The intent of this paper is to understand the lived experiences of higher education students engaging in reverse mentoring. A literature review aims to discover how reverse mentoring is being implemented. Reverse mentoring, framed by social exchange theory and leader-member exchange theory, is a method focused on younger generations teaching technology to older generations, such as current-day Millennials with Baby Boomers. This review examines reverse mentoring practices, analyzes what has worked, and seeks to determine if this learning method has a place in the classroom. Due to the segmented, yet evolving application of reverse mentoring, there is a lack of research in environments like education. There is potential to use reverse mentoring as a vehicle to share knowledge, showcase students' work, demonstrate competencies, improve soft skills, develop lasting relationships, and potentially improve recent graduate new hire retention. As a means to understand the essence of and the lived experiences of students in reverse mentoring, interpretative phenomenological analysis-a qualitative research approach-is used to frame student experiences in the reverse mentoring in an educational context.

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Background: With the emergence of smartphones being a novel and increasingly relevant occurrence, and both the Swedish and Japanese markets being highly prominent in smartphone usage and technological adoption, there exists an avenue of research that compares these two markets. This research examines the consumer value perception of smartphones in millennials, the first digital natives, comparatively between the two markets. Purpose: The purpose of this thesis is to explore the consumer value perception in Swedish and Japanese millennials, to possibly identify any differences between them. This is done in order to create a greater understanding on possible differences in how consumers in these markets perceive value and motivate purchases, which can aid marketing practitioners in creating sufficient value propositions and marketing strategies for these markets. The possible findings of this research can possibly improve upon existing theories and concepts and serve as a foundation for further research. Method: This exploratory research was conducted qualitatively using the data collected from semi-structured interviews with 16 millennials, 8 from Sweden and 8 from Japan, paired with abductive reasoning as well as a thematic analysis approach. Conclusion: The results show that there are a number of differences between consumers in these two markets. Using the Perceived Value Model (Boksberger & Melsen, 2013), as well as the smartphone value perception categories (Andrews et al., 2012), four global themes were identified: Derived Value of Smartphones, Product Quality Assessment, Affects of Satisfaction and Motivation for New Purchases and their underlying categories. Through analysis, the authors identified differences in what value the consumers of both markets derive from smartphones, how the participants view price as a quality indicator, how they derive satisfaction and develop brand loyalty from their purchases as well as what values motivate new purchases.

Research over the past several decades suggests there are persistent political knowledge gaps among electoral cohorts in the United States. Of particular concern to many scholars is a generational gap in political knowledge that appears to be widening. The current generation of young voters has lower levels of political knowledge than any of its cohorts of past generations despite having higher levels of formal education. Although formal education is a significant predictor of political knowledge, the strength of this relationship has declined in recent years. Since the 1950s, overall levels of formal education in the United States have significantly increased, yet there has not been a proportionate increase in overall levels of political knowledge. Some scholars attribute this decline in the relationship between formal education and political knowledge to a preceding decline in the quality of civic education in our primary and secondary schools. Quality civic education is important because it provides young people with civic knowledge—knowledge of how their system of government functions and how they can become effective participants within that system. Civic knowledge is important because it also provides a context for a deep understanding of information disseminated in the media about current political issues. Although voters can learn about political issues by encountering information in various types of media, there is a strong correlation between consumption of text-based news media and levels of political knowledge. Newspaper readership has declined, however, especially for traditional print newspapers, which is at its lowest level since 1945. Digital readership is difficult to assess, but there is some evidence that digital newspaper readership is not nearly enough to account for the decline in readership for traditional print newspapers. Civic background knowledge and interest in reading about political issues can enhance deep-level comprehension of text-based political information. Finding ways to make civic background information interesting for young voters could stimulate their interest in reading about political issues and result in increasing their levels of political knowledge. If the Millennial generation continues to be less knowledgeable than their predecessors, it could erode this cohorts’ ability to effectively represent its interests and could eventually result in a polity in which the “vox populi” is reduced to a mere whisper. This study examined text comprehension and interest within the context of an embodied cognition perspective in which the abstract symbols of language are viewed as fundamentally grounded in our bodily responses to our environment. Emerging media, such as interactive computer simulations and virtual environments, provide a way to ground unfamiliar and complex political text-based information in embodied, experiential contexts that could increase comprehension of abstract concepts. These media often evoke the perception of “being there,” in a virtual space. The sense of “being there,” or virtual spatial presence, creates a degree of spatial uncertainty that can result in an increase in arousal that stimulates interest in the information encountered in the virtual space. A within-subjects experiment was conducted to determine whether providing civic background information in a more embodied media format (i.e., an interactive desktop computer simulation) versus a less embodied format (i.e., an onscreen document) for newspaper articles about Obamacare increased interest in and comprehension of the articles. The data were analyzed with paired t-tests and repeated-measures ANOVA. Other statistical tests were also performed to determine relationships among the variables of text comprehension, virtual spatial presence, situational interest, self-reported core affect, and physiological arousal. The findings indicate that surface-level text comprehension of a newspaper article about Obamacare was significantly higher when civic background information for the article was presented in the more embodied format; however, format did not have a significant effect on deep-level comprehension. The findings also indicate that levels of virtual spatial presence and self-reported core affect were significantly higher when participants read information in the more embodied format. Although the results did not reveal a significant effect of format on situational interest in the information, there was a significant order effect of format on situational interest. This was likely the result of a novelty effect and not specifically a result of the level of embodiment the format provided. Within the more embodied format, significant positive correlations emerged between virtual spatial presence and situational interest and between virtual spatial presence and self-reported core affect (i.e., subjective feelings of arousal and enjoyment); however, a negative correlation emerged between virtual spatial presence and skin conductance level. Significant positive correlations also emerged across format conditions between situational interest and self-reported core affect and between situational interest in civic background information for a newspaper article and situational interest in the article itself. The main predictors of overall text comprehension of the newspaper articles about Obamacare were posttest civic knowledge and situational interest. / Media & Communication

Background - The concept of luxury has undergone significant transformation over time, withMillennials redefining what constitutes luxury in contemporary society. This study explores thephenomenon of brand hate among Millennials towards luxury fashion brands, examining theunderlying causes and implications for the industry. Purpose - This study aims to examine the literature on negative brand relationships, focusingspecifically on the key factors contributing to brand hate. It centers on two primary aspects: the causes that lead to brand hate and the resulting outcomes of these negative sentiments. Design, methodology, approach - The data collection was conducted via a web-based survey,gathering responses from diverse social media platforms and relevant forums. Structuralequation modeling and multigroup analysis was employed for the data analysis. Findings - This study proposes brand hate as a central concept, identifying four key factors thatcontribute to its development: symbolic incongruity, ideological incompatibility, negative pastexperiences, and brand inauthenticity. Additionally, it highlights the outcomes of brand hate,which include negative word of mouth, brand aversion, brand switching, and brand retaliation. Originality - This study contributes to the understanding of negative consumer-brandrelationships by focusing on the key factors that drive feelings of hatred.

This dissertation investigates telework participation within the US federal government, structured through three interconnected articles from a human resource management perspective. It sheds light on the factors critical for the successful implementation of telework including human resource management (HRM) practices, differences among generational cohorts, and the role of line managers. Chapter 1 presents the motivation for this dissertation, theoretical foundations, an overview of telework within the US federal government, and a summary of the three research studies conducted. Chapter 2 introduces the first manuscript, which examines the impact of HRM practices on telework participation among US federal employees using the Ability, Motivation, and Opportunity (AMO) framework. This study analyzes data from the 2015 Federal Employee Viewpoint Survey (FEVS) through multinomial logistic regression. The results highlight that skills enhancement, promotional opportunities, and cooperative work environments significantly correlate with the likelihood of telework participation. Chapter 3, the second manuscript, applies generational cohort theory to investigate differences in telework participation among generational groups. Utilizing multinomial logistic regression analysis on FEVS data from 2013, 2014, and 2015, the study finds varied preferences for telework across Millennials, Generation X, Late Baby Boomers, and Early Baby Boomers. Generation X shows the most likelihood of telework participation compared to Millennials and Baby Boomers, with Early Baby Boomers displaying the least inclination. Chapter 4, the third manuscript, assesses the role of line managers as HRM partners and facilitators in telework participation. Applying Leader Member Exchange (LMX) theory and 2015 FEVS data, the study finds that the quality of relationships between line managers and employees -marked by mutual trust, support, and respect – enhances the likelihood of telework participation. Chapter 5 concludes this dissertation with summaries of research findings, theoretical and practical implications, research limitations, and avenues for future research directions. / Doctor of Philosophy / This dissertation investigates telework challenges within the US federal government, focusing on key factors that contribute to successful telework implementation. It consists of three interconnected studies, each addressing different aspects of telework from a human resource management perspective. The first study examines how human resource management (HRM) practices influence telework participation among federal employees. It found that skills enhancement, fair promotion opportunities, and cooperative work environments significantly increased the likelihood of teleworking. These findings suggest that HRM systems need to be adaptive and supportive through the alignment of practices with telework goals to ensure effective implementation. The second study explores generational differences in telework participation. The research showed that Generation X employees are the most likely to participate in telework, followed by Millennials and Late Baby Boomers, while Early Baby Boomers are the least likely. These findings underscore the importance of tailoring telework policies to the preferences of different generational groups. The third study focuses on the role of line managers in supporting telework. It demonstrated that strong relationships between employees and their supervisors, characterized by mutual trust, support, and respect, significantly enhance telework participation. This highlights the critical role of managerial support in successful telework programs. The dissertation concludes with a summary of research findings, practical implications for managing telework in the federal government, and recommendations for future research. These insights can help public sector organizations develop effective telework programs that meet the diverse needs of their employees.

Christmas is a delightful time of the year for many, evoking a range of emotions as people are influenced by various sensory experiences. In recent years, there has been a significant increase in digitalisation, leading to more online shopping. Therefore, the aim of this research is to investigate how the digitalisation of sensory Christmas marketing influences the impulse buying behaviour of Millennials. Additionally, this study aims to examine how Millennials' purchasing behaviour is impacted by these evolving aspects of sensory marketing. This research will aid companies seeking to market Christmas products online using sensory strategies. Furthermore, a qualitative method was utilised to obtain responses for the primary data collection. By employing semi-structured interviews, responses from 15 different participants from the Millennial generation, born between 1981-1996, could be gathered. These participants are also heavy social media users and have a high enthusiasm for Christmas. Once the primary data was collected, the data was analysed alongside existing literature. In conclusion, the findings of this study indicates that Christmas is difficult to experience in the same way in the online space as a physical space. The study has identified that Millennials can experience sensory cues online using their memories and their imagination, and then this might lead to a Christmas feeling. Different factors contribute to whether Millennials are impacted by digital Christmas, and whether this leads to impulse buying behaviour, such as family situation, online or physical preference, limited edition, attention, and emotional responses. The research has yielded various opportunities and challenges in this area, as well as what can be utilised for further research.

Doctor of Philosophy / Department of Hospitality Management and Dietetics / Elizabeth B. Barrett / The primary purposes of this research were to 1) use the Theory of Planned Behavior (TPB)to assess Millennial generation wine consumers attitudes, perceived behavioral controls, and subjective norms related to purchasing wine in casual dining restaurants (CDR), and 2) use Conjoint Analysis (CA) to analyze Millennials’ preferences for wine information on the restaurant menu. An instrument was designed based on the TPB and CA and was sent online to 216 consumers using the database of a market research firm (e-rewards). Independent variables (attitude, perceived behavioral control, and subjective norms) were analyzed to predict behavioral intentions to purchase wine. Principal component analysis was combined with multiple linear regression to assess intention. Results identified attitudes and subjective norms as being significant in predicting behavioral intention, perceived behavioral controls was partially significant. Millennial’s believe ordering wine with their friends and family in casual dining restaurants will make them feel smart and sophisticated and will increase the enjoyment of food. However, they do not believe wine consumption is appropriate in CDR’s; they had strong perceptions that wine is purchased for special occasions and consumed in fine dining restaurants. Part II of the study employed conjoint analysis to determine Millennials preferences for wine information on the menu. Results indicated that Millennials prefer menus that provide wine/food pairing information, wine flavor descriptors located near food listings and quality wines at an affordable price. Millennials attitudes, subjective norms, and perceived behavioral controls support previous research that this generation is interested in wine and wine is a social experience that increases their enjoyment of food and time spent with their friends and family. Through the use of CA, the present study suggests wine information on the menu is important to this segment of consumers. Additional research should be conducted to understand the stereotypes this generation has about wine consumption in casual dining restaurants. These operators and owners should consider focusing their marketing efforts showing Millennials enjoying wine while celebrating special occasions with their friends and family. In addition, redeveloping menus in their operations to add wine information may increase interest in wine and generate profit.

面臨創新不斷的產業趨勢與組織轉型，日漸成為職場主力的Y世代員工之人力資源需求亦走向複雜。本研究藉由與臺灣六家企業的人力資源主管作深度訪談，探討企業對Y世代員工的特性觀點，以及其就相應特性與資源制訂的人資專案，了解現行措施的關鍵推行與障礙因素，以期作為日後Y世代員工管理之參考。 本研究發現，Y世代員工於科技生活中發展出追求挑戰、工作意義，以及工作與生活平衡的獨特思維，形成了高人才流動率的問題；而Y世代員工措施會因資源與利害關係人之支持而受限，故企業應作工作系統與授權之革新，以利Y世代員工發揮資訊力；另外，人資部若採以適切的溝通與完善的培訓規劃，則能強化組織文化與非財務誘因，達成跨世代對相關措施的共識，以利人資部推行之。 / The facing of industry trends and innovative organization has gradually made the main force of the Generation Y’s workplace human resource needs become increasingly complex. In this study, six human resources managers of Taiwanese enterprises were subjected to in-depth interviews discussing the characteristics of the enterprise viewpoint of Generation Y, as well as their respective characteristics and resources on the development of human resource projects and the understanding of the implementation of existing measures and key obstacles in order for the considerations of future management for Generation Y. The study found that, the development of Generation Y in not only pursuit of scientific and technological challenges of life, but also the meaning of work, thinking and unique work-life balance, all formed a high turnover of personnel issues. Additionally, Generation Y measures was limited by resources and by support for the interested party, so companies should adopt a working system and authorization of innovation for the benefit of Generation Y’s information ability. In addition, if the human resources sector adopts an appropriate communication and comprehensive training plan, it can strengthen organizational culture and non-financial incentives, aiding to reach an intergenerational consensus across generations of related measures to facilitate human resource implementation.

Millennials are estimated to compose half of the workforce by 2020. Many hospitality researchers have studied Millennial employee engagement, but less is known about how to apply strategies that are authentically engaging for Millennials. The purpose of this study was to explore Millennial employee engagement strategies. The research questions for this study were used to examine the engagement strategies of luxury resort leaders and how Millennial employees perceived engagement. A single case study design was used to gather interview, questionnaire, and company document data from employees of a luxury resort in Hawai`i. Kahn's employee engagement theory served as the basis for the conceptual framework. Six non-Millennial department heads participated in semistructured interviews by purposeful sampling and 11 Millennial employees completed an online, anonymous questionnaire. Saldana's 2-cycle coding analysis was used to determine themes based upon the conceptual framework, participant descriptions of engagement, and commonalities among effective strategies. The 3 most significant themes were the importance of (a) interpersonal respect, (b) interpersonal trust, and (c) meaningful relationships. Another worthwhile finding was the difference in perceptions of engagement aspects between Millennials and other generations. To fully engage Millennial employees, luxury resort leaders should focus on thoughtful communication, empathy, and relationship-building strategies. The implications for social change include the potential to foster happy, productive Millennial employees who contribute to the performance of their organizations. When resort leaders increase their skills to build respect, trust, and meaningful relationships, they improve workplace culture for all employees.