Syfte och forskningsfråga Syftet med studien är att identifiera vad som påverkar turister att välja P2P som logival under semestern. Studien görs inom ramen för Airbnb och innefattar att urskilja vilka motiv som ligger till grund för beslutet att bo med Airbnb. - Vilka motiv ligger till grund för turisters beslut att välja Airbnb-boende? Metod Uppsatsen är av induktiv karaktär och är utformad genom en tvåstegsundersökning av logival. Vi har genomfört 14 stycken personliga semistrukturerade intervjuer följt av en enkätundersökning på en representation av 169 stycken tidigare Airbnb-gäster. Slutsatser Genom studien har fem stycken huvudmotiv till att resenärer väljer Airbnb identifierats, pris, läge, personligt, lokala platsens kultur och bekvämligheter. Ur studiens resultat har det framkommit att alla dessa motiv samspelar men att pris är det mest centrala huvudmotivet. Det har även gått att utläsa att digitaliseringen har haft en påverkan på vem som och hur man väljer Airbnb som semesterboende.

If There’s Anything I Can Do is a collection of nine connected short stories. Each story takes place in the fictional River City, and explores the lives of characters that frequent Cellar Door, a divey, basement bar in the heart of downtown. Bartenders, musicians, regulars, neighbors, fathers, brothers, and lovers make up the crowd at Cellar Door, and each story shows the importance of place within a community.

Generationen millennials ses av många ledare som lata, krävande men även illojala. Vilket har gjort det svårt för många företag att leda, styra samt förankra dem. Anledningen grundar sig mångt och mycket i en generationskrock där ledare ur de äldre generationerna inte vet hur de ska styra den yngre generationen. Millennials är framstående inom kunskapsintensiva tjänsteföretag idag och är även den generation som byter arbetsgivare mer frekvent än tidigare generationer. Det är därför vitalt för ett kunskapsintensivt tjänsteföretag att förstå hur de bör arbeta med styrning av millennials då de med dess kunskap är produktionsresursen. Förlorar företaget dess anställda förlorar de även sin produkt vilket blir problematiskt för en framtida fortlevnad.   Syftet med studien är att få en djupare förståelse för vad det är som påverkar generationen millennials att stanna respektive lämna sin anställning i kunskapsintensiva tjänsteföretag. För att undersöka detta så har totalt tretton individer ur generationen millennials intervjuats från sju olika kunskapsintensiva tjänsteföretag.   Vad studien funnit är ett antal faktorer som är betydelsefulla för att behålla samt förankra millennials. Faktorerna ger en förklaring till vad som får millennials att stanna kvar i företagen över tid men det ger även en förklaring till vad som får dem att lämna. Beaktar företagen ovannämnda faktorer kommer styrningen av millennials att underlättas.

Magister Curationis - MCur / Nursing unit managers from different generations of nurses are expected to manage their units effectively, in order to achieve the healthcare goals for their clients. Directing a unit can be affected by the generational differences among nursing unit managers. It has been stated that generational differences are associated with different perceptions on directing a nursing unit. However, in Namibia, no similar evidence exists to support this theory; therefore, a contextual understanding of the nursing unit managers’ perceptions was necessary to inform future measures of improving the management of a nursing unit. Aim: The purpose of this study was to understand and explore the perceptions of nursing unit managers, from different generation cohorts, on directing a unit. Methods: An exploratory - descriptive qualitative research approach was employed. The data were collected from ten participants, using semi-structured interviews. The data analysis was done through thematic content analysis. Results The nursing unit managers had positive perceptions about their role of directing a nursing unit. The managers’ perceptions of communication, motivation, coaching, and leadership were similar. The differences in the managers’ perceptions were not directly related to generational differences between the nursing unit managers. In general, the nursing unit managers valued communication, and considered it the most significant skill required in directing a nursing unit. Discussion: Nursing unit managers from different generation cohorts view their role of directing a unit positively, and share similar perceptions, regardless of the differences in their generations. The little differences noted were not directly related to the nursing unit managers’ generations. Therefore, nursing unit managers need to be well skilled in communication, motivation, coaching, and leadership, to manage a nursing unit/ward.

Introduction​: Market has saturated in the point where customers are facing advertising overload. For companies it can be difficult task to achieve attention among desired target audience. Millennials have become one of the most valuable target group that companies are aiming to target. One way to achieve attention is to do provocative advertising that aims to shock, or violate millennials norms, principles or social cause. Millennials is a special demographic group, compared to previous ones, baby boomers and generation X, since they are more resistant towards provocation. Thys, thesis stress the importance of exploring millennials emotional response when they are exposed to provocation. Purpose: ​The purpose of this paper is to explore Millennials ́ emotional response when exposed to provocative advertising. Research Questions: ‘​Which negative emotions provoke millennials?’ and ‘Which positive emotions provoke millennials?’ Theoretical Framework: ​Theory foundation is builded on provocative advertising and emotional response. Provocative advertising is divided into shock, and social cause. Emotional response concentrates on positive and negative emotions. Method: ​The authors of this paper used qualitative approach, deductive structure with explorative purpose that is aiming for in-depth information. Total amount of 8 semi-structured interviews were recorded. Information from interviews were further comprehended via coding schedule. Empirical Investigation: ​Empirical chapter presents the main patterns of information from interviews. Chapter is divided into negative and positive parts. This chapters are following the coding schedule structure where main chapters are divided into subchapters based on the sub-categories of coding schedule. Analysis: ​The analysis of the empirical investigation showed important information regarding millennials emotional response. Analysis presented that negative emotional response of fear, anger, sadness and disgust are evoked when millennials are exposed to provocative advertising. While emotional response of positive emotions, millennials expressed emotional response of contentment to provocative advertising. Thus, no emotional response of love, pride, or happiness was found. Conclusion: ​Conclusion of the thesis presented the important findings that millennials are more likely expressing negative than positive emotional response when they are exposed to provocative advertising. Thus emotional response of fear, anger, sadness, disgust or/and contentment were Millennials emotional response to provocative advertising.

Since early 2010, Facebook.com, the world’s most popular social network site (SNS), has come under a storm of media criticism over the commercial use of its users’ personal information. Yet even as more became known about the fact that Facebook sells publicly shared information to companies for advertising purposes, two years later the SNS amassed one billion members in October 2012. Based on in-depth interviews 30 Millennials (18 to 32-year olds) and 10 Boomers (48 to 58-year olds) that are daily users of Facebook, this dissertation provides a qualitative analysis of attitudes toward privacy and personal information disclosure on Facebook. What steps—if any—are being taken by users to regulate their personal information disclosure? How do users feel about the website selling their personal information to advertisers? What are the benefits of using Facebook and do they outweigh the risks of having one’s information used for commercial purposes? Or is it even seen as a risk at all? What are the sociological implications of users’ answers to these questions? I challenge prevailing conclusions that the intensity of Facebook use is associated with higher levels of social capital and that Facebook is especially useful for maintaining and building bridging ties to one’s acquaintances. On the contrary, among Millennials in my study, the website is used for maintaining bonding ties between close friends and family members, not bridging ties between acquaintances; that the maintaining of bridging social capital is by comparison merely a passive benefit. As well, while the Boomers in my study use Facebook to maintain bridging ties, maintaining social capital is not a consideration. In arriving at this conclusion, I thematically broke out the benefits of using Facebook as Facebook is my life online, Facebook is my primary connection to others, and Facebook is a convenient communication and information tool. As well, the perceived risks of using Facebook involve a lack of privacy and, to a lesser extent, issues of control. For the Millennials and Boomers in my study, the practical benefits of using Facebook outweigh the perceived risks, and the perception of control on the user’s part is a key factor in rationalizing their ongoing use of the website. As a practical application of my findings, I propose how the marketing research industry might apply these findings toward learning more about consumers.

The purpose of this study was to examine how various universities address E-marketing activities as a help for attracting more students. The key issue was to add knowledge by investigating and understanding E-marketing activities in combination with parts of Promotion Mix, and Relationship Marketing. Three universities in the south of Sweden were interviewed. A qualitative research method was applied, in combination with an deductive approach. Theories regarding the above mentioned elements were investigated and compared with data from semi-structured interviews of universities’ communication departments. Findings showed that in general universities are taking E-marketing into consideration, and understand the importance of its implementation. Yet, they have not applied all the activities which could have been to their advantage. Findings also showed that the universities’ most efficient E-marketing tool was their websites, as it could be appreciated by both current and potential students. In addition, Relationship Marketing and Promotion Mix seemed, in all universities, as a proper complement for E-marketing. However, it appeared that both elements were not implemented to their fullest either. This study could be of use to both practitioners and academics. The study shares information and knowledge of marketing channels which can be useful, yet, have not been used to their full capacity. Practitioners may benefit from the theory and findings, which show how higher education is adjusting to the technological revolution.

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.

This study qualitatively examines the synergetic relationship between marketing communication, identity formation, and consumer behavior within the context of black and white males of the Millennial Generation. The sample consisted of 20 males between the ages of 18-29; ten self-identified as black and 10 self-identified as white. This project expands the knowledge base of consumption/identity research by incorporating intersectionality into the present body of consumer behavior work. A consumer’s identity project is far more complex than what is represented by current consumer behavior scholarship. Consumers must navigate multiple sites of identification that constantly shift in importance and involvement. To more closely reflect consumers in the flesh, this study incorporated multiple sites of identity projects into the analysis. By taking a more “true-to-life” approach to consumption/identity research, this project unearths new knowledge that is proximate to the lived experience of consumers. Consumer culture theory (CCT), a division of consumer research that moves the discussion of consumption behavior deep into the realm of cultural impact was used as the conceptual focus of this project. Autodriving was utilized to collect data. This form of photo elicitation involves the use of informants taking photos of a particular phenomenon and then “driving” the interview by discussing the photos they have taken. In the context of this study, informants were furnished a disposal camera and asked to photographically document representations of the following: achievement & success, morality, humanitarianism, nationalism, and freedom. Informants were strongly encouraged to also visually document anything that did not fit into the abovementioned categories but represented something they found particularly interesting or offensive. To examine the impact of marketing communication on the informants’ identity projects, print advertisements featuring different configurations of masculinity and manhood were explored. Three key themes emerged from the data. All informants used the marketplace to express values. The concept of identity elasticity was developed to explain the significant difference in identity potentiality between white and black informants. Many white and black informants shared the perception that they live in a post-racial society. However, the experience of a post-racial society was highly divergent based on racial formation. / text

Since early 2010, Facebook.com, the world’s most popular social network site (SNS), has come under a storm of media criticism over the commercial use of its users’ personal information. Yet even as more became known about the fact that Facebook sells publicly shared information to companies for advertising purposes, two years later the SNS amassed one billion members in October 2012. Based on in-depth interviews 30 Millennials (18 to 32-year olds) and 10 Boomers (48 to 58-year olds) that are daily users of Facebook, this dissertation provides a qualitative analysis of attitudes toward privacy and personal information disclosure on Facebook. What steps—if any—are being taken by users to regulate their personal information disclosure? How do users feel about the website selling their personal information to advertisers? What are the benefits of using Facebook and do they outweigh the risks of having one’s information used for commercial purposes? Or is it even seen as a risk at all? What are the sociological implications of users’ answers to these questions? I challenge prevailing conclusions that the intensity of Facebook use is associated with higher levels of social capital and that Facebook is especially useful for maintaining and building bridging ties to one’s acquaintances. On the contrary, among Millennials in my study, the website is used for maintaining bonding ties between close friends and family members, not bridging ties between acquaintances; that the maintaining of bridging social capital is by comparison merely a passive benefit. As well, while the Boomers in my study use Facebook to maintain bridging ties, maintaining social capital is not a consideration. In arriving at this conclusion, I thematically broke out the benefits of using Facebook as Facebook is my life online, Facebook is my primary connection to others, and Facebook is a convenient communication and information tool. As well, the perceived risks of using Facebook involve a lack of privacy and, to a lesser extent, issues of control. For the Millennials and Boomers in my study, the practical benefits of using Facebook outweigh the perceived risks, and the perception of control on the user’s part is a key factor in rationalizing their ongoing use of the website. As a practical application of my findings, I propose how the marketing research industry might apply these findings toward learning more about consumers.