This study investigates the correlation between Millennial workers' sense of belonging and a company’s Corporate Social Responsibility (CSR) initiatives. Bearing in mind the gap in academic research on the introspective impact CSR has on a company’s employees, this study aims to explore how the Millennial workers at one of the biggest banking and insurance companies operating in Bulgaria understand and relate to companies’ philanthropic endeavours. To do so, this paper has used a theoretical framework, which combines four pillars that interact with and amplify one another. Two of them are empirical and present CSR and the Millennials as a generation. The other two are theoretical with social identity theory (SIT), which explains the sense of belonging innate to the Millennials, and corporate citizenship and shareholder value theory, which represent the polar opposites of what CSR should be about. As such, the thesis probes the hypotheses that, on one hand, if a company engages in genuine CSR initiatives, this will lead to an increased sense of belonging from the Millennial employees. However, on the other hand, if the company engages in greenwashing instead, this will lead to a diminished sense of belonging in the target group.  The findings infer that the Millennial workers at the banking and insurance company have strong opinions favouring their company utilizing genuine CSR practices. In addition, the majority of them have shared that if the company started utilizing CSR as means of greenwashing, this would lead to their overall disappointment and a diminished sense of association with the employer. However, the data has also shown that there might be different reasons for why people are joining CSR initiatives. These findings were produced with the help of mixed-method research combining quantitative survey plus qualitative semi-structured individual and focus group interviews.

This thesis explores the influence of User-Generated Content (UGC) on the purchasingdecisions of millennials in the fast fashion industry, particularly through the platformsInstagram and TikTok. The research delves into the transformation from offline to onlinemarketing within the fast fashion sector, examining both fast-fashion and ultra-fast fashion tounderstand UGC's impact on consumer behavior, including environmental and ethicalconcerns. Employing a qualitative research methodology, this study focuses on thematic and contentanalysis to unravel the intricate ways in which UGC shapes millennials' purchasing decisions.The research provides an in-depth exploration of the subjective experiences, perceptions, andmotivations of this demographic, offering rich insights into their interaction with UGC.Additionally, the study integrates social influence theory and buying behavior theory tounderstand the dynamics of digital consumer engagement and the role of UGC incontemporary marketing strategies. Through interviews with Millennial consumers and analysis of their interactions with UGC,the research uncovers patterns and trends that highlight the significant role of UGC in digitalmarketing and consumer decision-making. The results suggest that while UGC significantlyinfluences Millennials, the impact varies across different aspects of the fast fashion sector.This research fills a void in current literature by providing a focused analysis of UGC'sinfluence across generational divides, thus contributing to a deeper understanding of digitalbehavior in the fast fashion industry.

La presente investigación, tiene como objetivo determinar la influencia de los factores de la teoría unificada UTAUT2; facilidad de uso, utilidad percibida, información de calidad, riesgo percibido, influencia social y confianza sobre la intención de recompra en consumidores millennials de un aplicativo de delivery en la ciudad de Chiclayo. Lamentablemente hoy en día existen escazas investigaciones enfocadas en los aplicativos de delivery, así mismo hay pocos estudios que se enfocan en la intención de recompra. Se aborda un enfoque cuantitativo, debido a que se medirá de manera estadística la relación de causa-efecto de las variables mencionadas. Además, cuenta con un diseño no experimental y de nivel explicativo. La población de estudio son los consumidores millennials que pertenecen a la ciudad Chiclayo, que hayan realizado compras en el aplicativo durante el último mes. Se trabajó con una muestra de tipo intencional, es decir, elegidos de acuerdo con el juicio del investigador. Posteriormente, se procedió a utilizar la técnica estadística de Regresión Logística binaria, para responder a los objetivos planteados y aceptar o denegar las hipótesis propuestas, de tal forma, se obtuvo como resultado que la facilidad de uso elevada, la utilidad y el riesgo percibidos elevado resultaron significativas para la intención de recompra. / This research aims to determine the influence of the factors of the unified theory UTAUT2; ease of use, perceived usefulness, quality information, perceived risk, social influence and trust on the intention to repurchase in millennial consumers of a delivery application in the city of Chiclayo. Unfortunately, nowadays there is little research focused on delivery applications, and there are few studies that focus on repurchase intention. A quantitative approach is used, since the cause-effect relationship of the mentioned variables will be measured statistically. In addition, it has a non-experimental and explanatory design. The study population are millennial consumers belonging to the city of Chiclayo, who have made purchases in the application during the last month. We worked with a purposive sample, i.e., chosen according to the researcher's judgment. Subsequently, the statistical technique of binary Logistic Regression was used to respond to the objectives set and to accept or deny the proposed hypotheses. The results showed that high ease of use, high perceived usefulness and high perceived risk were significant for the intention to repurchase.

This dissertation presents three article manuscripts investigating contemporary human resource management issues in the United States (US) federal government. Drawing on the behavioral public administration approach, the three articles hypothesize and test theoretical models using data from the US Office of Personnel Management's employee surveys. Chapter 1 introduces the motivation of this dissertation, theoretical backgrounds, and a summary of the three research studies conducted. Chapter 2 presents the first article manuscript, looking at the generational difference issue and its implications for theories and practices. Drawing on generational theories, this study empirically compares affective commitment of federal Millennials and Generation Xers. This study uses time-lag data from the 2011 Federal Employee Viewpoint Survey (FEVS) and the 2004 Federal Human Capital Survey (FHCS). The results show no statistically significant differences between the two generations in terms of their affective commitment levels and how several work experiences influence the two generations' attitude. As such, this study provides evidence to reduce generational stereotypes in the public sector. Chapter 3 draws on conservation of resources theory to address perceptions of workload in the public workplace. Using structural equation modeling method with data from the 2019 FEVS, this study finds that supervisor support can sequentially help enhance coworker support, perceived reasonable workload, and job satisfaction, while tangible job resources moderate the above relationship. This study deepens scholarly understandings and points to appropriate practical strategies to enhance employees' perceptions of reasonable workload and job satisfaction in public workplaces. Chapter 4 looks at the issue of trust in different levels of management and its effects on employees, building on the trickle effects models and job demands-resources model. Analysis of 2019 FEVS data finds that employee trust in senior leaders and direct supervisors are positively related to as well as interact with each other to influence public employees. This research also finds trust in senior leaders and direct supervisors indirectly affects extra-role behavior through psychological well-being, and that workload moderates these effects. Chapter 5 concludes this dissertation with summaries of research findings, theoretical and practical implications, research limitations, and future research directions. The quantitative empirical methods used in this dissertation contribute to a community of inquiry using diverse data and methods. / Doctor of Philosophy / This dissertation investigates issues related to managing people in the US federal government. Chapter 1 introduces the motivation of the study, lays out the theoretical background, and presents a brief summary of the three research studies conducted. Chapter 2 examines whether federal employees belonging to the Millennial generation (those born between 1982 and 1999) differ from those of the Generation X (those born between 1965 and 1981) in their affective commitment and how job experiences influence the attitude of these generations. The findings show no substantial differences between the two generations, providing evidence to reduce generational stereotypes in the public sector. Chapter 3 investigates the ways to help employees feel their workload as more reasonable and enhance their job satisfaction. It found that supervisor support can sequentially help enhance coworker support, perceived reasonable workload, and job satisfaction, while tangible job resources moderate the above relationship. As such, this study suggests appropriate management strategies to enhance employees' perceptions of reasonable workload and job satisfaction in public workplaces. Chapter 4 looks at the issue of trust in different levels of management and its effects on employees. It found that employee trust in senior leaders and direct supervisors can influence as well as enhance the effect of each other on employees. Also, trust in senior leaders and direct supervisors indirectly affects extra-role behavior through psychological well-being. Meanwhile, reasonable workload enhances the effect of trust in senior leaders on employees but decreases the effect of trust in supervisors on employees. Chapter 5 concludes this dissertation with summaries of research findings, the contributions of this dissertation, research limitations, and future research directions.

Titel – Från Scroll till Köp, en kvantitativ studie om köpbeteenden hos kvinnor födda mellan 1980–2005. Syfte - Syftet med denna studie är att undersöka hur olika faktorer såsom influencer marketing och användning av sociala medier påverkar kvinnors köpbeteenden online. Metod - Denna studie genomfördes med hjälp av noga utvalda vetenskapliga artiklar som är relevanta för mitt forskningsämne. Studien är baserad på kurslitteratur och peer-reviewed artiklar. Detta är en kvantitativ studie där en enkät skickas ut till kvinnliga respondenter inom den utvalda målgruppen. Detta gjordes för att få en bättre förståelse för vad som påverkar kvinnors köpbeslut. Slutsats - Studien har visat sammanband mellan demografiska faktorer, influencer marketing, sociala jämförelser och FOMO (Fear of missing out) gällande kvinnors impulsköp. Resultatet har visat att det finns en relativt svag påverkan från influencers på kvinnor. Interaktionen med influencers på sociala medier som Facebook, Instagram, TikTok och YouTube kan öka tendensen till impulsköp. FOMO och influencers trovärdighet har även bidragit till impulsköp men andra faktorer kan även spela roll såsom personliga preferenser och behov. Studien betonar även vikten att förstå influencers roll i kvinnors köpbeteenden och den lilla men ändå märkbara effekten av FOMO:s roll i kvinnors impulsköp. Studiens avgränsningar - Studien är begränsad till kvinnor mellan 18–43 år. Studiens bidrag - Denna studie bidrar till en ökad förståelse för företag gällande användning av influencers som marknadsföringsverktyg för att utveckla samt optimera försäljningen av produkter och/eller tjänster. / Title - From Scroll to Purchase: A Quantitative Study on Purchasing Behaviours Among Women Born Between 1980-2005. Purpose - The purpose of this study is to examine how various factors such as influencer marketing and the use of social media influence women's purchasing behaviours online. Method - This study was carried out using carefully selected scientific articles that are relevant to my research topic. It is based on course literature and peer-reviewed articles. This is a quantitative study where a survey was sent to female respondents within the selected target group. This was done to gain a better understanding of what influences women's purchasing decisions. Conclusion - The study has shown correlations between demographic factors, influencer marketing, social comparisons and FOMO (Fear of missing out) with women's impulse buying behaviours. The results have shown that there is a relatively weak influence from influencers on women. The interaction with influencers on social media such as Facebook, Instagram, TikTok and YouTube can increase the tendency towards impulse buying. FOMO and influencer credibility have also been shown to contribute to impulse buying but other factors can also play a role such as personal preferences and needs. The study also emphasises the importance of understanding the role of influencers in women's buying behaviours and the small but still noticeable effect of FOMO's role in women's impulse buying behaviours. Limitations of the Study - The study is limited to only women between the ages of 18-43. Contribution of the Study - This study contributes to an increased understanding for companies regarding the use of influencers as a marketing tool to develop and optimise the sales of products and/or services.

Currently for travel planning, guests will research via hotel websites while still preferring to book through third-party sites, which leads to a disconnect between hotels and their guests. A chat widget artifact that is added onto the hotel’s website and linked through messaging applications was created by a start-up company, Bookboost, to bridge this gap. The current intuitiveness of the artifact and future improvements that may increase intuitiveness was investigated through a case study of user and expert analysis. 10 participants – 5 hotel staff users and 5 guest users – were sampled at hotel lobbies via systematic sampling and non-random sampling. Participants ranged in age from 18 to 65 years old, with 30% being millennials. Task analysis, an interview, and a questionnaire were used for user analysis. The researcher acted as an evaluator and examined the artifact for flaws and possible improvements using activity theory’s human-artifact model (HAM). Analyses suggest that current intuitiveness is fairly high, but there is room for improvement. There seems to be a difference between millennials and non-millennials, especially regarding the amount of time taken and preference for the artifact (versus more familiar methods for communicating with others). Interest and comfort in technology usage was a factor in intuitiveness. Generally, those more comfortable with technology had higher zone of proximal development (ZPD) scores. Improvements have been suggested that may increase artifact intuitiveness, although this was not tested due to the scope of the study. Future research can continue to examine if the suggested improvements have indeed increased intuitiveness in the artifact for users of all ages. / Vid reseplanering brukar gäster ofta undersöka hotellwebbplatser men sedan ändå föredra att boka via tredjepartssidor, vilket leder till en klyfta mellan hotellen och deras gäster. För att överbrygga detta gap har startupföretaget Bookboost skapat en chattwidget (artefakt) som läggs till på hotellets webbplats och länkas till användarnas chattappar. Denna artefakts nuvarande intuitivitet och möjlighet till framtida intuitivitetsförbättringar undersöks genom en fallstudie av upplevelsen hos både experter och vanliga användare. 10 deltagare – 5 hotellmedarbetare och 5 gäster – rekryterades via förfrågan i hotellfoajéer utifrån ett systematiskt urval och icke-slumpmässigt urval. Deltagarna varierade i ålder från 18 till 65 år, med 30% inom milleniegenerationen. Uppgiftsanalys, intervju, och frågeformulär tillämpades i användaranalysen. Forskaren fungerade som utvärderare och undersökte artefaktens brister och möjliga förbättringar med hjälp av aktivitetsteorins human-artifact model (HAM). Analyserna tyder på att dagens intuitivitet är ganska hög, men att det finns utrymme för förbättringar. Det verkar finnas en generationsskillnad mellan äldre och yngre användare, särskilt när det gäller tidsåtgången och preferensen för artefakten (jämfört med mer välbekanta kommunikationsmetoder). Intresset för och komforten med teknologianvändning var en faktor i intuiviteten. I allmänhet uppnådde de som var mer bekväma med teknik en högre poäng i zonen för proximal utveckling (ZPD). Förbättringar som kan öka intuitiviteten för artefakten föreslås, även om prövandet av dessa inte ryms inom ramen för denna studie. Framtida forskning kan undersöka om de föreslagna förbättringarna verkligen ökar artefaktens intuitivitet för användare i alla åldrar.

[ES] El emprendimiento rural es un área en desarrollo y motiva el interés de los gobiernos y los actores involucrados en la búsqueda de revitalizar espacios que históricamente se han venido marginando por la migración de la población en busca de oportunidades a las zonas urbanas y el escape a un conflicto armado de más de 50 años como el caso de Colombia, siendo un país que cuenta con una amplia extensión rural que llega al 96% del territorio. La mejora en la percepción de la seguridad debido al proceso de paz firmado en 2016 en la Habana (Cuba) y la disminución del conflicto armado en Departamentos como Antioquia presenta una vocación rural importante permite que se desarrollen nuevas apuestas empresariales en zonas que antes estaban vedadas por el conflicto armado. Motivado en lo anterior, en esta tesis se explora la actividad emprendedora de los estudiantes conectados con la ruralidad como lo son los de las Facultades de Ciencias Agrarias del Departamento de Antioquia. La primera parte de la tesis se centra en una revisión bibliográfica sobre la evolución del rol del emprendedor rural y del concepto del emprendimiento en sí, en esta parte se denota un cambio en la concepción de pasar de la creación de empresas solo pensando en la función agrícola, para transitar hacia la creación de empresas que no necesariamente son agrícolas, pero se ubican en un territorio rural, lo que da cabida a otro tipo de emprendimientos y una nueva forma de ver al emprendimiento rural. La segunda parte de la tesis realiza la exploración del marco normativo en Colombia para el emprendimiento, dejando ver que a pesar de tener una amplia extensión rural que llega al 99% del territorio del país, el desarrollo legislativo y de apoyo al emprendimiento rural es pobre, razón por la cual se convierte en una oportunidad para desarrollar estos territorios en un marco de posconflicto en Colombia. En tercer lugar, a través del examen preliminar del desarrollo de una fase exploratoria de trabajo de campo de estudios de caso, se pudo notar que los jóvenes participantes tienen interés por desarrollar apuestas empresariales en la ruralidad y generar empleo, no necesariamente se motivan por dinero, utilizan la innovación y la creatividad para compensar los desequilibrios del mercado. Aunque existen dificultades debido a la falta de apoyo estatal, marco normativo, dificultades para acceder al financiamiento y que no existe un ecosistema de emprendimiento rural. En cuarto lugar, se identificaron los impulsores, las barreras y las motivaciones para el emprendimiento rural. Se realizó mediante la consulta a expertos y el método Delphi que permitió la construcción de un instrumento al cual se realizaron las respectivas pruebas de fiabilidad tanto a la idoneidad de los expertos como al resultado de las variables en sí. En quinto lugar, el desarrollo del trabajo de campo, permite conocer la incidencia de los aspectos sociodemográficos en la actividad emprendedora de los jóvenes denominados "millennials" en la ruralidad de Antioquia, encontrándose que quienes tienen una mayor actividad son personas pertenecientes a clases altas mayoritariamente hombres, con estudios de posgrado, provenientes de familias donde los padres tienen al menos titulación universitaria, con situación distinta a soltero y con un rango de edad que oscila entre los 32 a 38 años. En sexto lugar, se analizó la competitividad de las empresas reportadas por los participantes del estudio, mediante un índice multidimensional encontrándose que la competitividad de las iniciativas se podría catalogar como media, solo exceptuándose alta en pocos casos como algunas empresas dedicadas a servicios para el agro, notándose que los puntos con mayor dificultad son la estrategia competitiva y el marketing. Por último, se analizó la actividad emprendedora en función de la intención emprendedora, la edad del encuestado, la edad de la empresa definida según los cr / [CA] L'emprendiment rural és una àrea en desenrotllament i motiva l'interés dels governs i els actors involucrats en la busca de revitalitzar espais que històricament s'han marginat per la migració de la població a la cerca d'oportunitats en les zones urbanes i la fuga a un conflicte armat de més de 50 anys com el cas de Colòmbia, sent un país que compta amb una àmplia extensió rural que arriba al 96% del territori La millora en la percepció de la seguretat a causa del procés de pau firmat en 2016 en l'Havana (Cuba) i la disminució del conflicte armat en Departaments com Antiòquia que també presenta una vocació rural important permet que es desenrotllen noves apostes empresarials en zones que abans estaven vedades pel conflicte armat Motivat en l'anterior, este treball s'explora l'activitat emprenedora d'estudiants connectats amb la ruralitat com ho són els de les Facultats de Ciències Agràries del Departament d'Antiòquia La primera part de la tesi se centra a fer una revisió bibliogràfica sobre l'evolució del rol de l'emprenedor rural i del concepte de l'emprenedoria en si, en esta part es denota un canvi en la concepció de passar de la creació d'empreses només pensant en la funció agrícola, per a transitar cap a la creació d'empreses que no necessàriament són agrícoles, però s'ubiquen en un territori rural, la qual cosa dóna cabuda a un altre tipus d'emprenedories i una nova forma de veure a l'emprenedoria rural. La segona part de la tesi realitza l'exploració del marc normatiu a Colòmbia per a l'emprenedoria, deixant veure que a pesar de tindre una àmplia extensió rural que arriba al 99% del territori del país, el desenrotllament legislatiu i de suport a l'emprendimiento rural és pobre, raó per la qual es convertix en una oportunitat per a desenrotllar estos territoris en un marc de postconflicte a Colòmbia En tercer lloc, l'exploració preliminar a través del desenrotllament d'una fase exploradora de treball de camp per mitjà de la documentació d'estudis de cas, es va poder notar que els jóvens participants tenen interés per desenrotllar apostes empresarials en la ruralitat i generar ocupació, no necessàriament es motiven per diners, utilitzen la innovació i la creativitat per a compensar els desequilibris del mercat, encara que hi ha dificultats degut a la falta de suport estatal, marc normatiu, dificultats per a accedir al finançament i la no existència d'un ecosistema d'emprenedoria rural. En quart lloc, es van identificar impulsors, barreres i motivacions per a l'emprenedoria rural per mitjà de la consulta a experts i el mètode Delphi que va permetre la construcció d'un instrument al qual es van realitzar les respectives proves de fiabilitat tant a la idoneïtat dels experts com al resultat de les variables en si. En quint lloc el desenrotllament del treball de camp, permet conéixer la incidència dels aspectes sociodemogràfics en l'activitat emprenedora dels jóvens denominats millennials; en la ruralitat d'Antiòquia, trobant-se que els que tenen una major activitat són persones pertanyents a classes altes majoritàriament hòmens, amb estudis de postgrau, provinents de famílies on els pares tenen almenys titulació universitària, amb situació diferent de la solteria i amb un rang d'edat que oscil·la entre els 32 a 38 anys. En sext lloc, s'analitze la competitivitat de les empreses reportades pels participants de l'estudi, per mitjà d'un índex multidimensional trobant-se que la competitivitat de les iniciatives es podria catalogar com mitja, només exceptuant-se alta en pocs casos i notant-se que els punts amb més dificultat són estratègia competitiva i màrqueting. Finalment, s'analitze l'activitat emprenedora en funció de la intenció emprenedora, l'edat de l'enquestat, l'edat de l'empresa definida segons els criteris del projecte GEM i l'índex de fre, el qual abrivament un model logit multinomial que mostra la incidència d'estos factors en / [EN] Rural entrepreneurship is a developing area and motivates the interest of governments and actors involved in the search to revitalize spaces that have historically been marginalized by the migration of the population in search of opportunities in urban areas and the escape from an armed conflict of more than 50 years as is the case of Colombia, being a country that has a large rural area that reaches 96% of the territory. The improvement in the perception of security due to the peace process signed in 2016 in Havana (Cuba) and the decrease in the armed conflict in departments such as Antioquia, which also has an important rural vocation, allows the development of new business ventures in areas previously closed to the armed conflict. Motivated by the above, this work explores the entrepreneurial activity of students connected to rurality, such as those from the Faculties of Agrarian Sciences of the Department of Antioquia. The first part of the thesis focuses on a bibliographic review of the evolution of the role of the rural entrepreneur and the concept of entrepreneurship itself. This part shows a change in the concept of moving from the creation of companies only thinking about the agricultural function, to the creation of companies that are not necessarily agricultural but are located in a rural territory, which allows for other types of enterprises and a new way of seeing rural entrepreneurship. The second part of the thesis explores the regulatory framework in Colombia for entrepreneurship, showing that despite having a large rural extension that reaches 99% of the country's territory, legislative development and support for rural entrepreneurship is poor, which is why it becomes an opportunity to develop these territories in a post-conflict framework in Colombia. Thirdly, the preliminary exploration through the development of an exploratory phase of fieldwork through the documentation of case studies, it could be noted that the young participants are interested in developing entrepreneurial bets in rurality and generate employment, they are not necessarily motivated by money, they use innovation and creativity to compensate for market imbalances, although there are difficulties due to the lack of state support, regulatory framework, difficulties in accessing funding and the non-existence of an ecosystem of rural entrepreneurship. Fourth, the drivers, barriers, and motivations for rural entrepreneurship were identified through consultation with experts and the Delphi method, which made it possible to construct an instrument for which the respective reliability tests were carried out on both the suitability of the experts and the outcome of the variables themselves. Fifthly, the development of the fieldwork, allows us to know the incidence of the sociodemographic aspects in the enterprising activity of the young people called "millennials" in the rural areas of Antioquia, being found that those who have a greater activity are people belonging to high classes, mainly men, with postgraduate studies, coming from families where the parents have at least a university degree, with a situation different from that of being single and with an age range that oscillates between 32 and 38 years old. In sixth place, it was analyzed the competitiveness of the companies reported by the participants of the study, through a multidimensional index being found that the competitiveness of the initiatives could be cataloged as average, only excepting high in few cases and noticing that the points with greater difficulty are competitive strategy and marketing. Finally, the entrepreneurial activity was analyzed according to the entrepreneurial intention, the age of the respondent, the age of the company defined by the criteria of the GEM project, and the braking index, which gave a multinomial logit model that shows the impact of these factors on the probability of entrepreneurial activity... / Arias Vargas, FJ. (2021). Actividad emprendedora de los millennials en Antioquia (Colombia) [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/164046

Millennials are not as committed to charity as the generations before them. Millennials have also been proven very difficult to attract, which is problematic since Millennials are the future donors’ charity organizations must depend on. The purpose of this study is therefore to identify possible patterns, relationships and opportunities that would make Millennials donate to charity. The study presents the current situation of charity on the Swedish market, which follows by an introduction for how non-profit promote themselves and do their marketing. This leads to the research question: How should charity organizations promote themselves to get Millennials to become loyal? This study applies a qualitative research strategy. The primary data has been collected through semi-structured interviews with five representatives from five different charity organizations. All five organizations work with international projects.   The result shows that the five organizations have knowledge about how to market to attract and engage Millennials, but they do not apply this knowledge. The result presents four paradoxes. We consider that the perception of these paradoxes, as well as responding to them, determines the charity organizations outcomes and overall ability to attract Millennials. The result also shows that to engage with Millennials and create long-lasting relationships, charity organizations marketing must be innovative, cool, and creative with repetitive messages. Charity organizations also must use the communication channels that Millennials engage with. The result has given rise to the "Interactional Model for Targeting Millennials", which is built on 11 key factors that charity organizations must apply to establish, develop and maintain a relationship with Millennials.

Den svenska arbetsmarknaden står inför stora förändringar gällande generationer. Baby boom generationen kommer inom snar framtid att gå i pension och generation X och generation Y tar över arbetsmarknaden. I takt med att baby boomers lämnar arbetsmarknaden går man även miste om viktiga och nödvändiga kunskaper som denna generation erhåller. Ett stort tomrum uppstår som de nästkommande generationerna måste fylla. Däremot har generation X och generation Y andra kunskaper som kommer att vara betydelsefulla. Denna studie syftar till att fördjupa förståelsen för ledarskap i relation till generationer på arbetsplatsen. Syftet är att beskriva och analysera vilka förväntningar generation X och generation Y har på ledarskap samt vilken typ av ledarstil dessa generationer föredrar. Utifrån detta syfte har två frågeställningar formulerats: “Vilka förväntningar har generation X respektive generation Y på ledarskap?” och  “Vilken typ av ledarskapsstil föredrar generation X respektive generation Y på arbetsplatsen?”. Studiens empiriska material har samlats in genom tio stycken semistrukturerade intervjuer med en fenomenologisk förståelseansats. Resultatet som framhölls i studien är att det förekommer generationsskillnader kopplat till ledarskap och ledarstilar, men att dessa återfinns i små variationer. Exempelvis förväntade sig generation X mer tydlighet medan generation Y förväntade sig en högre grad av delaktighet. Analysen av det empiriska materialet indikerar på att åldersintervallet man är född inom har präglats av historiska händelser. Detta kan ligga till grund för individens synsätt och uppfattningar men betydelsen av att inkludera yttre faktorer såsom uppväxt och bakgrund är viktiga då ett pålitligt resultat inte endast kan baseras på ålder. Slutsatsen i studien blir således att man inte kan kategorisera in generationerna i enbart ett traditionellt eller modernt ledarskap, inte heller en renodlad auktoritär eller demokratisk ledarstil. Både generation X och generation Y har fler förväntningar som går hand i hand med ett modernt ledarskap, men med inslag av traditionella synsätt. Generationerna föredrar även till stor del en demokratisk ledarstil, däremot med vissa auktoritära inslag. / The Swedish labor market is facing major generational changes. The baby boom generation will soon retire and Generation X and Generation Y will take over the labor market. As baby boomers leave the labor market, important and necessary skills that this generation acquires are also being lost. A great void is created that the next generations must fill. However, Generation X and Generation Y have other skills that will be significant. This study aims to deepen the understanding of leadership in relation to generations in the workplace. The aim is to describe and analyze what expectations generation X and generation Y have for leadership and what type of leadership style these generations prefer. Based on this aim, two questions have been formulated: "What expectations do generation X and generation Y respectively have of leadership?" and "Which type of leadership style do generation X and generation Y prefer in the workplace?". The study's empirical material has been collected through ten semi-structured interviews with a phenomenological understanding approach. The result highlighted in the study is that there are generational differences linked to leadership and leadership styles, but that these are found in small variations. For example, Generation X expected more clarity while Generation Y expected a higher degree of participation. The analysis of the empirical material indicates that the age range one is born into has been marked by historical events. This may be the basis of the individual's approach and perceptions, but the importance of including external factors such as upbringing and background are important as a reliable result cannot be based solely on age. The conclusion of the study is thus that you cannot categorize the generations into only traditional or modern leadership, nor a purely authoritarian or democratic leadership style. Both Generation X and Generation Y have more expectations that go hand in hand with modern leadership, but with elements of traditional approaches. The generations also largely prefer a democratic leadership style, but with some authoritarian elements.

De ledande revisionsbyråerna på den svenska marknaden präglas av en hög säsongsbaserad arbetsbelastning samt en hög personalomsättning. Mängden revisorer har minskat markant under de tre senaste decennierna samtidigt som den yngre generationens värderingar har förändrats. Studien syftar till att undersöka den rådande psykosociala arbetsmiljön inom branschen och hur den uppfattas av aktiva revisorsassistenter. Vidare undersöks om miljön haft en inverkan på de individer som valt att lämna branschen. Den tidigare forskningen kring revisionsbranschen är relativt omfattande. Det saknas dock studier på hur de som befinner sig längst ned inom den hierarkiska stegen uppfattar och upplever den arbetsmiljö som de omfattas av. Den empiriska datainsamlingen utfördes genom tio intervjuer. Hälften av studiens deltagare arbetar aktivt som revisorsassistent, och den andra hälften har tidigare arbetat som revisorsassistent men lämnat yrket helt. För att bygga en användbar modell att analysera det empiriska resultatet har studien utgått från de teoretiska begrepp Eklöf (2017) använder sig av för att definiera den psykosociala arbetsmiljön. Det framkom att de ledande byråerna visar tydliga brister i arbetets psykiska krav samt att det finns en problematik gällande arbetsrelaterade normer och en bristande organisatorisk rättvisa. Det synliggjordes samtidigt att assistenter upplever resurser i form av stimulans och egenkontroll, ett socialt stöd, ett bra teamarbete, en anställningstrygghet och att arbetsplatsen inte präglas av konflikter eller mobbning. Beroende på hur egenskaperna värderas kan en individs incitament till att lämna yrket påverkas positivt eller negativt. Slutsatsen blev därför att de ledande revisionsbyråerna präglas av en bristande psykosocial arbetsmiljö, vilket enligt studien haft en påverkan på incitamenten att lämna yrket. Studien påvisar dessutom att den upplevda psykosociala arbetsmiljön bygger på subjektiva värderingar och att upplevelsen på så sätt varierar mellan assistenterna. / The leading auditing firms in Sweden are characterized by a high seasonal workload and high staff turnover. The number of auditors has decreased over the past three decades, while the values of the younger generation have changed. The study is written in Swedish and aims to examine the prevailing psychosocial work environment in the industry and how it is perceived by currently active audit assistants. Moreover, the impact on the individuals who have chosen to leave the industry will be examined. Previous research on the auditing industry is relatively extensive. However, there is a lack of studies regarding how the individuals situated at the bottom of the hierarchy perceive and experience the work environment they are covered by. The empirical data collection was performed through ten interviews. Half of the study participants work actively as audit assistants, and the other half have previously worked as audit accountants but left the profession completely. To build a useful model to analyze the empirical result, the study has been based on the theoretical concepts that Eklöf (2017) uses to define the psychosocial work environment. It emerged that the leading agencies show clear shortcomings in the work's psychological demands and that there are problems with work-related norms and a lack of organizational justice. At the same time, it was made clear that assistants experience resources in the form of stimulation and self-control, social support, good teamwork, job security and that the workplace is not characterized by conflicts or bullying. Depending on how the qualities are valued, an individual's incentive to leave the profession can be affected positively or negatively. The conclusion was therefore that the leading auditing firms are characterized by a lack of psychosocial work environment, which according to the study had an impact on the incentives to leave the profession. In addition, the study also shows that the perceived psychosocial work environment is based on subjective values and that the experience thus varies between the assistants.