<p dir="ltr">Gen Z public school teachers in Indiana were surveyed concerning their perceptions of power used by their principal and their satisfaction with their principal’s supervision. One hundred and forty-five teachers responded to survey items regarding whether they have worked under one or more principals, the community type (rural, urban, suburban) where they teach, the Rahim Leader Power Inventory (RLPI) to measure perceptions of principal’s use of six different available power bases (coercive, reward, legitimate, information, expert, referent) and the abridged Job Descriptive Index (aJDI) to measure satisfaction. Reward power was the most perceived power base and referent power the least. Two statistically significant findings were revealed. First, the more participants perceived their principal using expert (F(6,138) = 55.12, p < .001) and referent power (t(6) = -5.32, p < .001) bases, the less satisfied with supervision they were. Secondly, Gen Z teachers who had one principal perceived their principal to access more legitimate power than Gen Z teachers who have had more than principal (t(143) = 2.16, p =.032). To effectively influence this influential generation, educational leaders should consider autonomy, personalized growth, tactful integrity, and aligned expectations. Gen Z teachers value trust and transparency, and clashes with traditional leadership methods can lead to dissatisfaction. Meeting their expectations for integrity and authenticity is key to enhancing their satisfaction with supervision.</p>

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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.

This study explored the lived experience of Gen Z adults in a liminal life-stage crisis where the symbolic meaning of health, identity and brands are in transition. Sixteen ethnographic in-home interviews with college students were conducted and analyzed using Geertz's interpretive and Turner's symbolic anthropology. A hermeneutic textual analysis was used to interpret three types of phenomenological data: text, pictures and collages. An "incubation" step was key in the creative interpretation process where the leap from data to abstract themes was made. Environmental circumstances like money, time, resources and social networks change the quality of health, but the fundamental health explanatory system of a young person is a reflection of their family of origin experiences. Women associate health with mental health-independence and empowerment. Men define health as physical health-food and cooking. Skills such as cooking and shopping as well as the consumption of water, cannabis and other complementary products impact health and identity. Three health worldview themes emerged: health as negotiating identity; creating home; and taking responsibility. Implications for branding and public information campaigns to change the health beliefs and practices of young adults are offered. This thesis closes with a reflection on the "research study," the dominant symbol in the practice of research as a way to analyze the fluid role of consumer anthropology in a capitalist system.