Background: Internet and smartphones enable people to purchase online independent of time and place, and this have resulted in that impulsive purchases on the internet have increased. Different generations have been described to be more or less susceptible to impulse buying. Generation Y, the first generation that grew up with technology, have generally been described as impulsive, while Generation X, who were introduced to technology later in life, have been described as more rational. Further, consumers’ impulsive buying behavior has shown to be crucial and common, especially within the fashion industry. Purpose: The purpose was to investigate how Gen Y purchase apparel impulsively online compared to the older Gen X. Also, which one of them that make most apparel purchases online, and which one of them who do most web browsing of apparel. Further, the authors wanted to investigate how four different factors affect the generations’ impulsive buying behavior in the case of apparel online. These were based on an adjustment of the Revised CIFE-model. Method:  This research was conducted through a quantitative method, and seven hypotheses were formulated based on the theory. An online survey was constructed and shared through social media, and the final sample consisted of 709 respondents from both Gen X and Gen Y. These responses were analyzed through SPSS, and the hypotheses were tested by combining questions. Conclusion: The results showed that Gen Y are browsing more apparel online than Gen X, and also that they more often purchase apparel impulsively online. However, Gen X buy more apparel online in general. The findings further showed that Gen Y are more affected than Gen X by external trigger cues, normative evaluation, and internal factors when it comes to impulsive e-purchases of apparel. There was no difference between the generations’ impulse buying tendency. Findings from the open-ended questions showed that Gen X often are affected by advertising, while Gen Y are more affected by influencers. Sales and special offers influenced both generations.

Background Companies realization of the possibility to target specific audiences in an intimate setting through podcasts, has created a significant expansion of the podcast industry during the last decade. This development has created possibilities for independent podcast hosts to earn revenue. Today, investments towards marketing in the medium is projected to continue to grow substantially.   Problem Since podcasts are consumer controlled and categorized as a pull-medium, listeners’ attitudes and preferences are critical for podcast hosts to consider when monetizing their content. The largest audience of podcasts is found within Generation Y, which increases the importance of accounting for these attitudes and preferences, since they are assumed to be a particularly challenging consumer segment to target.   Purpose The purpose of this thesis is to explore the relationships that Generation Y have to hosts in different type of podcast categories. Following, the research aims to investigate how these relationships influence the podcasts’ possible opportunities to maximize their revenue.   Method This qualitative research was conducted through semi-structured interviews with individuals from Generation Y. The empirical data was analyzed according to the conceptual framework developed through existing literature within the field of study.      Result The findings of this research enabled the authors to provide recommendations regarding preferable forms of monetization for the four identified podcast categories. The sponsorship approach was identified as the preferable primary form of monetization for Category 1, 3 and 4. Whereas the Subscription Model was recommended for Category 2. The authors further suggested the most beneficial supplementary forms of monetization for each podcast category as well as general recommendations for all.

Background: Concurrently, as the importance of Employer Branding has increased over the past decades, Swedish banks have reached an all-time low customer satisfaction and suffer from a lack of trust. The latest entrants to the workforce, Generation Y, have shown unique demands and wants from their employer, where they generally value working for a company contributing to society. These factors indicate a future problematic situation where Swedish banks may have difficulties attracting and retaining the most suitable talents from Generation Y.Purpose: The purpose of this study is to explore how companies within the Swedish banking industry work with Employer Branding. In addition, the intent is to examine how actors in the Swedish banking industry adapt their Employer Branding to better meet the needs and wants of Generation Y, in order to attract and retain talents from this age category.Method: A qualitative study with interpretivist philosophy, where four interviews have been conducted with large actors in the Swedish banking industry.Conclusion: Findings show that Swedish banks are aware of the necessity to differentiate themselves as employers and they perceive their efforts to diversify as successful. In addition, communicating the brand accurately through social media is highly important. Further, the empirical data shows some recognition of the different characteristics of Generation Y. However, Swedish banks only adjust their Employer Branding to a limited degree in order to specifically target Generation Y.

Background: It is an essential clothing piece for women, which is proven to enhance the consumers’ perception of themselves, namely a woman everyday bra. There seems to be a lack in recent research on women lingerie especially within the Generation Y. The complex purchase decision for the high-involvement product everyday bra in combination with the characteristics of this generation have a vital impact on their considerations. Purpose: The purpose of this thesis was to describe how Generation Y is considering the perceived influential factors in their purchase decision of the high-involvement product everyday bra. Thereby, an existing theory was extended by two new factors, namely psychosocial and physiological and tested on the Generation Y. To fulfil the purpose of this study, one research question was established. Method: An interpretivism philosophy was used as part of this study, along with an abductive approach. Descriptive research was conducted to analyse the qualitative data collected through 18 semi-structured in-depth interviews. To adequately reach the selected target population, a combination of convenient, judgmental and snowball sampling technique was employed. Conclusion: The empirical findings of this study suggest, that six factors are considered by Generation Y’s purchase decision. A remarkable recognition is given to comfort, followed by a high relevance of aesthetics and the remaining factors. This knowledge is highly relevant for lingerie companies, especially when considering the store layout and supplementary distribution channels such as e-commerce.

Med allt fler individer tillhörande generation Y på arbetsmarknaden så är det centralt för organisationer att få kunskap gällande hur de ska attrahera och motivera dessa individer. Syftet med denna studie är att få en djupare förståelse för vad individer tillhörande generation Y värderar i relation till arbetsrelaterade frågor. Utifrån tidigare forskning definieras arbetsrelaterade frågor utifrån teman som ledarskap, feedback och work-life balance/flexibilitet. För att undersöka detta så genomfördes en kvalitativ studie bestående av semistrukturerade intervjuer med sju individer födda inom åldersspannet för generation Y (1981-2000). Samtliga intervjupersoner är födda och bosatta i Stockholmsområdet och har eller är i slutfasen av en eftergymnasial utbildning. Resultatet visar att de intervjuade ur generation Y är måna om att ständigt utvecklas och ha en god balans mellan arbete och fritid. Detta leder till att de har stora krav på sina chefer gällande att få regelbunden feedback. Generationsbegreppet har kritiserats för att vara komplext och starkt sammankopplat med sociala livshändelser, somliga menar dessutom att det är ålder och erfarenhet som utgör den huvudsakliga skillnaden mellan generationer. Oavsett om generationsskillnader existerar eller inte så är det viktigt att förstå hur unga individer fungerar idag och inom den närmsta framtiden för att organisationer ska kunna attrahera och motivera dessa. Bland studiens intervjupersoner anser dock alla att generationsskillnader i hög grad existerar vilket bland annat uppenbarar sig på olika sätt på deras arbetsplatser. Uppsatsen diskuterar även kring den utmaning som ställs på organisationer vad gäller att hålla generation Y motiverad. Det kan ses som en krävande generation för dagens chefer men både utifrån tidigare forskning och denna studies resultat så tycks generationen bestå av individer med högt arbetsengagemang.

Abstract Title: What motivates Swedish Millennials’ choices when buying wine?  Level: Bachelor thesis in Business Administration, final assignment.  Authors: Richard Tarschis and Dag Ehlin  Supervisor: Jonas Kågström  Date: 2018 – January  Aim: The purpose of this work is to analyze which driving forces affect the Swedish Millennials’ choices in the purchasing process of wine.  Method: We used a quantitative research method in the form of a web-based survey that was sent out via Facebook and email with a total of 254 respondents. These data were then analyzed in the SPSS statistical software through cluster analysis, factor analysis and correlation analysis. The selection was aimed at Swedish men and women from Generation Y.  Results & Conclusion: The results showed that the two most important driving forces were the emotional aspect as well as Word of Mouth. We also found that hedonism is a driving force for buying wine in general rather than for buying a specific wine.  Contribution of the thesis: The study contributes to an understanding of what driving forces are the basis for purchasing decisions of a particular wine for the younger part of Swedish Generation Y. For marketers, this means knowledge about which marketing strategies they should use to reach the target group in question.  Suggestions for future research: Future research should focus on replicating the study with a representative sample, a selection that is evenly distributed between all ages of the generation. It would also be interesting to replicate the study in neighboring countries such as Norway and Finland.  Key Words: Consumer behavior, motivational factors, purchasing process, wine consumption, Millennials, Sweden.

O objetivo da pesquisa é avaliar a contribuição das ferramentas de redes sociais da Web na melhoria da comunicação e da qualidade dos serviços e produtos das bibliotecas universitárias. A pesquisa é de caráter exploratório com abordagem quantitativa e qualitativa, por meio da aplicação de questionário às bibliotecas da UNESP, UNICAMP e USP e de entrevista a uma amostra de bibliotecas dessas instituições. Os resultados revelam que as bibliotecas estão, ainda, em um estágio de experimentação com relação à utilização das redes sociais. Verifica-se que as ferramentas possibilitam novas formas de comunicação e de divulgação de informações, serviços e produtos para as bibliotecas, bem como de capacitação para seus usuários, o que resulta em inovações e agrega valor aos processos já existentes. Ao mesmo tempo, entende-se que as redes sociais não se caracterizam apenas como espaços de comunicação e divulgação, mas também de participação, colaboração e interação algo ainda, pouco explorado pelas bibliotecas consultadas. Apesar disso, acredita-se que as redes sociais podem contribuir na melhoria da comunicação e da qualidade dos serviços e produtos bibliotecários. / The objective of this research is to evaluate the contribution of social networking sites of the Web in improving communication and the quality of services and products offered in academic libraries. This is an exploratory research with quantitative and qualitative approaches. We have submitted questionnaires to the libraries of UNESP (São Paulo State University), UNICAMP (University of Campinas) and USP (University of São Paulo) and conducted interviews with a sample of libraries of these institutions. The results show that the libraries are still experimenting with the use of social networks. We have observed that the tools provide new forms of communication and dissemination of information, services and products for libraries, as well as build capacity for the users. This results in innovations and adds value to the existing processes. At the same time, we have understood that the social networks are not characterized only as spaces for communication and the dissemination of information, but also of participation, collaboration and interaction, all of which are still little explored by these libraries. In spite of this, we believe that social networks can contribute to the improvement of communication and the quality of services and products offered by libraries

As organizations become more age diverse, some business leaders face challenges managing a multigenerational workforce. The purpose of this single case study was to explore strategies that leaders at a university in Northwest Florida implemented to retain their age-diverse workforce. The targeted population was higher education business managers who had success with retaining an age-diverse staff. The conceptual framework of the study was Herzberg's 2-factor theory of motivation. A significant tenet of this theory is that employees explain satisfying and dissatisfying experiences based on intrinsic and extrinsic factors related to their job functions. The data collection process included face-to-face interviews with 4 participants and a review of company documents, including the university's strategic plan and diversity and inclusion initiatives. Through coding and thematic analysis, 7 themes emerged that could help leaders retain a multigenerational workforce: foster a diversity-friendly workplace culture, implement effective interpersonal communication strategies, employ a formal approach, encourage a healthy work-life balance, value employees and their differences, offer professional growth opportunities, and eliminate negative generational stereotyping. Developing and cultivating retention strategies may contribute to social change by helping managers and leaders enrich retention rates, thereby increasing employment stability, improving productivity, and enhancing organizational and community relations.

This research investigates generational differences in Australian workers. In particular it focuses on changing trends and influences in the workplace and how different generations view and deal with these changes. The study focuses on Baby Boomers (born 1945-1963), Generation X (born 1964-1977) and Generation Y (born 1978 - 1994) across four industry sectors: Corporate, Education, Government and Not for Profit. The Australian workforce currently consists of four generations - all having distinct characteristics, working styles, needs and expectations. These differences pose challenges and opportunities to workforce management. The first step in managing the generations and their differences is to identify where the differences lie and to understand how best to cope with and exploit these differences. This research, in taking a generational cohort perspective towards analysing the modern workplace, seeks to explore how the different generations view the trends and influences that impact their work; and their attitudes towards technology, communication, work/life balance, organisational loyalty, attraction, engagement and retention. The study uses a multi-phase qualitative approach and includes in-depth interviews with a range of Australian industry experts; discussion groups held with Gen Ys, Gen Xers and Baby Boomer employees, in four organisations across four industry sectors; and in-depth interviews with senior executives in the same four organisations. This research will have significance to all organisations especially those that employ workers from across the generations and who are managing a multigenerational workforce. The findings will have practical application to organisational policy development in areas such as, work/life balance, attraction, engagement and retention of employees, reward and recognition systems, technology in the workplace and training and development. The study adds to the body of knowledge in workforce management, and in particular to the emerging body of knowledge on generational cohort analysis of the workplace in the Australian context. The study found significant generational differences that when harnessed and managed effectively, can contribute to the output and performance of the organisation as a whole.

Whole document restricted, see Access Instructions file below for details of how to access the print copy. / Generations X and Y have been described as constituting a ‘black hole’ in congregational life. The literature emphasises that generations X and Y are interested in spirituality but not institutional religion. There is now a substantial body of literature arguing that generations X and Y find churches ‘irrelevant’, ‘absent of God’, ‘too rigid’, and ‘laughably out of touch’ with their lives. This thesis argues that generational accounts of religion often fail to make an important distinction between the churched and unchurched in relation to generational distinctiveness. This is a distinction often drawn by sociologists of religion, pointing to two quite different cultures, one communally orientated towards faith communities and the other orientated towards personal freedom and a privatised spiritual quest. Generations X and Y in this thesis refer to a generational unit who share a particular type of faith: owned and embedded within a church community. Employing a methodological approach of in-depth religious life story interviews this thesis is a sociological investigation into the way Christian faith journeys of GenX and GenY are embedded within New Zealand church communities. It is argued that their faith does not make sense outside of this embeddedness. Embedded faith provides a framework for making sense of the participants’ religious biographies. Embedded faith is contrasted to a more privatised understanding of faith and religion popular within sociology of religion. The active dimension of embedded faith is demonstrated through an exploration of modes of engagement with worship and preaching. This thesis builds upon qualitative studies that continue to demonstrate the salience of the collective act of religious involvement and social belonging. One of the challenges of embedded faith however, is finding a church to embed it within. This thesis provides understanding and insight into the relationship between embedded faith and church switching. It explores the way that church switching is an intentional act of disembedding and re-embedding faith and the reasons for this practice.