Background: Gen Z is the next generation to enter the workforce and it has become more complex to attract and retain employees. The recent trend in the job market, in which most prospective employees are from Gen Z, makes it important to investigate the demands, expectations, values, and preferences of this prospective workforce. Every generation has different workplace preferences; thus, it is important for employers to understand the differences to be able to attract them. Therefore, an enterprise must develop effective employer branding to accomplish this aim. Purpose: The purpose of this research is to find out what companies in Regional Sweden can do to attract and retain highly educated employees from Gen Z. Method: The research study was conducted using the qualitative method. The primary data was collected through ten interviews with master students and were conducted in a semi-structured manner along with secondary data. Conclusion: The results show that companies in regional Sweden can use four methods together to attract and retain highly educated employees from Gen Z. Their employer branding should promote that they value diversity, equality, and inclusiveness. They should implement hybrid working unless it harms the company's operation. Mentoring them at work by delegating responsibilities and developing their skills. Most importantly to gradually develop them within the firm and inform them about possible managerial positions.

The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. The age intervals have been 18-41, 18-25 for Generation Z consumers and 26-41 for Millennials. This research is utilizing a deductive approach paired with a quantitative research strategy. The primary data collection method has been through an internet-based self-completed questionnaire, whereas the data later on has been analyzed. The analysis has been conducted through the Statistical Package for Social Sciences (SPSS) program allowing for the researchers to perform a series of statistical analyses. From the empirical findings and analysis conducted, it was concluded that all of the hypotheses were disproven and rejected, showing no significant difference. Through SPSS a series of independent sample t-tests were conducted to extract two means for the two generations. The statistical output displayed a higher level of impact on Millennials consumers contrary to the hypothesis, predicting Generation Z’s purchase intentions being significantly more impacted. Through SPSS the researcher have been able to compare how each generation compare against each other in terms of all the variables making up purchase intention (Involvement, Argument Quality, Source Credibility, Information Usefulness), but also performed t-tests to see how their answers differentiate in each question as well. This study could provide marketers with very insightful knowledge about how online reviews affect consumers differently, allowing for adaptation and optimizations.

Aim: The purpose of this study is to generate a comprehensive understanding of young women in order to identify primary factors of motivation. The focal point is on how employers in the IT industry can face the work-related needs.Three question formulations are framed to be able to cope a comprehensive understanding.  Method: The empirical evidence of this study is based on eight semi-structured interviews with women within generation Z operating in the IT industry.   Result & Conclusions: The results of the study indicate that career path, responsibility and accomplishment are considered important inner motivation for women (Gen Z) working in a male-dominated IT industry. Confirmation and good communication with the employer manifest as the most important external motivation. Equality in the workforce promote stronger motivation for women, which indicate that employers can revise work environment with pronounced masculine indications to retain women in the IT industry.  Contribution of the thesis: The study contributes with a better understanding of young female working in a male-dominated environment.  Suggestions for future research: Since Generation Z initiate enter the labor market the quantity of Generation Z in the workforce will increase in a matter of time, future research can resemble internal and external motivation factors.

Problemformulering: Runt hälften av världens befolkning består av kvinnor som har menstruation i sin vardag, men trots det är ämnet omringat av skam, tabu och stigma. Under de senaste åren, i samband med ett ökat menstruationsaktivism, har en ny era av menstruationsannonser dykt upp där man är mer villig att dela historier om menstruationsskam. Flickor får lära sig från tidig ålder att hålla en tystnad om menstruation: genom att det finns en tabu i samhället som gör att det är socialt oacceptabelt att prata om mens. Unga kvinnor, som ingår i Generation Z, är mer öppna när det kommer till att prata om menstruation till skillnad från andra generationer. Hur denna generation uppfattar budskap som företag sänder ut gällande menstruationtabu blir intressant i en fråga om såväl både samhällsnytta och företagsreklam. Syfte: Studien syftar till att se hur unga kvinnor uppfattar och upplever kampanjfilmer som rör tabu kring menstruation. Metod och material: Fört att kunna besvara studiens syfte och frågeställningar har den metodologiska ansatsen varit fokusgrupper för att kunna få fram unga kvinnors åsikter, upplevelser och tankar kring ämnet menstruationstabu. Tre fokusgrupper har genomförts med tre till fyra deltagare i varje. Stimulusmaterialet som exponerats för fokusgruppsdeltagarna är tre kampanjfilmer från företagen Always, Libresse och Deodoc. Huvudresultat: Vi har sett ett gäng kritiska deltagare som uttrycker sina åsikter och tankar om ett ämne som är omringat av i många fall skam. Deltagarna visar tydligt hur de värdesätter att budskap ska vara autentiskt och äkta. Respondenterna lägger mycket engagemang kring olika typer av förankringar som de uppfattar i kampanjfilmerna. Det kan vara allt från historier som de själva kan identifiera sig med eller den kända personen som frontar kampanjen. De vill gärna se att de själva pratar öppet om menstruation men kommer till insikt om att de fortfarande existerar en tabu, utan att de själva tänker på det. Detta kan vara allt från att de blir upplysta om det i samtal med det andra könet eller när de själva talar i negativitet om ämnet.

Denna studie har ämnat att undersöka generationerna Y:s, födda 1985–1994, och Z:s, födda 1995– 2005, medievanor med fokus på deras attityder gentemot de övervakningsverktyg som existerar på sociala medier idag. För att studera generationernas attityder gentemot övervakningsverktyg har tre teman konkretiserats: deltagande på sociala medier, övervakning från kommersiella företag, samt övervakning i form av platstjänster. Foucaults teorier om Panopticon, disciplin och makt har influerat denna studie och har använts för att skildra övervakning och maktrelationer utifrån respondenternas svar. Studien har genomförts genom åtta kvalitativa semistrukturerade intervjuer med fyra respondenter från varje generation. Resultatet av studien visar på mer likheter än skillnader i attityder hos generationerna beträffande deras syn på deltagande och hur de ställer sig till kommersiella företags insamling av personliga data. Attityderna skilde sig dock när det kom till attityder och användande av platstjänster. Här visade generation Y på ett mer restriktivt deltagande och en mer skeptisk ståndpunkt medan generation Z var mer öppna och deltog till större grad. Respondenternas svar indikerade på att de var medvetna om att de blev övervakade på sociala medier vilket de kunde uppfatta som obehagligt, men istället för att inte delta alls så utvecklades strategier som gav dem upplevd säkerhet och kontroll. / This study aimes to investigate the generations Y's, born 1985-1994, and Z's, born 1995-2005, media habits, focusing on the surveillance tools that exist on social media today. In order to investigate the attitudes of both generations, towards monitoring tools, three themes have been concretized: participation on social media, monitoring from commercial companies, and monitoring in the form of location based services. Foucault's theories of Panopticon, discipline and power have influenced this study and have been used to depict surveillance and power relations based on the respondents' answers. The study was conducted through eight qualitative semi-structured interviews with four respondents from each generation. The results of the study show more similarities than differences in attitudes of the generations regarding their views on participation, and how they approached commercial companies' collection of personal data. However, the attitudes differed when it came to attitudes and use of location based services. Here, generation Y showed a more restrictive participation, and a more sceptical stance, while generation Z was more open and involved on social media. Respondents' responses indicated that they were aware that they were being monitored in all three themes, which could be perceived as unpleasant, but instead of not participating at all, they developed strategies that gave them perceived security and control.

The labor force consists of 4 generations including Generation Z with an estimated 25 million Baby Boomers leaving the workforce between the year 2010 and 2020. Franchise fast food service managers desire competent leadership in the workplace inclusive of Generation Z. Yet, many franchise fast food service managers do not have training programs to develop Generation Z's leadership behaviors. Based on Vroom's expectancy theory and Blau's social theory, the purpose of this single-case study was to explore the training programs franchise fast food service managers could implement to develop Generation Z's leadership behaviors. Data collection consisted of direct observation and semistructured interviews of 5 purposely selected franchise fast food service managers at a franchise fast food organization in the southern region of Georgia. Data analysis included coding the transcribed interviews to identify relevant themes, and member checking to strengthen the reliability and validity of the interpretations of participants' responses. The 6 main themes revealed were leadership training, leadership skills, leadership behaviors, training barriers, human capital development, and on-the-job training, which affects employees' performance and organizational effectiveness. Business leaders in organizations may use the findings of this study to develop effective training programs for evolving Generation Z's leadership skills, which could improve the U.S. food service industry turnover rates. Social change implications include the importance of the need for succession planning strategies to promote growth and sustainability within the fast food service industry.

Date: (05/01/22)   Level: Bachelor thesis in Business Administration, 15 cr   Institution: School of Business, Society and Engineering, Mälardalen University   Authors: Las Amin, Saad Husseino, Nour Kellawi   Title: The Impact of Instagram Influencers on Consumer Purchasing Intention   Supervisor: Noushan Memar   Keywords: Influencers, Online purchasing intention, Instagram, Online influencer marketing, Trust, eWOM, Generation Z   Research question: What are the impacts of Instagram influencers on online consumer purchasing intentions?   Purpose: The primary purpose of this research is to investigate how social media influencers, otherwise dubbed as “Instagrammers,” particularly impact the online purchasing intentions of buyers and understand the role of Instagram influencers in the different online purchasing trends in organizations that rely on these individuals for their marketing activities in e-commerce.   Method: Qualitative research using focus group method for data collection and analysis. Conclusion: Instagram influencers of all types have a noteworthy influence on the different online consumer purchasing intentions on the platform, where several factors determine the scope of their impact. Trust is considered one of the most significant ones. It is perspicuous that trust in Instagram influencers is intertwined with three aspects: the emotional feelings of the users in regard to the person, the social responsibility of the influencer toward the society, and the influencer fan base. Most users consider electronic word-of-mouth very effective, as it makes a difference in their pre-purchasing stage. The research resulted in a clear distinction between two types of eWOM, one being negative and the other being positive.