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.

Mer och mer konsumentdata blir tillgängligt för marknadsförare vilket öppnar upp för individanpassad marknadsföring (IM) riktad mot konsumenter. Syftet med denna studie har varit att undersöka hur attityden till påverkas av personlig integritet samt hur attityden till IM skiljer sig mellan individer. Genom sju intervjuer med individer från Generation Y som har växt upp i linje med digitaliseringen och har tidigare erfarenhet av individanpassad marknadsföring, samlades information in som senare tolkades och analyserades. Studien påvisar att attityden till IM kan påverkas av personlig integritet på olika sätt, till exempel när individen inte är medveten om att datan har använts. Vidare visar studien att attityden till IM kan skilja sig mellan individer beroende på hur relevant ett meddelande är för mottagaren.

A thesis submitted to the Faculty of Commerce, Law and Management in fulfilment of the requirements for the degree of Doctor of Philosophy (Marketing),University of the Witwatersrand, Johannesburg, 2018 / Generation Y is emerging as an enormous force in the marketplace, with its growing spending power and its members’ unique spending patterns. This research employs the Mehrabian and Russell (1974) S-O-R model to study the impact of experiential marketing on emotions and behavioural intention of Generation Y consumers in the energy drinks category. More than half of the energy drinks market comprises the fickle and disloyal consumption-driven Generation Y consumers. Customers are repeatedly attracted towards a brand based on its sensory experience. Marketing to customers’ taste, smell, touch, sight and sound therefore contributes to creating powerful memories, thereby presenting real opportunities for marketers to develop repeat purchase behaviour. While there are numerous studies investigating the impact of experiential marketing in developed economies such as the USA, the UK, or Australia, there are limited studies on experiential marketing conducted in emerging economies such as Brazil, Russia, India, China and South Africa (BRICS). The study proposes a mediation model where customer emotions are hypothesised as a key mediator in the relationship between experiential marketing and consumer buying behaviour. Following a descriptive research design, self-administered questionnaires were distributed to a stratified random sample of 700 students from four Universities in Gauteng, South Africa, 689 of whom responded. Respondents were asked to answer questions about their perceptions of their favourite energy drink brand. For the hypotheses testing, a structural equation modelling approach was used, using AMOS software. Results confirm that experiential marketing positively influences emotions, which in turn, influences consumers’ behavioural intentions. The results also confirmed that taste was the strongest multisensory experience. The results provide an empirical demonstration of the effects of experiential marketing on emotions and the subsequent impact of emotions on behavioural intentions. The findings of this study reinforce the importance of understanding the impact of customers’ emotions on behavioural intentions while enabling managers to develop an experiential branding strategy. / XL2019

Submitted in full fulfilment of the requirements for the degree of Doctor Of Philosophy (Marketing), 2017 / There is general global acknowledgement that the consumption of wine brands is on the increase. Several studies on the antecedents of purchase intention of imported wine have been conducted, particularly in western countries. A case in point is a recent surge in the purchase of both local and international wine brands in South Africa. However, it is not yet clear what has motivated the purchase intentions of international wine brands in South Africa – hence this study. Informed by the identified research gap and a dearth of literature that has investigated this subject matter – especially in developing countries such as South Africa, the current study sought to examine the predictors of imported wine purchase intention by South Africans. In particular, the study investigates the influence of brand tribalism, brand love, brand credibility and brand preference as predictors of purchase intention. Hence, it is of particular interest to investigate the factors that influence consumers’ purchase intention of imported wine brands, particularly among Generation Y consumers in South Africa. In order to achieve the study’s objectives, eight hypotheses were postulated – informed by the proposed conceptual model. The predictor variable was brand tribalism, while brand love, brand credibility, brand preference acted as mediating variables, and purchase intention as the outcome variable. In order to test the proposed hypotheses, the study used a sample size of 321 respondents between the ages of 18 and 38, and the online questionnaire was administered using Qualtrics software. The data was analysed using SPSS for descriptive statistics and AMOS 24 for the Structural equation modelling approach. The results indicate that three of the hypotheses were supported and significant. More specifically, brand tribalism has a positive significant relationship with brand love and brand preference, while brand credibility has a positive significant relationship with purchase intention. The findings of the present study have significant contributions to theory, context and practice. Firstly, it adds new literature to the existing body of knowledge, particularly on international wine marketing, consumer behaviour and Generation Y. Secondly, it provides more insights on the application of theories such as social identity, consumer culture theory in the context of the wine industry. Finally, the study has practical implications for international wine firms and marketing practitioners. International wine marketing managers can draw insights into the predictors of consumer purchase intention of imported wine brands amongst Generation Y consumers – and subsequently develop strategies that appeal to Generation Y consumers in South Africa / XL2019

Mot bakgrund av de generationsskillnader som finns på arbetsmarknaden var syftet med studien att undersöka hur Generation Y söker arbete som anställd i en kommunal förvaltning i jämförelse med Generation Z. Studien genomfördes som en kvalitativ fallstudie och riktade in sig på en utvald svensk kommun. Semistrukturerade intervjuer användes och ett bekvämlighetsurval (N=14) tillämpades i studien. Respondenterna bestod av fem män och nio kvinnor, födda mellan 2000 och 1982. En tematisk analys genomfördes på det insamlade materialet vilket resulterade i fyra teman (Arbetslivsbalans, En trygg arbetsgivare, Motivationsfaktorer och Kommunens arbetsgivarvarumärke). Studiens resultat visade fler likheter än skillnader. Likheterna var att de två generationerna uppskattade flexibilitet, en trygg arbetsgivare och utvecklingsmöjligheter. Båda generationerna använde sociala medier och LinkedIn vid sökande efter arbete samt var överens om att kommunens rykte måste förbättras. De främsta skillnaderna var Work-Life Balance och lön. En generationsanpassad Employer Branding strategi i kommunen behöver inte bedrivas då resultatet visade fler likheter än skillnader mellan de studerade generationerna.

The term Newsjacking was popularized by David Meerman Scott in his book “The new rules of marketing & PR” (2020). The author describes this practice as a tool for marketers that consists in turning “a breaking news story” into an advertisement (p. 360). One key element to take into consideration with newsjacking is the necessity for this type of commercials to be broadcasted as early as possible. Indeed, breaking news stories are usually not trending for a long time, and thus need to be shared before the trend starts to generate less interest. This is where social media comes in. Scott (2020) explains they are the main playground for most newsjacking advertisements, because of the speed with which they allow marketers to publish content. A major part of social media users is composed of people from the generation Z (Parry, 2021). They were born between 1997 and 2012 and grew up in a world revolving around social media (Dimock, 2019). Yet, despite the large presence on social media of both newsjacking practices and generation Z consumers, there is no research connecting the two of them. This is the gap we seek to study in this research. To address this research gap, we compare generation Z to another one, namely generation Y. To generate a comparison five case studies were done, all of them featuring a different brand and two of their advertisements, one using newsjacking, and the other not. Six people were interviewed, three from generation Z and three from generation Y. The purpose of comparing two generations is to highlight differences in behavior, so that specific preferences in terms of newsjacking advertising can be assigned to generation Z. This research found that generation Z can indeed be targeted with the use of newsjacking. Yet, they have particular preferences that must be taken into consideration. They favor quick-paced social media platforms, and are more sensitive than generation Y about the ethics conveyed in advertising. Hence, the study provides a framework for how marketing professionals can use newsjacking when trying to reach out to generation Z consumers.

The study of impulsive purchase is a facet of consumer behavior that has intrigued the interest of academics for decades. The research primarily focuses on the variables that influence this behavior, indicating the impact of various antecedents. Recent research has shown that age has an impact on customer behavior when it comes to impulse purchases. Furthermore, the results are still few and provide contradictory conclusions. The goal of this study is to close this gap by examining the antecedent elements that affect each person's unique traits, such as extrinsic and extrinsic determinants of impulsiveness, and then comparing post-purchase happiness across generations X and Y. To study the elements that underlie their impulsive buying behavior and the consequences on satisfaction after the purchase, the researchers used largely a qualitative technique, including a questionnaire, interviews, and observation of the phenomena. The findings show that generation X is less prone to impulse purchases than generation Y. In both generations, females were shown to be more prone than males to buy on impulse. The purpose of this study is to contribute to future research because it is critical to further identify the fundamental elements of impulsive purchase and their impact on generations X and Y in order to develop more successful strategies.

The goal of this study was to identify patterns or characteristics unique to online millennial students in higher education from two perspectives: the generational traits for an understanding of millennial students as a cohort, and the Long reactive behavior patterns and traits for an understanding of millennials as individuals. Based on the identified patterns and characteristics of these millennial students, the researcher highlighted instructional and curricular implications for online learning. A profile depicting online millennial students based on the demographic data and their overall satisfaction levels with online learning is provided. For a holistic understanding, the study included an inquiry into measures of independence between overall satisfaction with online learning, reactive behavior patterns and traits among participating millennials, and an account of what millennial students are saying about quality, preferences, and aversions in their online learning experience. Overall, the great majority, especially aggressive dependent and compulsive millennial students were satisfied with their online learning experience. Also, more female millennial students were satisfied with their experience compared to male millennial students. The role of the instructor, course design, and learning matters were the themes most frequently mentioned by millennial students when asked about the quality of online learning. Overwhelmingly, convenience, time management, flexibility, and pace were the aspects these millennial students liked most about their online encounter. On the contrary, lack of interaction, instructor's role, course design, and technology matters were the most frequent themes regarding millennials' dislikes about their online learning experience. Finally, the study includes recommendations for future research.

The use of employer branding has gained popularity since the concept was introduced by Tim Ambler and Simon Barrow in 1996. At first, this consisted of three types of benefits (e.g., functional, economic and psychological) and later Lievens and Highhouse (2003) added two additional benefits: instrumental and symbolic. The concept of employer branding has then been used to attract potential employees, and lately, it has been discussed that the employer brand needs to be adapted to attract and retain Millennials. One way to adapt the employer brand is to review what attributes of an organization is communicated to potential employees. Most research regarding Millennials and employer branding has been conducted in the United States of America (USA) and not in many countries. Because of this, this thesis was conducted with the foundation of previous research that was adapted to and focused on Swedish Millennials. The objective was to find out what attributes is the most important to Swedish Millennials in order to attract and retain them as employees. The result of this thesis was created by first looking at previous research and defining a research problem and a research question. Then, the theoretical framework was conducted, leading to the method chosen to perform this study. Thereafter, the data was gathered and analyzed, leading up to the findings and conclusions that the attributes that are most important concerns the psychological benefits, followed by instrumental benefits and then functional benefits. Furthermore, economic and symbolic benefits are not considered to be as important to Swedish Millennials. / Sedan begreppet employer branding introducerades av Tim Ambler and Simon Barrow år 1996, har dess användning ökat. När begreppet först introducerades bestod det av tre förmåner (funktionella, ekonomiska och psykologiska) och utökades sedan av Lievens and Highhouse (2003) med instrumentella och symboliska förmåner. Sedan dess har employer branding använts för att attrahera eventuella arbetstagare. På senare tid har diskussioner först huruvida ett företags employer brand behöver anpassas för att attrahera och behålla individer som tillhör Generation Y (milleniegenerationen). Ett sätt att anpassa ett företags employer brand är att undersöka vilka attribut en organisation förmedlar till potentiella anställda. Majoriteten av all forskning som har skett kring Generation Y har genomförts i USA och det är svårt att hitta forskning kring ämnet som har utförts i ett annat land. På grund av detta har denna uppsats fokuserat på svenska millennier och undersökt vilka attribut hos ett företag som är viktigast för att ett företags ska bli attraktivt för dem. Resultatet i den här uppsatsen togs fram genom att först att ha tittat på vad tidigare forskning har kommit fram till och vad som har saknat för att hitta ett teoretiskt gap och framställa ett syfte med den här uppsatsen. Sedan sammanställdes relevant forskning som ledde till en passande metod. Detta i sin tur ledde till en datainsamling som analyserades för att hitta vilka attribut som är viktigast för svenska millennier, vilket visade sig vara främst psykologiska följt av instrumentella samt funktionella attribut. De ekonomiska samt symboliska attributen räknas inte vara lika viktiga som de övriga attributen.

Denna uppsats avser att undersöka huruvida kognitiva, instrumentella och altruistiska arbetsvärderingar skiljer sig åt mellan Generation X (de födda mellan 1967–1977) och Generation Y (de födda mellan 1986–1996). Uppsatsen utgår dels från teorin om mänskliga värderingar, dels från teorin om värdeförskjutningar mellan sociala generationer. Forskare som undersökt sambandet har främst använt tvärsnittsdata, något som gör det svårt att säkerställa om den observerade effekten verkligen beror på social generation eller andra faktorer. På grund av denna problematik tillämpar denna uppsats istället time-lag data, vilket innebär att data samlas in vid olika tidsperioder avseende olika individer i samma ålder. Därmed går det med ökad säkerhet att påstå att den eventuella effekten beror på social generation. För att undersöka sambandet har enkätdata insamlats från International Social Survey Programme avseende två olika tidpunkter, år 1997 och år 2015. Datamaterialet från studien år 1997 avser mäta Generation X:s arbetsvärderingar medan data från studien år 2015 avser mäta Generation Y:s arbetsvärderingar. Urvalet består av individer mellan 20 och 30 år bosatta i Sverige vid undersökningstillfället och inkluderar 217 respondenter från 1997 års studie och 98 respondenter från 2015 års studie. Att uppsatsen sker i svensk kontext bidrar till forskningsfältet då majoriteten av tidigare studier främst har genomförts i USA. För att undersöka sambandet mellan värderingar i arbetslivet och Generation X och Generation Y, tillämpas bivariata- samt multipla regressionsanalyser. Resultatet tyder på att Generation X värderar kognitiva aspekter av arbetet i signifikant högre utsträckning än Generation Y. Avseende instrumentella och altruistiska arbetsvärderingar uppvisas inga signifikanta skillnader mellan de två sociala generationerna. Resultatens generaliserbarhet kan anses påverkas av det relativt låga urvalet, vilket gör att slutsatser bör göras varsamt.