It is argued that the new generation called Millennials are being needy, disloyal and narcissistic, and need more attention than previous generations. This is an issue for organizations and managers considering that employed Millennials have higher turnover intention, thus will not stay for as long as prior generations which further contributes to large costs for the companies. Consequently, managers will have an advantage of understanding what is motivating Millennials in order to facilitate for the workforce to perform to the highest extent whilst being employed for the company. As a result, the purpose of this thesis was to examine if previous conducted studies regarding motivation and Millennials were applicable to employed Millennials in Sweden. Furthermore, we wanted to more specifically examine if job satisfaction, work-life balance, organizational commitment and feedback were of importance since those factors has been argued to be highly influential regarding what is motivating this new workforce. Motivation can further be divided into intrinsic motivation and extrinsic motivation, where the former can be described as the drive that comes from within whilst the latter describes that the drive is the result from external factors. Our research question was as a result: Do job satisfaction, work-life balance, organizational commitment, and feedback have an effect on intrinsic motivation and extrinsic motivation among Millennials working in Sweden? To answer the research question and fulfil the purpose of our thesis, we conducted a quantitative study by publishing a questionnaire online in order to reach Millennials working in Sweden since most previous studies conducted has been more focused on a qualitative nature within Anglo-Saxon countries. When analysing our results from the survey we could conclude that organizational commitment had a significant positive effect on both intrinsic motivation and extrinsic motivation, whilst work-life balance had a significant negative effect and unfavourable feedback had a significant positive effect on the sample ́s extrinsic motivation. To conclude, the theoretical contribution of this study has been to further provide knowledge regarding Millennials and more specifically employed Millennials in Sweden. Lastly, since we both are students enrolled in the Master’s program in Management, our focus has been on managerial considerations and has therefore contributed to results that can be of advantage to managers and organizations regarding how they can both motivate their new workforce in addition to obtain greater knowledge of understanding them and their needs.

Syftet med studien var att undersöka hur anställda upplever det att samverka och arbeta i en värdestyrd organisation med uttalad värdegrund. För undersökningen tillämpades en kvalitativ metod i form av tematisk analys. Datainsamlingen bestod av tio intervjuer med open-structure. Inklussionskriterierna krävde att deltagarna hade arbetat i en värdestyrd organisation i minst sex månader. Den tematiska analysen genererade fyra teman: "Meningen med arbetet" beskriver hur de anställda hittar och upprätthåller syftet med deras arbete. "Gemenskapens betydelse" beskriver individernas känsla av gemenskap inom organisationen, uppbyggnad av relationer genom organisationen, vad som krävs för att vara en del av den stora gemenskapen samt vad som händer när individen inte känner sig delaktig. "Bekräftelse från omgivningen" speglar individernas tankar kring att jobba på organisationer med uttalad värdegrund, hur de uppfattas av omgivningen och hur det influerar dem att bli en del av varumärket. Det sista temat "Att leva upp till värdegrunden" beskriver tankarna om att dela värdegrunden och vad som händer när värdegrunden matchar deras egna värderingar samt de konsekvenser som uppstår när individen inte delar organisationens värdegrund. Resultaten visade att det krävs mycket engagemang och energi från individer som arbetar i värdestyrda organisationer. Något som i sin tur inte passar alla. När det blir fel kan individen börja ifrågasätta sin egen tillräcklighet som person. Känner individen däremot att värdegrunden matchar, blir organisationens värdegrund en del av individen.

Background Influencer marketing has evolved from traditional marketing strategies such as print ads, celebrity endorsement, and digital marketing. Influencer marketing is in comparison to the previously used strategies a new phenomenon that had its major increase during 2016. An influencer is regarded as a person who has built up a lot of followers on a social media platform such as Instagram, and companies are today widely using these people as a marketing tool to reach out to their target audience in an effective way. Because of this increase in popularity and usage, the authors have investigated how millennial attitudes are affected by these promotional messages, as they are an influential group present online. This to get a better understanding of what is needed to be taken into consideration before starting a collaboration between a business and an influencer. After its rise in 2016, a new marketing regulation was introduced to make consumers aware of the content on social media that is regarded as paid partnership, which has changed how people perceive influencer marketing.  Purpose The purpose of this thesis is to investigate; what reasons affect Swedish millennials’ attitudes by influencer marketing on Instagram and blogs. Method To meet the purpose of the thesis, focus groups were conducted with participants from Jönköping University, belonging to the millennial generation. The data collected was analyzed using categorical indexing, to identify patterns and repeating topics that became apparent during transcription. This research used a deductive approach as it explores and adds on existing literature and an abductive approach during analysis.  Conclusion The overall findings of this research indicate that millennials attitudes are affected by influencer marketing due to several reasons such as the alignment of promotions presented by an influencer, the degree of credibility and trustworthiness of the messages, as well as, an influencer’s change in style.

Ingeniero Civil Industrial / El presente trabajo busca generar propuestas para mejorar el proceso de vinculación de los estudiantes del DII con el mundo laboral. Sin embargo, la poca información disponible hace difícil identificar de aspectos de mejora, sin antes levantar información básica. Es por esto que el trabajo asume el desafío de estudiar los factores determinantes en la búsqueda de un primer empleo. La metodología usada incluye entrevistas a actores relevantes del Departamento y Facultad, junto con encuestas dirigidas a estudiantes de los dos últimos años y egresados del DII, con todo lo cual se realiza un diagnóstico de la situación actual, para luego proponer mejoras. El modelo utilizado para recoger la información consta de tres elementos. El primero consiste en los intereses de los estudiantes que ingresan al mundo laboral, en donde el concepto employer branding entrega una línea base para el estudio. El segundo elemento se relaciona con los mecanismos y canales de búsqueda de empleo. Y el tercer elemento radica en la caracterización y duración de los empleos. El estudio revela que los recién egresados presentan intereses laborales que son acordes con las características de la Generación Y o Millennials, privilegiando el ambiente laboral, desarrollo de carrera, balance entre la vida laboral y profesional, además del sueldo. En cuanto a mecanismos de búsqueda, la red personal de contactos toma especial importancia, al ser el más usado por los recién egresados del DII. Además, el estudio evidenció que la gran mayoría elige la empresa privada para desempeñarse en un primer empleo. La satisfacción del primer empleo es buena en general, sin embargo, esto no asegura que los egresados se mantengan por mucho tiempo en el empleo, ya que la duración en los primeros empleos es de 2 a 3 años en general, resultado que una vez más se condice con la caracterización de la generación de los Millennials. Tras la investigación se concluye que el actual proceso de vinculación del DII con el medio es débil, especialmente en lo que guarda relación con la conexión de los estudiantes con el mundo laboral y empleadores, lo que conduce a que los estudiantes tengan un desconocimiento del sector productivo y no desarrollen sus intereses, competencias y redes para su inserción al mundo laboral. Las propuestas de mejora y recomendaciones van en la línea fortalecer el uso de actividades ya destinadas a mejorar la vinculación con el medio, pero que hoy están escasamente ocupadas. Además, el DII debería promover y poner el foco en la generación de conciencia sobre el autoaprendizaje, gestión de la red de contactos, y la gestión de sí mismo, para incorporarlo en el proceso educativo de cada estudiante, logrando una mejor inserción en el mundo laboral.

Master of Science - Agricultural Education and Communication / Department of Communications and Agricultural Education / Jason D. Ellis / Genetically modified crops have been beneficial to farmers in terms of saved time, money, and energy while increasing yields and often times reducing pesticide dependency. These benefits outweigh the increased costs, allowing genetically modified crops to become one of the fastest adopted farm technologies in history. Despite overwhelming approval of genetically modified crops among farmers, consumers have been hesitant to consume genetically modified food. Consumers see genetically modified food as a risk without immediate reward. Millennial consumers are a powerful population segment that rivals or overtakes other population segments in terms of size, influence, and purchasing abilities. Yet, they are often lumped into one homogenous group by marketers when they are a diverse group comprised of unique segments. The purpose of this study was to better understand how millennial consumers find and process risk information about genetically modified food so that agricultural communicators can better strategize communication efforts. Applying the Situational Theory of Publics and the Risk Information Seeking and Processing Model, this study went one step further by differentiating between Supportive and Non-supportive publics. The research objectives of this study are as follows: 1) Identify the individual characteristics of both Supportive and Non-supportive millennial publics of genetically modified food; 2) Examine relevant channel beliefs of Supportive and Non-supportive millennial publics of genetically modified food; 3) Identify and describe the information gap of Supportive and Non-supportive millennial publics of genetically modified food; 4) Define the perceived information gathering capacity of Supportive and Non-supportive millennial publics of genetically modified food; and 5) Characterize the information seeking and processing behavior of Supportive and Non-supportive millennial publics of genetically modified food. An Internet survey was distributed to individuals between the ages of 18 and 36 within the United States. The majority of Non-supportive publics had a high level of issue involvement and the majority of Supportive publics had a low level of issue involvement. Meaning, the majority of Non-supportive publics are more active about the issue than Supportive publics. Age was found to be correlated with systematic processing and information avoidance with older millennials more likely to systematically process information and less likely to avoid information. Additionally, this study found that regardless of knowledge level, wealthier individuals who do not support genetically modified food are more likely to be actively involved in the issue and wealthier individuals who support the technology are more likely to be passive about the issue. The majority of millennial publics in all eight groups reported a knowledge deficit to some degree. The research also found that heuristic processing was negatively correlated to systematic processing and higher levels of information avoidance were negatively correlated with lower levels of active information seeking. Non-supportive Active publics (high issue involvement/high knowledge) were found to have the highest mean active information seeking and systematic processing scores and lowest mean heuristic processing and information avoidance scores; supporting past findings that knowledge does not always equate to support and that communication practitioners may have trouble changing the opinion of a large portion of Non-supportive publics.

The aim of this interdisciplinary research was to see whether American presidents can reach Millennials more effectively in the digital age while publicly advancing the legislative agenda of their administration. The rationale is that presidents need to gain public support to pressure Congress into passing their legislation; while doing that, they can capture the public’s interest in politics and educate civically the most inattentive audience. To accomplish the task, strategic messaging adequate to digital media is necessary. Millennials appear as having modest interest and knowledge of politics despite their intense presence on digital media. On the other hand, they represent a third of the electorate— also projected to become the most important economic contributors in society — thus constituting an audience that cannot be ignored. Because metaphors are credited with an important role in processing new information and in branding leadership, I propose a category of new metaphors, labeled High Definition (HD) Metaphors that have three characteristics: they concentrate the policy contained in the message, are novel, and are relevant to the targeted audience. The most important claim is that HD metaphors catch the eye of the audience by increasing the message visibility; the corresponding hypothesis is (H1) Presidential messages containing High Definition Metaphors are more salient than their literal counterparts. Second, I argue that HD metaphors facilitate the understanding of the message as they have a contribution to the acquisition of new information; hence the second hypothesis: (H2) Presidential messages containing High Definition Metaphors produce more political knowledge. Last, I claim that metaphors can influence the audience, by producing more agreement with the message; this is reflected in the third hypothesis: (H3) Presidential messages containing High Definition Metaphors are more persuasive than their literal counterparts. To test these claims I conducted an experiment with 251 students in a large American university in the southeast, in which two groups were exposed to written, fictitious metaphorical messages sourced by a fictitious president of the U.S. and two groups received the non metaphorical versions of the messages (literal counterparts). One pair of messages was constructed on a topic of high involvement and the other pair on a topic of low involvement, as determined at a previous date. Statistical analysis indicated that HD Metaphors increase the visibility of the message especially for audiences less interested in the topic. This is a key finding because it suggests that presidents can capture the attention of Millennials who are in general apathetic to the political discourse. On the other hand, HD Metaphors did not produce more political knowledge or more persuasion, in this particular design. The importance of this study is theoretical and practical. It advances a new concept, High Definition Metaphors that was empirically tested with the power of an experiment; future work can build on these findings by detecting other effects. This research also connects theoretical models and concepts from various disciplines, thus enriching the scholarly understanding of issues that are not satisfied within the boundaries of a single field. Most importantly, this research has applicability to practice by informing presidential communication in the digital era; additionally, it can enhance the external strategic communication of leadership in non- governmental and international organizations since HD Metaphors can be adapted to fit any audiences whose attention is desired.

Millennials are often portrayed negatively. To better understand the role news media in perpetuating stereotypes about the generation, we surveyed articles from Sweden’s two major newspapers, Aftonbladet and Dagens Nyheter. Nineteen articles, published between January 2016 to April of 2017, were included in the sample. All were analysed using critical discourse analysis with Norman Fairclough’s three dimensional model. The analysis revealed several tendencies for negative depictions. For example, millennial attitudes towards work were often described as lazy and entitled. In comparisons with previous generations, reports claimed millennials were disproportionately impacted by the harmful effects of technological advancement. Importantly, when these articles contained interviews with millennials or if the writers themselves were millennials, they represented themselves and their generation’s values with the same negative, stereotypical categorisations. Although these themes were more frequent than others, other forms of interpretations of millennials are possible.

The generation of Millennials is becoming a very important segment in today's beauty market, because of their large size, purchasing power and engagement on social media. The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not always loyal to the beauty brands. The concept of what is considered beautiful constantly changes, and there is an aspect of trendiness to the use of cosmetic products. Brands launch new products on a regular basis to follow fashion and because the product lifecycle often is short, and purchasing what is trendy right now might not leave much room for loyalty, as other brands or products are soon trendier. There are constricting views on whether it is possible to achieve brand loyalty among Millennials. Many question the possibility of gaining brand loyalty among this generation, others state that while they could possibly be loyal, this usually only lasts for a short period of time. Although several attempts to establish whether Millennials are in fact brand loyal have been made, few have looked at how marketers view brand loyalty when marketing to Millennials. Therefore, the purpose of this study is to add understanding of how companies in the beauty industry can work to create brand loyalty among Millennials, through a case study of the world leading beauty company, L'Oréal. This exploratory study takes on an inductive research approach, as it aims to add understanding in the field of brand loyalty among the generation Millennials. In order to answer the research questions, five semi-structured interviews were conducted on marketers who are experts in the field of marketing towards Millennials. The results of this study showed that the generation Millennials is an important target group in the beauty industry of today, due to their large size and strong power of choice. There is a congruence between the Millennial self-image and brand image, which proves the importance of a positive brand image. The findings also showed that it is important for companies to speak the language of Millennials but still keep a coherent balance among brands. Offering an experience to Millennials makes them more perceptible to brand loyalty, if the experience is positive, and co-creating brand personalities can help in this endeavor as well. Other valuable findings showed the importance of authenticity and credibility together with of a full range brand portfolio, due to lower incentives to switch between brands. This study contributes with understanding to how marketers in the beauty industry can work towards achieving brand loyalty among the generation Millennials, by giving examples of how five experienced marketers at L’Oréal works with this challenge. Furthermore, the results of this study contribute to the research gap and are applicable in the research area of brand loyalty in the beauty industry. The study uncovered that digital marketing works without paid media, but paid media without digital marketing is not an option. Therefore, one of our recommendations to companies in the beauty industry is to always use digital media while marketing towards the generation Millennials.

No description available.

Crowdfunding innebär ett insamlande av kapital från stora mängder individer, oftast med små belopp vardera, utan användandet av traditionella finansiella mellanhänder. Crowdfunding som investerings- och finansieringsalternativ växte fram efter finanskrisen 2007/2008 då det blev svårare för företagen att få finansiering från restriktiva banker. Med grund i crowdfundingmarknadens novelitet och att företagen som bedriver en crowdfundingkampanj i många fall är små och nystartade, framstår crowdfunding som en riskfylld investeringsform som medför problem för investerare. Nya investeringsbeteenden har uppmärksammats hos generationen millennials där osäkerhet råder huruvida millennials beteende och preferenser liknar tidigare generationer. Studien ämnar därav att utreda vilka problemområden som existerar vid investering i equity-crowdfunding, samt vad som påverkar millennials inför investeringsbeslutet. Studien anammar en kvalitativ metod och omfattar totalt tio intervjuer, varav sju intervjuer med millennialinvesterare (födda mellan 1980-2000) som vardera gjort minst en investering i en equity-crowdfundingkampanj, två intervjuer med yrkesverksamma private equity- managers från Swedbank och Skandia, och en intervju med Nordeas ansvarige för utveckling av Nordeas egen crowdfundingplattform. Studien resulterar i en identifiering av framstående problemområden vid equity-crowdfunding. Problemområden inkluderar ett informationsasymmetriskt underläge för investeraren som gör investeraren motvillig att investera stora belopp. Crowdfundings små investeringsbelopp påverkar mängden utförd due diligence och rationaliteten av due diligence förvrängs av flockbeteendet crowdförtroende, där investerarna förlitar sig på varandras bedömningar och i en form av fear of missing out investerar irrationellt. Millennialgenerationen premierar investeringar där en personlig koppling finns och generationen använder sig av sociala medier för att utvärdera företagen och ägarna. Adverse selection identifieras som ett konkret problem inom crowdfunding gällande equity-crowdfundingkampanjer och studien rekommenderar att lagstiftning bör fattas för att minska det informationsasymmetriska underläget. Studien bidrar med begreppsutveckling och ökad förståelse för equity-crowdfunding och dess olika problemområden, samt uppmärksammar millennialgenerationens förändrade investeringsbeteende. / Crowdfunding is a rising mass funding concept, where a large number of investors each contribute with a small amount, without using standard financial intermediaries. Crowdfunding as an investment and financing alternative started developing after the subprime crisis in 2007/2008. During this period, the economic situation was in decline and banks financing more restrictive. Due to the novel crowdfunding market and the primarily young companies that conduct crowdfunding campaigns, crowdfunding as an investing alternative is considered high risk and uncertain, and entails considerable problems for the investors. New investing behaviour has been recognized in the millennial generation and it is unclear whether they have the same behaviour and preferences as previous generations. The purpose of this study is thereby to examine which problematic areas exist when investing in equity-crowdfunding and what affects millennials investment decision. The study takes on a qualitative method by conducting a total of 10 interviews: seven interviews with millennial investors (born between 1980-2000) who have completed at least one equity-crowdfunding investment, two interviews with professional private equity- managers from Swedbank and Skandia, and one interview with Nordeas Head of Alternative Finance responsible for the development of their crowdfunding platform. The study identifies prominent problematic areas when investing in equity-crowdfunding. An information asymmetric substandard shows impact on the investors’ willingness to invest and especially to invest larger amounts. The small amount invested affects the level of performed due diligence, and wherein the rationality of due diligence is perverted by the heard behaviour crowd trust. Crowd trust is the phenomena where investors rely on each other as quality signals, and due to a fear of missing out, invest irrational. The millennial generation is shown to prefer investments where they have a personal connection with the company or product, and millennials primary source of due diligence is through social media. Adverse selection is identified as a concrete problem in equity-crowdfunding and the study proposes that legislation can reduce the information asymmetric problem. The study contributes with an increased understanding for equity-crowdfunding and its problematic areas, but also with added knowledge for the millennial generation and its investing behaviour.