El comercio electrónico ha ido evolucionando alrededor del mundo, cambiando el entorno comercial de las tiendas tradicionales. La competencia ya no se limita a los servicios que brinda una tienda física, sino que se ha vuelto necesario incursionar en el mundo digital. Asimismo, los productos comestibles en línea están en la categoría con mayor evolución en el mundo. Sin embargo, en Perú no se la ha logrado explotar debido al poco estudio de los factores que influyen en la decisión de compra. Partiendo de esta realidad, la presente investigación busca determinar qué factores externos en el comportamiento del consumidor influyen en la decisión de compra de productos comestibles en supermercados en línea. Para ello, se revisó bibliografía sobre la venta de alimentos en supermercados en línea y sobre los factores del comportamiento del consumidor. Además, se obtuvo información cualitativa mediante entrevistas a expertos y tres focus groups, para conocer la percepción acerca de este canal de comercialización. Respecto al análisis cuantitativo, se realizó encuestas con el objetivo de conocer qué factores en el comportamiento del consumidor influyen en la decisión de una compra de productos comestibles en supermercados en línea. Finalmente, se identifican características de la mujer moderna, entre las edades de 26 a 35 años, de la generación Millennial, de los niveles socioeconómicos B y C de Lima Metropolitana. Asimismo, como resultado del análisis, se presentan las conclusiones y recomendaciones en relación a la influencia de los factores externos en la decisión de compra de productos comestibles en un supermercado en línea. / In recent years, e commerce progress has evolved around the world, changing the commercial environment of traditional stores. The competition is no longer limited to the services provided by a physical store but it is necessary to enter the digital world. In that sense, the online food products sector is the category with the greatest evolution in the world. However, in Peru this sector has not been exploited due to the little study of external factors that influence in the purchase decision. Based on this, the present investigation seeks to determine which external factors of consumer behavior influence the decision to buy grocery products in online supermarkets. Therefore, bibliography was reviewed based on the sale of food in online supermarkets and based on the factors of consumer behavior. In addition, qualitative information was obtained through interviews with experts and three focus groups, this to know the perception about this commercialization channel. Regarding the quantitative analysis, surveys were carried out as planned in order to know the factors of consumer behavior that influence the decision to purchase grocery products in online supermarkets. Finally, characteristics of modern women are identified, between the ages of 26 to 35 years, of the Millennial generation of the NSE B and C of Metropolitan Lima. Likewise, as a result of the analysis, the conclusions and recommendations are presented in relation to the influence of external factors in the decision to buy grocery products in an online supermarket. / Tesis

Since the COVID-19 outbreak, countless studies have been conducted about the pandemic regarding people's physical and mental health, but there is a significant gap on the persistent effects on consumer behaviour. Hence, this thesis aimed to investigate if there is a relationship between the social constraints as a consequence of the COVID-19 pandemic and the potential increased engagement of post-purchase behaviour. The research focused exclusively on Swedish female millennials who are active social media users.    The research used a deductive approach by formulating hypotheses based on already existing theories. The explanatory design was used when aiming to investigate a causal relationship between two variables, i.e., prior to the pandemic compared to today. Further, a quantitative strategy was used by collecting primary data through a questionnaire, which thereafter was analysed through SPSS, using the paired sample t-test. To target the desired sample a convenience sampling method was used which collected a total of 226 respondents, with 197 valid participants. The sample was collected through several Facebook groups, combined with the utilizing of the authors own social media channels. Since this study aimed to measure engagement, the key concepts were converted in the survey questions to more specific terms, by a modified existing scale. Indicators were established to be able to measure the engagement under controlled conditions.   Furthermore, the results from the statistical tests resulted in a p-value to confirm or reject the null hypothesis, followed by a correlation coefficient value to determine the strength of the relationship. The empirical findings combined indicated significant evidence that because of the social constraints since the COVID-19 outbreak, there has been an increased engagement in the post-purchase behaviour on social media for Swedish female millennials. This was confirmed through a p-value of 0.000 in the t-tests for all seven hypotheses. Furthermore, all tests show correlation values between 0.449 and 0.617, which means that all the existing relationships are positive.    This means that during the period when COVID-19 has been an active societal problem with all its effects, the new living conditions have entailed an increased involvement in post-purchase behaviour on social media for Swedish female millennials. If corporations take these changed behaviours in consideration and adapt the marketing strategy accordingly, it  can contribute to increased sales as the credibility of the brand gets strengthened through the transparency that the customer base values.

Abstract Background: Social media is becoming more prominent each day. Platforms such as TikTok and Instagram are amongst the top six social media platforms used by Generation Z and Millennials (Dixon, 2023; Ceci, 2023). From a business perspective, it entails that these platforms, as well as social media as a whole, are essential for attracting users’ attention when promoting a product or service. These platforms have changed how people communicate, share information, and behave as consumers. Understanding the factors that affect behaviors on social media platforms is crucial given the growth of niche dating apps that target the Muslim community, such as Muzz. This study intends to examine how TikTok and Instagram advertisements affect how viewers perceive Muzz, its features, expected advantages, and the probability of individuals using the app. Purpose: The purpose of this study is to investigate the influence of social media on behaviors towards dating app. This is specified towards Generation Z and Millennials. Ultimately, this study aims to find how this target audience interacts with advertisements and what factors affect their behavior. The findings from this paper can be useful to marketing departments of various companies within the dating app industry as they can begin to improve their marketing strategy to appeal to a new and larger target audience.   Method: The findings from this thesis was conducted through qualitative research including interviews of 10 participants with ages between 19-30 years old. The analysis of these findings was done through a thematic analysis approaching grouping the findings in themes and similarities. Conclusion: The findings and analysis from this report indicate that social media and advertisements presented on social media significantly influence the behaviors of Generation Z and Millennials towards dating apps, specifically Muzz app. The way in which social media has an influence is in relation to three theories/models: Advertising Effectiveness, Consumer Behavior Models and Uses and Gratification Theory. Each of the said models and theories aid in the analysis of how behaviors shift depending on social media presence.

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This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. The findings indicate that dark posts are generally perceived as undisclosed advertisements, negatively impacting message trustworthiness and source credibility. Lack of authenticity and transparency from the social media influencer (SMI) and the brand were identified as key factors contributing to this perception. On the contrary, factors positively influencing consumers’ trust in dark posts included familiarity with the SMI, the brand, or the product, simple sponsorship disclosure, permanent content showcasing the product on the SMI’s feed, and authenticity in the influencer’s tone of voice and wording. The study contributes to the existing literature on influencer marketing and emphasises the importance for brands to find a balance between effective marketing strategies and consumer trust, particularly in the context of influencer whitelisting. Brands should consider factors of familiarity, authenticity, and transparency to impact source credibility in influencer whitelisting campaigns positively. / I den här artikeln undersöks hur dark posts uppfattas i influencer whitelisting (IWL) och hur de påverkar konsumenternas förtroende jämfört med andra former av sponsrat innehåll på sociala medier. Studien använde en blandad metod med en enkät med öppna frågor för att samla in data från deltagare i olika generationskohorter - Gen- Z, Millennials och Gen-X. Resultaten visar att mörka inlägg i allmänhet uppfattas som hemlig reklam, vilket har en negativ inverkan på budskapets trovärdighet och källans trovärdighet. Brist på autenticitet och transparens från influencern (SMI) och varumärket identifierades som nyckelfaktorer som bidrar till denna uppfattning. De faktorer som däremot hade en positiv inverkan på konsumenternas förtroende för dark posts var kännedom om SMI, varumärket eller produkten, enkel information om sponsring, permanent innehåll som visar produkten i SMI:s flöde samt autenticitet i influencerns tonläge och ordval. Studien bidrar till den befintliga litteraturen om influencer-marknadsföring och betonar vikten av att varumärken hittar en balans mellan effektiva marknadsföringsstrategier och konsumenternas förtroende, särskilt i samband med vitlistning av influencers. Varumärken bör ta hänsyn till faktorer som förtrogenhet, autenticitet och transparens för att påverka källans trovärdighet positivt i vitlistningskampanjer för influencers.

The values and ethical aspects of CSR has received a large number of researcher attentionover the last decade and this study is focused on value of CSR in the context of bothSweden and Egypt. Results of this Quantitative research indicated that customers attentionand purchase decisions are motivated by CSR activities by corporations if people aware ofthe importance of CSR value.Customers are frequently mentioned as the key stakeholder group, that appears to beconcerned about a company's corporate social responsibility (CSR) efforts. Also, thesubject frequently requires a balancing act between multiple stakeholder interests. Themain goal of this thesis research is to gain a better knowledge of the importance of CSRand customer perceptions in two countries: Sweden and Egypt. Furthermore, this researchsatisfies the need to understand the value of CSR in retailing supermarkets. The study wasconducted with the Swedish customers as the main country of the study and Egyptiancustomers as one of the largest eastern countries in the Middle East, the home country forone of the thesis authors too. The current literature on CSR in retailing supermarkets isstill in its infancy, allowing us to identify a research gap. Similar studies did not pay muchattention to the concept of CSR in the supermarket sector, or even the value of CSR in adeveloping country like Egypt. This study used a quantitative method to discover howcustomers in Sweden and Egypt value corporate social responsibility (CSR) in thesupermarket sector.We questioned customers in both countries (Sweden and Egypt) for the quantitativeportion of our study. We received 238 responses through our survey questions tounderstand what inspires them and what might influence their opinions about CSRinitiatives in supermarkets. Furthermore, we used the SPSS method tool to analyzewhether CSR efforts in supermarkets have a beneficial impact on customer perceptions ofCSR activities or not. Our findings suggest that CSR activities in supermarkets might be abeneficial strategy for enhancing customers' incentive to engage in green environmentalactions, such as Eco-friendliness, and hence can lead to better practices from customersthemselves in the future.

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5 ABSTRACT The current labor market is characterized by emerging new generation of workers, especially from generation Y, whose expectations and demands are increasing in proportion to the growing economy and the associated wage or salary, options of career development, and especially the topic of meaningfulness. The aim of the thesis will be to describe the current changes in the labor market with a focus on trends in the recruitment and selection of workers - representatives of the Y generation. The current situation in the Czech labor market will be described together with characteristics of different generations which are active in the market. Also trends like personnel management, usage of social network in recruitment and employer brand building will be presented. The quantitative empirical survey will focus on analyzing the methods of recruiting and selecting generation Y members in an international brewing company. The data will be collected electronically via a questionnaire. The research sample will contain approximately 150 respondents of different nationalities with different working positions in Anheuser-Busch InBev Czech. Key words: generation Y, millennials, work-life balance, labor market, alternative employment, motivation, personnel activities, personal marketing, employer branding, social...

Submitted by Anderson do Nascimento Ricci (anderson.ricci@fgv.br) on 2018-08-01T19:49:52Z No. of bitstreams: 1 Dissertação completa.pdf: 2599879 bytes, checksum: 5070d266fa2935b7500eb453201f626a (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-08-02T17:39:33Z (GMT) No. of bitstreams: 1 Dissertação completa.pdf: 2599879 bytes, checksum: 5070d266fa2935b7500eb453201f626a (MD5) / Made available in DSpace on 2018-08-06T18:02:35Z (GMT). No. of bitstreams: 1 Dissertação completa.pdf: 2599879 bytes, checksum: 5070d266fa2935b7500eb453201f626a (MD5) Previous issue date: 2018-06-22 / Purpose – In the human quest for meaning, work occupies a central position. Most adults spend the majority of their waking hours at work, which often serves as a primary source of purpose and meaning. As the firm’s workforce constitutes an important source of its success, both scholars and practitioners are paying increasing attention to the recent field of meaning and purpose at work. In the field of the study of Organizational Behaviour, this dissertation focuses on examining the work orientation of Millennials (money, status or purpose). Moreover, it also explores how the four potential drivers (Sense of belongingness, Sense of unity with others, Personal growth and Sense of impact) affect Meaningful work within the generation of Millennials. Design/methodology/approach –158 full-time employed Millennials are studied. The data is collected via an online survey. Findings – The analysis finds (1) Millennials are in the pursuit of purpose at work (2) Millennials value purpose over status and money (3) only sense of belongingness, personal growth and sense of impact affect meaningful work (4) sense of unity with others did not impact meaningful work of Millennials. Finally, (5) Sense of impact is the most influential driver. Research limitations – Due to the lack of mature measurements of sense of purpose and meaning at work, future research, need to develop better-designed and conceptually stronger measures of meaningful work. Millennials in developing countries should also be studied as it could improve the theoretical and practical implications derived from the research. Moreover, there are aspects, which remain to be answered, for example, how this model works for different contexts, such as industries, organisational cultures, and how it evolves through different life moments. Practical implications – The findings emphasise the importance of understanding the work orientation of Millennials as well as the drivers that increase the meaning and purpose at work. It will help managers to develop greater purpose at work by changing the way business practices are approached with a win-win situation. Employees will bring their full set of values and strengths to work and, in turn, the organisation will support the employee in using those values and strengths in service of its mission. Originality – Up to now, no study has focused on studying the drivers of Meaningful work among the Millennials generation. On top of that, some people see work in their lives as solely a source of income or status. Others are oriented to see work as primarily about purpose – personal fulfilment and helping other people. The relatively sparse empirical research published on the Millennials characteristics is confusing and contradictory, and thus, there has been an inconclusive debate about their work orientation. / Objetivo – Na procura humana pelo significado, o trabalho ocupa uma posição central. A maioria dos adultos passa a maior parte das suas horas acordados no seu trabalho, o que deveria tornar o trabalho como uma fonte primária de propósito e significado. No campo do estudo do Comportamento Organizacional, esta dissertação enfoca o exame da orientação do trabalho dos Millennials (dinheiro, status ou propósito). Além disso, também explora como os quatro impulsores potenciais (Senso de pertencer, Sentido de unidade com os outros, Crescimento pessoal e Senso de impacto) afetam o trabalho significativo dentro da geração de Millennials. Metodologia – 158 millennials empregados em período integral foram estudados. Os dados foram recolhidos através de um questionário online. Resultados – A análise concluí que (1) os Millennials procuram um propósito e um sentido no trabalho (2) Millennials sobrevalorizam o propósito e o sentido do trabalho sobre o status e dinheiro (3) apenas o sentimento de pertença, crescimento pessoal e o sentimento de diferença e impacto afetam o trabalho significativamente (4) o sentimento de unidade para com terceiros parece não impactar o trabalho significativo dos Millennials. Finalmente, (5) o sentimento de diferença e impacto (gerar uma diferença no trabalho) é a motivação mais influente no trabalho. Limitações – Devido à falta de medidas sólidas em relação ao sentimento de propósito e significado no trabalho, uma futura pesquisa poderá ser desenvolvida de forma a criar medidas que projetam melhor o trabalho significativo de forma mais estruturada. Seria também interessante estudar a geração dos Millennials nos países em desenvolvimento, pois poderá complementar as resoluções e implicações teóricas e práticas da análise. Por fim, existem aspetos que ainda procuram resposta, por exemplo, o funcionamento do modelo em contextos diversificados, como indústrias, culturas organizacionais, bem como a análise da evolução do conceito ao longo do tempo. Aplicabilidade do trabalho – Os resultados revelam a importância de entender melhor a orientação para o trabalho desta nova geração - Millennials - bem como os fatores que aumentam o seu significado e o seu propósito no trabalho. Adicionalmente, esta dissertação servirá como complemento e uma ajuda adicional para os gerentes das empresas atingirem um propósito maior no trabalho para os seus colaboradores, mudando a forma como as práticas de negócios são abordadas, de modo a gerar uma situação beneficial para ambas as partes. Por outras palavras, os funcionários veram reunidos um conjunto completo de valores e motivações para trabalhar, onde por sua vez, a organização servirá como apoio na melhor aplicação desses valores e motivações, de modo a atingir os objetivos e ambições das duas partes. Originalidade – No entanto, até ao momento, nenhum estudo se focou em analisar as forças por detrás do trabalho significativo da geração dos Millennials. Dado isto, é importante mencionar que algumas pessoas veem o trabalho como um meio de sustento ou um mero status. Outros são levados a identificar o trabalho como um propósito primordial - realização pessoal e ajuda a terceiros. A pesquisa empírica existente é relativamente escassa em relação aos Millennials e às suas características, sendo que muitas vezes é confusa e contraditória. Consequentemente, esta discórdia gera um debate inconclusivo sobre o tópico do trabalho.