Walden University College of Social and Behavioral Sciences This is to certify that the doctoral dissertation by Nathasha Brooks-Harris has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Mark Gordon, Committee Chairperson, Public Policy and Administration Faculty Dr. Michael Knight, Committee Member, Public Policy and Administration Faculty Dr. Michael Brewer, University Reviewer, Public Policy and Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2017 There is a digital divide between Baby Boomers and Millennials in the way they communicate and use technology in the New York City public sector workplace. The purpose of this empirical phenomenological study was to explore the phenomenon of generational communications between Baby Boomers and Millennials in the New York City workplace and to understand their lived experiences of how they communicate and use technology in their job. The conceptual framework consisted of two theories: Cameron & Quinn's competing values framework and Prensky's digital natives/digital immigrants. A total of 21 New York City workers (10 Baby Boomers and 11 Millennials) from various agencies participated in semi structured interviews and answered the DISC Classic Profile, an instrument that showed their communication styles. The data were analyzed using the Stevick-Colazzi method and Dedoose data analysis procedure to find groups of meaning and themes. Research found benefits and challenges of technology that impacted communications; how organizational culture impacted technology use and communications; fears about using and learning technology; differences in relationships affecting Baby Boomers and Millennials; and differences in communication styles affecting management and subordinates. Recommendations for future research include conducting a similar qualitative study on Generation X and a quantitative study on Baby Boomers and Millennials. The findings of this study will contribute to positive social change through the implementation of reverse mentoring, knowledge management and transfer, succession planning, and human resource management.

Several psychological processes motivate the use of Facebook. The correlation between subclinical narcissistic traits and Facebook use has been examined, but the results have been inconsistent. The purpose of this study was to examine the relationship between Facebook use and the exhibition of subclinical narcissistic traits. The method for this study was meant to improve upon previous studies that used self-reported data by providing researchers with a technique to collect Facebook data from the personal pages of participants, with informed consent. Social learning theory provided the theoretical foundation for this study. This theory posits that new patterns of behavior can be acquired through direct experience or by observing the behavior of others. This theory could explain why a billion people choose to post pictures, share news articles, add friends, and engage in other Facebook activities. Using a quantitative approach, approximately 3 months of Facebook activity from 93 participants were analyzed and correlated with Narcissistic Personality Inventory (NPI) scores. A multiple regression analysis was then used to examine the data in relation to the research questions and hypotheses. There were no statistically significant findings for Facebook activity and NPI scores. These findings may challenge the popular notion that Facebook and other social media represent a platform for narcissistic self-promotion. This study has potential to promote social change, in that the negative connotation may be removed from social media use, allowing more people to communicate openly without the fear of being perceived as narcissistic.

Company leaders in the workplace represent all generations with diverse values, and those values influence their financial decisions in the workplace. The problem is that multigenerational company leaders and their employees possess different values from one another, which in turn creates different financial priorities for the company. The purpose of this qualitative study was to gain a better understanding of how the financial values of company leaders from different generations are developed, and how those values influence their financial decisions in the workplace. The key research question for this qualitative study examined how the financial values and decisions of company leaders in the workplace differ from their fellow company leaders from a different generation. This study assessed the different motivations for financial decision making by the multigenerational managers in the workplace. Semi-structured interviews and notes from direct observation of 10 multigenerational managers coupled with the analysis compiled from qualitative research software showed that most managers possessed similar financial values and made similar financial decisions, regardless of their generation. The findings also showed that the financial values of the participants were developed at an early age, which influenced their financial decision-making in the workplace. These results could lead to positive social change by gaining a better understanding of the motivations for financial values and financial decisions made in the workplace.

Actualmente, la industria peruana de gimnasios capta a un público muy reducido, pese al crecimiento que se está dando en la categoría. Pese a los grandes esfuerzos de las cadenas de gimnasios; en Lima, menos del 2% de la población afirma realizar ejercicio constante, por lo que la oportunidad de captación de clientes es elevada. Por dicho motivo, las cadenas de gimnasio están realizando una gran variedad de estrategias en cada una de las variables del marketing mix, principalmente promocionales. En lo que se refiere a la metodología de investigación, debido a la naturaleza del segmento esta tendrá un enfoque mixto, utilizándose como herramientas a los focus group, entrevistas semiestructuradas y encuestas. La población seleccionada son jóvenes entre los 18 y 30 años (millenials), pertenecientes a la zona 7 de Lima Metropolitana. El procesamiento de datos constará de una alineación de los resultados obtenidos con la teoría identificada, con una etapa previa de validación, asegurando que la información resultante sea útil y relevante. Esto dará paso al análisis de las correlaciones identificadas entre las variables. Los resultados afirman que las estrategias aplicadas por los gimnasios tienen un buen nivel de significancia para el público objetivo, existiendo una implicancia entre las variables a trabajar. Se tiene como conclusión general que las estrategias de marketing mix utilizadas por las cadenas de gimnasio si influyen en la intención de compra en cadenas de gimnasios, pese a que unos autores afirman que en algunos casos no es así. / Currently, the Peruvian gym industry attracts a very small audience, despite the growth in this category. Despite the great efforts of the gym chains, in Lima, less than 2% of the population affirm to work out constantly; thus, an opportunity to attract customers is high. For this reason, gym chains are carrying out a wide variety of strategies in each of the marketing mix variables, mainly promotional. Regarding the research methodology, due to the nature of the segment, it has a mixed focus, using as tools focus groups, semi-structured interviews and surveys. The population selected for the research are young people between 18 and 30 years old (the millennials), who belong to zone 7 of the Metropolitan Lima. The data processing consists of the alignment of the results obtained using the identified theory, with a previous stage of validation, ensuring that the resulting information is useful and relevant. This gives way to the analysis of the correlations identified between the variables. The results affirm that the strategies applied by the gyms have a good level of significance for the target audience, with an implication among the variables that work. The general conclusion is that the marketing mix strategies used by gym chains do influence the purchase decision in gym chains, although some authors claim that in some cases it is not true. / Trabajo de investigación

This thesis is situated in the research field of electronic commerce, specifically the aspect of fast fashion brands. This has drawn consumer interest because they find struggles when shopping for clothes online due to their inability to try the product before purchasing from sellers, which tends to result in information asymmetry. Therefore, they may be more hesitant to purchase online due to the perceived risk that results in low level of trust while shopping clothes online; therefore, businesses should strive to alleviate their concerns. Previous research has shown that electronic word of mouth (e-WOM) can guide and increase confidence.  The purpose of this study is to gain a better understanding of how consumers perceive online reviews as ways of reducing information asymmetry and reduce risk in order to ensure that they will be satisfied with their purchase. Furthermore, many factors identified in previous research that could influence the use of online reviews were identified and analyzed in the context of fast fashion for this study. Therefore, the study discovered several factors that influenced the use of online reviews.  This study investigates the role of trust as a mediator between customers' perception of electronic word-of-mouth (eWOM) and their subsequent actions. Specifically, the study focuses on the influence of the perceived usefulness of online reviews on customer trust in fast fashion websites. To gain a comprehensive understanding of consumers' opinions on online reviews, a qualitative research approach employing semi-structured interviews was conducted. The interviews provided participants with the opportunity to elaborate on their responses and provide nuanced insights. The findings indicate that fast fashion brands should prioritize the inclusion of online reviews and enhance their mechanisms based on the factors identified in this study. By recognizing the importance of customer trust and addressing the perceived usefulness of online reviews, fast fashion brands can improve their relationship with customers and foster positive consumer actions. This study contributes to the existing literature on eWOM, trust, and online reviews, offering practical implications for fast fashion brands aiming to optimize their online platforms.

Alla konsumenter som någon gång besökt en hemsida har också mötts av encookienotis. För de allra flesta är cookienotiser en del av den digitala vardagen. I ochmed att GDPR ändrat lagstiftningen om hur webbplatser ska informera om cookiesmåste alla hemsidor inom EU presentera en cookienotis idag. Detta blir därav också detförsta som konsumenterna ser när de påbörjar sin digitala kundresa. Trots befintligkunskap om vikten av konsumentens första intryck, att varje kundupplevelse har storbetydelse samt att långsiktiga kundrelationer är av stor betydelse är forskningen kringcookienotisers påverkan på konsumentbeteendet bristfällig. Därav avser denna studie attbidra till mer kunskap inom området genom att besvara frågeställningen:Hur påverkar presentationen av cookies konsumentbeteendet hos unga vuxna?Studien redovisar tidigare forskning i den teoretiska referensramen. Förutom ett fåtalnischade studier som har gjorts gällande konsumentbeteende och cookies, avhandlasäven vikten av att företagen behandlar kundresan och alla dess delar varsamt. Även enkortare förklaring av cookies och GDPR presenteras. Tidigare forskning fastslår blandannat vikten av att skapa lojalitet och positiva relationer till konsumenter i allakundinteraktioner på olika sätt. Det visas även bevis på hur upplevd makt och risk påinternet kan påverka konsumentens inställning till en hemsida. Till sist förklaras det hurföretag idag arbetar med att individanpassa sina hemsidor gentemot konsumenter. Denteoretiska referensramen sammanfattas med en modell som illustrerar hurpresentationen av cookies bidrar till ett konsumentbeteende som i högsta grad går attpåverka av företagen. Hur detta hanteras kan sen leda till en viss relation mellankonsument och företag.Studiens resultat visar att företag måste värdera presentationen cookienotisen minst likahögt som resterande delar av hemsidan. Empirin visar att konsumenterna har starkaåsikter om att cookienotisen ska innehålla minst två olika valmöjligheter för att de skaha större kontroll över sin egna data. De ska även innehålla en kort text med länkar förvidare läsning. Utöver specifika egenskaper och design på notisen går det att konstateraatt konsumenterna har tydliga åsikter kring cookies av anledningar såsom att de vill hakontroll över sin data eller att notiserna blir ett störningsmoment. Samtidigt konstaterartidigare forskning att första intrycket en konsument får av en hemsida har en väsentligbetydelse. Då cookienotisen måste vara en del av alla hemsidors första intryckrekommenderar författarna att företag ska lägga resurser på att konstruera egnacookienotiser som uppskattas av deras konsumenter. Samtidigt konstaterar studien attdet som finns att vinna i ett bättre första intryck för konsumenterna troligtvis förloras iinsamlad data av företagen då konsumenter som presenteras med valmöjligheter är merbenägna att avböja cookies. Studien diskuterar även etiska och samhälleliga perspektivoch kommer fram till att tydligare lagar bör stiftas om hur cookies ska presenteras samtatt konsumenternas generella kunskap om cookies är otillräcklig.

The collection of personal data has increased and developed side-to-side with the digitalization of society. It has been embedded in digital technologies where the collection and handling of personal data have become a great interest for private and public actors. Previous quantitative studies show a widespread concern with data collection among individuals. Based on 16 semi-structured interviews, this study investigates individuals’ experiences with governmental data collection. The sample of this study consists of individuals who belong to the generation of late millennials. This study investigates how late millennials are experiencing data collection from domestic authorities using David Lyon’s theoretical framework of surveillance imaginaries and surveillance practices. Online privacy literacy is added as a third component to the framework which together with imaginaries and practices form how individuals experience data collection. The results show that the respondents’ imaginaries are built on compliance and trust with data collection from Swedish authorities. The respondents imagine this data collection as an exchange, as public good, as securitization and as harmless. The identified practices displayed how the abstract nature of data collection together with the trust for Swedish authorities created a kind of non-response towards data collection from Swedish authorities. The results also show how the imaginary of trust reduced the need for knowledge. The respondents lack an understanding of how data collection is performed, but it did not influence their imaginaries and practices. This study also concludes how trust for the surveillor leads to compliance with data collection for the surveilled. How perceived trust for the surveillor can reduce an individual’s privacy concerns which influence surveillance imaginaries and practices. This study thus demonstrates the interplay between imaginaries, practices and knowledge in the shaping of individual experience of data collection from domestic authorities.

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Syfte: Syftet med denna studie är att undersöka på vilket sätt miljömedvetenhet och socialt värde påverkar Generation Z och Millennials attityd mot hållbart mode och hur det återspeglas i köpintentionen när de handlar mode online. Vidare är avsikten att undersöka skillnader och likheter mellan dessa generationskohorter i denna inom kontext.   Metod: En kvantitativ metod har utförts där en surveyundersökning framställdes utifrån ett bekvämlighetsurval.   Slutsats: Resultatet för denna studie visar att miljömedvetenhet och socialt värde har en positiv påverkan på konsumenternas attityd mot hållbart mode. Vidare uppvisade miljömedvetenhet och attityd i sin tur stark påverkan på den hållbara köpintentionen. Däremot visade sig socialt värde inte ha någon direkt påverkan på den hållbara köpintentionen, trots dess starka påverkan på attityden. Attityden visar sig ha störst betydelse vid köpintention av hållbart mode online, vilket är en indikation på att attityd agerar som en medierande variabel genom att föra över påverkan från socialt värde till den hållbara köpintentionen. Det framkom inga signifikanta samband mellan generationskohort och hållbar köpintention.

Age is the most dominant form of diversity in the workplace. Five generations are currently represented in the workplace, with each one having their own perspectives and communication styles. Workplace teams are most likely to be comprised of members from multiple generations, yet research is inconclusive regarding how age diversity is impacting productivity and team performance. To examine preferences of working in teams comprising same generation or different generation members, a survey was disseminated to a sample of employees across various organizations in the current workforce, ages 18 and up. The survey examined perceptual generational differences regarding work ethic, communication styles, technology, culture and diversity, and other core values. Results indicate employees value generational diversity and believe generationally diverse teams increase team performance. However, findings indicate tensions are likely to occur when working in generationally diverse teams, including the ability to communicate and transfer knowledge. This research identifies the growing desire for generational diversity in the workforce and points out where investments in training and resources are needed to support knowledge transfer, optimize strengths, and ensure communication is heard and understood by all.