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.

Today, social media is used not only for communication and entertainment, but also as one of the most important platforms for receiving news. A lot of young adults take part in news through social media and in many cases social media is the only source for socially important information. The new role as a news provider, which social media has adopted, is examined from an audience perspective with a focus on habits and opinions. This study examined the digital news habits of Generation Z. The study is based on two research questions: one about how Generation Z take part in news via social media and one about how they are critical of the source. The study had a quantitative approach with additional qualitative elements and implemented a web survey as a method. The web survey combined open questions, multiple-choice questions and one-answer questions, the combination gave us both a broad overview with numbers to measure, but also qualitative and deeper answers that the respondent themself had formulated. There were three theories applied to the study, the theories are electronic Word of Mouth (eWOM), Uses and Gratification theory and Social Network theory. These theories provided the basis for the design of the web survey and were implemented in the analysis and discussion of the study result.  The result of the study showed that all respondents receive news via social media daily, but that receiving news is usually not an active choice. News finds the audience without them looking for it, this is mostly due to algorithms and social networks. A lot of the respondents answered that they do not trust news that are published on social media, nevertheless they continue to take part in news via social media. The result also showed that the respondents believe that a lack of source criticism is one of the biggest disadvantages of news on social media.

The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. A more sustainable way of consumption is required, and one way is to shop for pre-owned and pre-used clothes. The demand for second-hand goods rapidly increases and the market is expected to continue to grow the next coming years. Internet has opened up for a new marketplace and the number of Peer-to-Peer (P2P) platforms increases and become more and more popular to buy and sell second-hand through. Generation Z are the young consumers that were born with technology, and this has led to a change in young people’s behavior, and attitudes and lifestyle which need to be perceived differently from previous generations. However, there is still a lack of research regarding Gen Z as consumers and no previous research has focused on their behavior when it comes to Online Second-hand Shopping Clothes (OSSC) using digital P2P platforms. Hence, this led us to our research question “What are the motives for Generation Z to shop second-hand clothes on digital P2P platforms?”. The aim is to give important insights to managers who are developing marketing strategies in the environment of OSSC, through exploring motivations and dimensions that could impact the behavior of this amongst Gen Z. We also want to give insights of OSSC through not only incorporating theories on shopping motivations, but also include Impulsive Buying Tendency and Perceived Risk. Based on theories of motivations towards Second-Hand shopping such as economical, ideological, fashionability, convenience, ethical and theories of Impulse Buying Tendency and Perceived Risk we constructed a conceptual framework with several hypotheses. To answer our research question and achieve our research purpose we conducted a deductive quantitative study where we through a web survey targeted people born in Gen Z who had experience of OSSC. The findings revealed that as a motive in our baseline regression analysis, ideological and convenience was significant. In our analysis on bivariate correlation, convenience and ethical motives was significant. In the multiple regression with multiple-items measures, convenience was the only significant motivation. Perceived Risk was only significant in our alternative model where it would affect the consumers perception of monetary spending on OSSC. We found no support that fashionability and impulse buying traits are motives for OSSC. Economical motives were not found to be significant as a motivation, but it can be considered a hygiene factor for OSSC. In conclusion, the findings reveal that all motives are important in different aspects, but convenience and ethical motives are strongly supported to be important drivers towards OSSC amongst Gen Z.

Background: Remote work has in recent years been adapted by many organizations and are described to challenge the traditional managerial role. Simultaneously, generation Z are taking an increasingly large part of the labor market and bring new behaviors to organizations and managers. The combination of a remote working environment with a new generation workforce implies for a changing management situation, something a manager needs to consider. However, there is insufficient research that puts these aspects in relation to each other and recognize this changing management situation. Moreover, this thesis has a focus on motivation and loyalty due to the recognition of potential challenges for a manager within these areas.  Purpose: The practical situation generated by generation Z and remote work is not sufficiently dealt with in literature. It has failed to provide knowledge concerning how managers in a remote working environment manage their generation Z employees. The purpose of this thesis is therefore to increase the understanding of the changing management situation that is created by generation Z that works remotely.  Method: A qualitative research design has been applied to fulfill the purpose of this thesis and has been guided by an abductive approach. 12 semi-structured interviews were conducted and a thematic analysis has been utilized to interpret and analyze the empirical material. Conclusion: This thesis found four main challenges that can arise in this changing management situation which are interaction with the employees, creating and maintaining relationships, stimulating individualism and personal development, but also to convey the feeling of being significant and balancing freedom with oversight. It also presents practices managers can use to face these challenges which are to find suitable ways to interact, prioritize social activities and strengthen connection to the company brand, nurture personal growth, providing recognition and autonomy. Additionally, the changing management situation is complex where several different parts are intertwined and affect each other. It was also found that as a manager, leadership qualities with a transformational leadership style is to be preferred when approaching this changing management situation.

Genom dagens digitalisering har den traditionella marknadsföringen utvecklats till en mer individanpassad marknadsföring, där företag i större utsträckning riktar sig till konsumenter på individnivå. Detta för att kunna nå konsumenten på ett personligt plan och därmed skapa annonser anpassade utefter den enskilda individen. Detta sker genom att data kring konsumentens beteenden och preferenser samlas in via cookies och röstassistenter. Med dessa möjligheter till informationsinsamling medförs även risker och utmaningar i säkerheten, i form av integritetsintrång. Syftet med uppsatsen är att undersöka hur denna marknadsföringsmetod påverkar två generationsgrupper, generation X och generation Z. Studien utgick från en abduktiv ansats och har genomförts med en kvalitativ forskningsmetod. Det empiriska materialet samlades in via tre fokusgrupper med totalt 16 medverkande individer. Resultatet som framkom av undersökningen var att attityderna till individanpassad marknadsföring skiljer sig åt beroende på generationstillhörighet. Generation X visade sig ha en skeptisk attityd kring individanpassade annonser, medan generation Z som är infödda i den digitala världen ser det mer fördelaktigt. Vad gäller generationernas personliga integritet visade resultatet att mängden kunskap kring ämnet är av betydelse för att kunna avgöra huruvida den personliga integriteten påverkas eller inte. Studiens resultat påverkades till viss del av konformitet då somliga respondenter ändrade åsikt utefter vad majoriteten i gruppen ansåg. Avslutningsvis visade resultatet att samtliga respondenter var överens om att avlyssning via röstassistenter frambringar en obehagskänsla, därmed anses rösten mer integritetskänslig.

This study includes an analysis and an understanding of the issue in the subject area of young adults in Sweden, TikTok, consumption and organic marketing. The purpose of the study is to examine how organic marketing on TikTok can influence young adults’ consumption, specifically of beauty products. By conducting research on the subject, we aim to contribute new insights regarding the impact that TikTok has on the consumption patterns of young Swedes when it comes to beauty products in Sweden. To enable this analysis, empirical qualitative data was collected, which was later analyzed using theories by, for example, Kotler et al. (2019), Denscombe (2021) and Fejes (2019). Data has been collected through interviews with young Swedish TikTok users and employees at two well-known beauty stores in Sweden. One key result that has emerged from this study is that young Swedes who use TikTok are significantly influenced by the content presented on this media platform. The results also show that TikTok users exhibit a higher tendency to resort to the consumption of beauty products to follow trends, join a community, and strive for similar appearances as the creators in the video clips. Therefore, the conclusion states that young Swedish TikTok users are influenced by consumption and different purchasing behaviors through organically marketed beauty videos, especially if the content of the video clips is engaging and informative. This is because these videos often inspire and create a desire for TikTok users to consume.

The largest generation on earth, Generation Z, holds substantial market power. They were born onto a planet that is overheating, in a society characterized by high growth and technological advancements at an accelerated speed, and are inheriting substantial sustainability, socio-economic, and climate change challenges. Given this, they are aware of the importance of incorporating sustainability into their purchasing decisions. Since the contemporary topic of sustainable decision-making of Gen Z is still in its nascent stage, this research further investigates the process an individual goes through when deciding what aspects guide them in decisions as well as what could possibly hinder Gen Z to turn sustainable purchasing intentions into behavior. Data was collected through semi-structured interviews with individuals of Europe’s Gen Z cohort and subsequently processed using thematic analysis. Based on the EBM customer decision model, the information integration theory, and the green intention-behavior gap model, three categories focusing on rational, value-based, and intentional themes were derived. Results show that Gen Z goes through a complex decision process which is based on their strongly held values. Their intention to act sustainably is prevalent throughout the process, where they often combat internalized consumerism, search for authentic and honest information, rely on family, friends, their sustainability education and knowledge, their favorite brands, and are skeptical about claims made by companies. Even if individuals desire to purchase sustainably all the time, price, availability and accessibility, missing aesthetics as well as skepticism and the lack of transparency and regulations in terms of sustainability terminology hinders them to turn intentions into actions.

This thesis explores the conditions for perception of a person-organisation (P-O) fit between Generation Z (Gen Z) and employers in a talent acquisition context. The study is based on the presumption that the perception the candidate gets of the employer is based on the employer’s brand and vice versa. To explore these two actors' brands, personal- as well as organisational attributes identified in a literature review were used and a mixed method was adopted. The employer brand of six audit and accounting services firms and what they value in a future employee was explored through semi structured interviews. Furthermore, the personal brand of Gen Z business students and graduates and what they value in a future employer was explored through a questionnaire with 157 respondents. Based on the data, a discussion on the subject of P-O fit was conducted. Overall the results of the study both support previous research and add to it. The results indicate favourable conditions for Gen Z to perceive a P-O fit towards employers regarding four of the six identified organisational attributes. Additionally, favourable conditions were indicated regarding employers to perceive a P-O fit towards Gen Z regarding four of the seven personal attributes identified.

Background: As a truly digitally native generation, Generation Z just started entering the workforce and their unique characteristics and expectations should not be ignored. To satisfy and retain this newest generation it becomes important for the employers to understand and adapt their strategies accordingly.  Purpose: The purpose of this thesis is to research what factors contribute to the overall job satisfaction of Generation Z and why these are important for them. By investigating these factors and their underlying causes, our goal is to give insights that will help employers in creating a more engaging work environment for Generation Z. We also aim to contribute to the existing literature on generational differences in the workplace and highlight Generation Z’s distinct expectations. Finally, we would like to provide practical advice for companies on how to attract, motivate and retain Generation Z.  Method: We conducted a qualitative study with an abductive research approach. We followed a relativistic ontology and a social constructionist epistemology as these aligned the most with our beliefs. Our research design is an exploratory case study, for which we have collected data through interviews and by examining archival company documents. To analyze our data we created a coding tree and built our findings on the already existing literature. Conclusion: Our findings show that it is essential to understand the unique needs of Generation Z to avoid high turnover rates in organizations. As this generation grew up in a fast-paced world, they require a challenging work environment, where they have the opportunity to develop themselves both personally and professionally. They are more aware of the social, environmental, and political issues and they are seeking work environments that align with their values. Moreover, as they place a much higher priority on the balance between their work and private life, they expect their employers to provide them with flexibility and support.

I denna studie undersöks personer med IT-kompetens i generation Z:s åsikter om viktiga egenskaper hos arbetsgivare. På grund av rådande kompetensbrist inom tekniksektorn finns det ett stort behov av att rekrytera kompetent arbetskraft. Då majoriteten av de som tar examen i närtid tillhör generation Z spelar de en viktig roll i företags rekrytering. Genom att förstå vad som tilltalar generationen kan arbetsgivare anpassa sin marknadsföring med målet att attrahera den kompetens de behöver. Utgångspunkten i studien har varit att identifiera de faktorer som IT-kompetenta i generation Z värderar högt vid val av arbetsgivare med hjälp av teoretiska verktyg. Den data som använts har erhållits genom kvalitativa intervjuer med tio individer från målgruppen. Resultatet antyder att kompetensutveckling och intressanta arbetsuppgifter som gör skillnad är de faktorer som generationen attraheras mest av, medan en marknadsmässig lön och god arbetskultur anses vara grundläggande för att en arbetsgivare över huvud taget ska vara intressant.