The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. The age intervals have been 18-41, 18-25 for Generation Z consumers and 26-41 for Millennials. This research is utilizing a deductive approach paired with a quantitative research strategy. The primary data collection method has been through an internet-based self-completed questionnaire, whereas the data later on has been analyzed. The analysis has been conducted through the Statistical Package for Social Sciences (SPSS) program allowing for the researchers to perform a series of statistical analyses. From the empirical findings and analysis conducted, it was concluded that all of the hypotheses were disproven and rejected, showing no significant difference. Through SPSS a series of independent sample t-tests were conducted to extract two means for the two generations. The statistical output displayed a higher level of impact on Millennials consumers contrary to the hypothesis, predicting Generation Z’s purchase intentions being significantly more impacted. Through SPSS the researcher have been able to compare how each generation compare against each other in terms of all the variables making up purchase intention (Involvement, Argument Quality, Source Credibility, Information Usefulness), but also performed t-tests to see how their answers differentiate in each question as well. This study could provide marketers with very insightful knowledge about how online reviews affect consumers differently, allowing for adaptation and optimizations.

Through its growing popularity, social media platforms have become influential in our society. Data tracking allows social media platforms to continue providing free and personalized services. Scholars and professionals have argued that data tracking can be harmful to individual privacy and can be used to change peoples’ behaviour without them being aware of this. This thesis focusses on how millennials deal with data tracking dilemmas in their social media use. As digital natives, millennials have grown up in a digital society, and therefor are often suggested to have a unique perspective on issues such as data tracking. This study is focused on why millennials use social media platforms, what dilemmas they identify regarding data tracking, how millennials act upon these dilemmas and how millennials reflect on their own behaviour compared to that of other generations. Based on 16 semi-structured interviews and 4 focus groups, this thesis relates the behaviour of Dutch millennials regarding data tracking and social media use to theories such as mediatization, platformization, the privacy paradox and media generations. This thesis finds that besides communication, entertainment and social engagement are also deeply shaped by mediatization and platformization. The participants identified three interrelated aspects of the privacy dilemma: the filter bubble, monetization and power. In acting upon these dilemmas, the behaviour of some participants confirms the notion of the privacy paradox. However, another group of participants indicated that they do not experience the dilemmas as such, and therefore do not act upon them. A last group of participants shared that they have found multiple ways in which to act upon the dilemmas they identify. This study thus concludes that the privacy paradox seems more nuanced than its conceptualization, because the participants find ways to deal with the dilemmas they identify.

The purpose of this thesis is to analyse the intentions to travel among the Millennials of Colognewhile considering their travel risk perception because of the corona pandemic. The target groupand population are the Millennials of Cologne, as they appeal as most suitable due to theirtechnological advancement, full age, and specific characteristics. After reviewing the literatureregarding travel intention and behaviour, health crises and travel risk perception, a quantitativequestionnaire was conducted for data collection. The outcomes were tested on Cronbach’salpha, chi-square goodness-of-fit and the two qualitative questions of the questionnaire weresubjected to a content analysis. The results show that the prospected behaviour tends to changedue to the coronavirus and although people are worried about the Corona virus situation, theyare not worried about the circumstances at their travel destination. The transport mode of theirnext trip is expected to change to predominantly individual transport, such as cars. Tourists willavoid mass tourism destinations and focus on more individual and natural places. Quality ofhealthcare, a previously obtained insurance and good hygiene standards will be importantfactors for their next trip, as well. By basing on and comparing this thesis to Chebli and BenSaid (2020), a different viewpoint on people’s travel intentions to travel during/after Covid-19is shown, depending on their next travel period. The findings indicate that there can be a shifttowards a more sustainable trend, but also with more precautions and individualism. Thevaccine is seen as the next aspiration towards a more normal life as known before the pandemic.This thesis discloses new insights in terms of travel intentions and risk perception in the contextof the pandemic. Destination Marketing Organizations (DMOs) and tourists’ businesses inCologne can promote destinations with the named desired characterises to its residents.Furthermore, close regions, which are reachable by car, as well as generally unique destinations,might consider shifting their image towards the desired destinations characteristics.

This thesis aimed at examining, in the middle of an intense sociopolitical crisis in the Greek landscape, how young users of alternative media in Greece reflect on traditional media, how they view alternative media and how they use them in order to mobilize, engage politically and acquire types of oppositional knowledge. In-depth interviews on Greek millennials indicated a cognitive-driven relationship to mainstream media while a generic tendency towards alternative media was notived, however, accompanied by a critical stance. Political participation was present on both ffline and online version, with an apparent inclination to online types through e-petitions and expressive forms of action, such as content sharing and posts on social media. Oppositional types of knowledge were identified through the millennials' responses, though, with a presence of reservedness and critique. The shift towards alternative media depicted the emergence of a concrete digital familiarization of Greek millennials who seriously engage to sociopolitical issues and at the same time preserve their doubts as far as credibility or objectivity of news are concerned. Future research could be conducted focusing on the content analysis of alternative media news platforms. Therefore, micro-organizational aspects, such as agenda-setting and news production along with ethical lines that are followed, would enrich the picture of alternative media landscape in Greece and maybe provide the motivation to examine the aforementioned conditions in other media systems, as well.

The purpose of this study was to determine whether there was a difference in workmotivation between two generations (generation X + millennials) through examininghow the generations estimated their basic needs of satisfaction and whether there was asignificant difference in how the generations estimated their intrinsic and extrinsicmotivation in the workplace. The study was of a quantitative approach and wasconducted through a survey in which 53 participants participated. The instruments usedin the study were Basic Psychological Need Satisfaction Scale - Work Domain(BPNSFS) and Work Extrinsic and Intrinsic Motivation Scale (WEIMS). BPNSFSmeasured the participants basic needs at work and WEIMS their inner and outermotivation as is based on the Self-Determination Theory. The results showed nosignificant difference in how the generations estimated their basic psychological needsat work. However there was a significant difference between the generations where themillennials rated their intrinsic motivation in the workplace higher than generation X,no significant difference was found in how the two generations rated their outermotivation.

Background The consumer behavior of mobile game players, especially the main consumingforce - millennials, has started to gain more attention as the mobile game industryhas turned into one of the most profitable entertainment fields. Nevertheless, thereis no unified model to understand the in-game purchase behavior of all mobilegames since the strengthening factors in video games are divergent subject to thegame genre. Thus, by examining in-game purchase behavior in the mainstreammobile game genre - battle royale, the authors contribute to the game research. Aim As the study's primary objective, the thesis aims to detect the strengtheningfactors of purchase behavior through the lens of the theory of consumption values(TCV) and millennial consumer preferences. Methodology The authors pursue a deductive approach to conduct a quantitative study in whicha cross-sectional survey method was selected to gather empirical data. Aregression model was created to analyze the structural relationships. SPSS wasused for the analysis of statistical data. A total of 521 responses were collected. Findings The results suggest that conditional value, emotional value, and monetary valuepositively affect the in-game purchase behavior of millennials playing mobilebattle royale games. Furthermore, customization positively moderates therelationship between conditional value and in-game purchase behavior, whereastrendiness positively moderates the relationship between emotional value andin-game purchase behavior. The results also reveal the positive direct effect onin-game purchase behavior of the proposed moderating variables, namely,customization, trendiness, and visual quality. Based on the results of this thesis,the application of TCV has been proved in the gaming field, and the authors givepractical suggestions for game companies.

El presente trabajo analiza la influencia de las estrategias del marketing experiencial en la satisfacción de las mujeres millennials que acuden a tiendas retail de belleza en Lima Metropolitana. El objetivo del paper es analizar a través de que variables el marketing experiencial se evidencia en el punto de venta. Asimismo, evaluar cómo se encuentra la categoría dentro del mercado y analizar el target al que va dirigida la investigación. En cuanto a los resultados, se observa que las importaciones de maquillaje en el 2018 tuvieron un alza del 4% con respecto al año anterior. Existen tres formas de crear experiencias: a través del producto, mediante puntos de venta y por medio del uso del producto/servicio. En la actualidad, marcas como NYX, Urban Decay, MAC ya emplean estrategias de marketing experiencial en sus tiendas retail para ser más atractivos para las consumidoras. Con estos resultados, se ofrecen aportes considerables para las empresas que están dentro de este rubro brindando información relevante a considerar. Sin embargo, aún falta incorporar la investigación a profundidad de estas acciones con el target. / This work analyzes the influence of experiential marketing strategies on the satisfaction of millennial women who go to beauty retail stores in Metropolitan Lima. The main objective of the paper is to analyze through which variables experiential marketing is evident at the point of sale. Also, evaluate how the category is developing in the market and analyze the target for which the research is aimed. As for the the results, it is observed that makeup imports in 2018 had an increase of 4%, compared to the previous year. Likewise there are three ways to create experiences: through the product, through points of sale and through the use of the product / service. Nowadays brands like NYX, Urban Decay, and MAC already use experiential marketing strategies in their retail stores in order to be more attractive to consumers. With these results, substantial contributions are offered for the companies that fall within this category, providing relevant information to consider. However, there is still a need to incorporate in-depth research of these actions with the target. / Trabajo de investigación

La presente investigación tiene como finalidad determinar cuáles son los potenciales factores que influyen en el Comportamiento de Compra de Moda Ecológica de los millennials en Lima Moderna como estrategia competitiva de los econegocios de moda en el año 2020. El diseño a emplear para la investigación es no experimental, de corte transversal simple y de alcance explicativo. Adicional a ello, se emplea el enfoque cuantitativo como metodología para la recolección de datos; esté último se da a través de la aplicación de encuestas con el propósito de analizar los resultados obtenidos de la relación de las variables de estudio. Asimismo, la confiabilidad del instrumento se evalúa mediante el alfa de Cronbach, el cual es de 0.807 para la variable “Moda Ecológica”, y para la variable “Factores que influyen en el Comportamiento de Compra del Consumidor” es de 0.811. Por otro lado, de una población estimada de 453,012 habitantes millennials en Lima Moderna, se delimitó por medio del método de muestreo probabilístico estratificado una muestra de 384 millennials. Y según el análisis de la contrastación de hipótesis a través de la prueba Chi Cuadrado, se infiere que, los factores que influyen en el comportamiento de compra de Moda Ecológica de los millennials en Lima Moderna son potenciales para la Estrategia Competitiva de los Econegocios de Moda en el año 2020. / This research aims to determine what are the potential factors that influence in the purchase behavior of ecological fashion for millennials in Modern Lima as a competitive strategy for fashion eco-businesses, by 2020. The research design is non-experimental, cross-sectional simple and explanatory scope. In addition to this, the quantitative approach is used as a methodology for data collection, which is given through the application of surveys in order to analyze the results obtained from the relationship of the study variables. Likewise, the reliability of the instrument is evaluated using Cronbach's alpha, which is 0.807 for the variable “Ecological Fashion”, and for the variable "Consumer buying behavior" it is 0.811. On the other hand, from an estimated population of 453,012 millennial inhabitants in Modern Lima, a sample of 384 millennials was delimited by means of the stratified probabilistic sampling method. And according to the analysis of the hypothesis testing through the Chi Square test, it is inferred that the factors that influence the buying behavior of Ecological Fashion for millennials in Modern Lima are potential for the Competitive Strategy of Fashion Eco-businesses in 2020. / Tesis

Traditional news providers struggle to reach young millennials. Current research states that one reason for this is the growing divergence between news providers’ current online news presentation and how young millennials want news to be presented online. To explore possible ways to avoid a further growth of this so-called news gap, this study explored how young millennials like news to be presented online. For this purpose, generative sessions and semi-structured interviews were conducted within the framework of a co-design study with a service design approach. The results showed that there are three critical factors in online news presentation, which are trust, balanced opinion and time efficiency. Further, the results showed that features such as multimedia options or interactive infographics are ways of online news presentation that the participants would like to see more in online news offers. The results of this thesis were also presented in a prototype in the form of a digital application. The prototype makes the results more practical in order to support news providers in the practical implementation of the suggested steps.

Abstract Background:        In recent years a rising concern towards health enhancement activities has been prominent across populations, leading to the emergence of a multi-dollar industry, namely the wellness industry, which spans across a wide spectrum of sectors, ranging from organic food to tourism. In fact, wellness tourism has been growing at an exponential rate, generating high revenues, forecast to rise. Given that millennials have been gradually replacing former generations, in volume size, it becomes evident why this age cohort has garnered massive media attention worldwide. Purpose: Nevertheless, although wellness tourism industry has sparked the attention of academic scholars and industry professionals, scant academic research has been conducted on the wellness travel attitude of this age cohort. Hence, the purpose of this study is to examine the attitude of millennials’ towards wellness travelling.                            Method:              For the purpose of this study, a qualitative research comprised of 11 in-depth semi-structured interviews was conducted within a sample of individual’s aged 23-35. Conclusion:          The results of this research indicated that this generational segment displayed a particular travel attitude towards wellness tourism, which can be understood from a cognitive, affective, and conative angle. Overall, the main cognitive associations and thoughts with wellness tourism entailed the notion of relaxation, and health-enhancement, whilst the core emotions experienced ranged from inner fulfillment, and happiness to nostalgia and serenity. The main benefits sought involved, escape from daily life and stress relief, which are consistent with prior studies. It was clear from this study that millennials are price-sensitive, and they cherish the variety of activities along with the novelty of experiences when travelling for wellness. This research also sheds light on the most frequently employed travel platforms and channels of communication, which can provide tourism marketing specialists and industry professionals with constructive recommendations in terms of advertising and communication of wellness travel offerings. However, due to time constraints, this study was subject to certain limitations, which hinder the generalizability of results across broader populations and diverse wellness travelers. Future research is thus much anticipated and needed to dig deeper into this lucrative market.