig och ta ståndpunkt i samhällsfrågor med kampanjen #BlackOutTuesday som analytiskt fokus. Detta görs genom att undersöka vilka förutsättningar som krävs för att användare på Instagram ska motiveras till att dela viral kommunikation vidare och vilka egenskaper hos kommunikationen som gör den viral.  Det teoretiska ramverket består av uses and gratifications-teorin, deltagarkultur, identitet i sociala medier och virala faktorer. Studiens resultat kommer baseras på utsagor från kvalitativa intervjuer som analyseras mot tidigare forskning och valda teorier. Urvalet resulterade i sex intervjuer via ett målstyrt urval. Analysen visade att motiven som ligger bakom deltagandet grundar sig bland annat i rätt budskap, social relevans och rätt plattform. Kampanjen skapade också en trend som innebar att respondenterna ville bli en del av gemenskapen och visa att de stod på rätt sida. Resultatet visade också att deltagandet skiljde sig en hel del online och offline, där endast en respondent deltog offline. Det beror främst på hur sociala medier gjort det enklare för människor att delta riskfritt, accepterat och utan större ansträngning. Till sist visade studien att Instagram blivit ett verktyg för sociala rörelser att nå framgång på i och med att plattformen används av generation Z för att ta ställning på.