In her diploma thesis, the author deals with the Quarter-life crisis and the experience that Czech Millenials have with this phenomenon. Given that Quarter-life crisis is a relatively new concept that has not yet been greatly explored by academics, the author devotes a part of the thesis to a detailed account of the knowledge on this phenomenon that is currently available, with a considerable part coming from popular psychology and popular science books. The theoretical part of the thesis further describes the social change that enabled the emergence of a new period in psychological development - the "emerging adulthood" and the associated Quarter-life crisis, its development as a concept and academic recognition. The work further describes the generation of Millenialls currently associated with this crisis and their characteristics making them susceptible to experience this crisis. The practical part is a qualitative research on the experiences of Czech Millenials, who are going through or have gone through this crisis. The research results are analysed with an consideration of the specifics of the Czech environment and unique factors that can influence the experience with this phenomenon.

Studiens avsikt har varit att studera en ny, indirekt, inriktning av forskningsfältet upplevelseekonomi (experience economy) som inte tidigare behandlats, till skillnad från fältets klassiska, direkta inriktning. Studien har avgränsats mot dokusåpor, då det idag kan anses vara en del av den “nya”, indirekta upplevelseekonomin i dagens post-moderna samhälle. Fältet har tidigare avsett ett direkt värdeskapande som kommit till följd av produkter och tjänster, men idag avser upplevelser även indirekta sinnesintryck som skapas av andra, exempelvis genom att titta på dokusåpor där vi upplever genom att titta på deltagarnas känslor och miljöer. Studien har försökt att studera hur denna indirekta inriktning kan påverka vår uppfattning av äkthet, det vill säga verklighets-uppfattning, när det gäller att särskilja simulationer från verklighet, även kallat hyperverklighet. Vidare har studien avsett att undersöka millennier, (de som är födda mellan år 2000 och 2010, och har haft tillgång till teknik och sociala medier allt sedan uppväxten), och hur deras uppfattningar och känslor kring kärleksrelationer påverkats av de sinnesintrycken från dokusåpornas innehåll som många gånger fokuserar på drama för att skapa underhållning (exempelvis Paradise Hotel, Love Island, Bonde söker fru, Middag med mitt ex etc.). Den huvudsakliga slutsatsen från studien är att millenniers uppfattning av kärleksrelationen kan påverkas till följd av de sinnesintryck som uppkommer vid konsumtion av dokusåpor. Studien tyder också på att tillit och externa faktorer som ekonomi och politik idag spelar lika stor roll, om inte större roll, i kärleksrelationer, än kärleken i sig. / The purpose with this study has been to examine a new, indirect alignment in the field of experience economy. The field has not previously been studied, unlike the more classical, direct approach of the field. The study has been delimited, and thus only reviews the recent phenomenon, reality shows - a phenomenon which in recent times has seemed to increase significantly and is an example of the “new”, indirect experience economy in today’s postmodern society. Previously, the field of research put its main focus on the development of products and services, but as for today experiences are created in new ways, by a different kind of stimuli. such as sensory expressions given by other people in our surroundings. The study examines how this indirect alignment can affect our perception of what is fake and what is original (authenticity), also called hyperreality. Furthermore, the study reviews how millennials’ (those who were born between 2000 – 2010, and furthermore have had access to the digital technology and social media all their life) feelings and perceptions of relationships (of love) are influenced by the consumption of reality shows whose content mostly depicts drama (for example Paradise Hotel, Love Island, Bonde söker fru and Middag med mitt ex). The main conclusion of this study is that millennials’ expectations of relationships (of love) can be affected by the sensory impressions received from other people or from the experiences received by consuming reality shows in a frequent manner. The study also indicates that trust and other external factors, such as economics or politics, as for today play a bigger role in the development of long-lasting relationships (of love). Love (expressed in feelings) itself tends to be secondary and not nearly as important.

The consumption has increased by 40% in just a few decades, which has given a negative impact on the environment. At the same time, millennials also called generation X, have a huge purchasing power compared to other generations. A major problem of unsustainable clothing consumption is fast fashion. Millenials are the biggest target group for fast fashion companies and are those who buy more products than any other target group. Through this thesis, we want to provide with motivation, attitude and values for both sustainable consumption and unsustainable consumption. The aim is to investigate the target group of millennials and their attitudes towards environmentally consciousness and what motivates them in their purchase decision when it comes to clothing consumption. This should, among other things, make it easier for marketers to know how to best reach out to the group who has the highest purchasing power. Through 20 qualitative in-depth interviews with as many men as women, they have been interviewed regarding their views, attitudes and behavior regarding clothing consumption and sustainable clothing consumption. The study's results show that many millenials are not ready to buy green clothing for various reasons such as pricing and trust in companies. Other interesting discoveries about norms and self-image is also emerged. / Konsumtionen har ökat med 40 % på enbart några decennier vilket har en negativ påverkan på miljön. Samtidigt så har millennials alltså generation X, har en enorm köpkraft jämförelse med de andra generationerna. Ett stort problem av ohållbar klädkonsumtion är fast fashion där millenials är de som är den största målgruppen för företag och de som köper mer produkter än några målgrupper. Genom detta arbetet vill vi förstå millennials motivation, attityd och värderingar till både hållbar konsumtion och ohållbar konsumtion. Syftet är att undersöka målgruppen millennials attityd till miljömedvetet konsumerande, samt vad som motiverar dem i köpbeslutet när det gäller klädkonsumtion. Detta ska bland annat underlätta för marknadsförare att veta hur de på bästa sätt kan nå ut till en av de mest köpbenägna samhällsgrupperna. Genom 20 kvalitativa djupintervjuer med lika stor del män som kvinnor har de intervjuats angående deras åsikter, attityder och beteende kring klädkonsumtion och hållbar klädkonsumtion. Studiens resultat visar att många inte är redo att handla hållbara kläder av olika anledningar så som prissättning och tilltro till företag. Även andra intressanta upptäckter kring normer och självbild framkom.

Background In recent years, with the rapid development of e-commerce in China, various online media and digital social platforms have attracted more users, and online marketing has gradually replaced traditional marketing strategies. The increasing frequency of online shopping by Chinese consumers, especially millennials, presents a huge opportunity for influencer marketing. Influencers with a large number of followers have been used by many companies as online marketing tools. To deeply explore the reasons why Chinese millennial consumers buy products recommended by the influencer, the Theory of Triadic Influence (TTI) was used as the theoretical basis to form the theoretical framework of this study after a review of academic literature, and various factors such as Chinese culture, different industries, personal influence stream, environment, and social environment should be considered. Purpose The purpose of this research is to study the factors that affect Chinese millennial consumers to follow the recommendations of influencers in purchasing sports products through Taobao, Tik Tok, or Weibo. MethodIn this quantitative research, 362 Chinese respondents' data were collected through an online questionnaire. The data of the 302 sample were tested and analyzed by SPSS software since they were referring to Chinese millennials who have followed influencers and purchased sports products online. Conclusion According to the data analysis results of this study, behavior control, self-efficacy, and attitude will actively promote Chinese millennial consumers' purchase intentions of sports products recommended by influencers. Finally, social norms are related to Chinese culture, which may explain why this hypothesis does not significantly predict consumers' online purchase intentions. Therefore, this study could provide suggestions for influencers and online retailers to help them improve the online purchasing intention of Chinese millennial consumers, and thus improve the sales and profit. On the other hand, this study can help consumers understand the marketing strategies of influencers to achieve the purpose of helping them to make more rational consumption.

Background: Electronic commerce has recently been seen as a very auspicious service of technology witnessed in the last decade. Several types of e-commerce initiatives include very modernized and upgraded facilities such as smart cards, online retailing, and remote payments that help make the payment process faster and more consistent. Therefore, there is a need to explore the factors from payment methods that influence a change in the purchasing behavior of a customer, due to the fact that constant development in technology is occurring. Furthermore, due to the ability to access and control digital technology, millennials are believed to be destined for a current business and have a significant impact on the corporate world. Therefore, this thesis contributes to the research on the effect of payment methods on millennials’ purchase behavior by exploring millennials in the context of clothing e-commerce in Sweden.   Purpose: The purpose of the thesis is to understand how electronic payment methods influence purchase behavior of millennials in Sweden in the clothing e-commerce.    Method: The study follows interpretivism philosophy due to integrating human interest and meaning. For a more in-depth understanding, the research used qualitative methods by conducting individual in-depth semi-structured interviews. The data was collected by fifteen millennials in Sweden and analyzed within the thematic analysis.   Conclusion: The results show that payment methods tend to influence millennials in Sweden differently depending on several factors such as trust, ease of use, and time consumption. The findings showed that the easier it is to use the payment method, the faster and smoother it is for millennials to complete the purchase. Moreover, when the website is organized and well-designed, there is a higher demand for purchasing from it, which leads to trust in the website and the operated payment methods in it to a higher extent. Hence, establishing the trust and credibility of the selected payment method was one of the essential points of the purchasing process. Additionally, certainty, reliability, and suspiciousness were highly taken into consideration when purchasing products from countries other than Sweden, as their operating payment methods vary significantly.

Purpose: The purpose of particular study is to explore individuals’ perceptions of knowledge sharing and its obstacles in a multigenerational engineering company. This study focuses on two groups of individuals: employees and managers. The perception of knowledge sharing and how differently generations perceive it is covered in this study. The obstacles which could occur during knowledge sharing between different generations in the engineering field are explored. The role of management in knowledge sharing processes is also covered. Methodology: To explore individuals’ perceptions of knowledge sharing and its obstacles in a multigenerational engineering company. A qualitative research approach was applied, using single company case study strategy. The case company is one of the leading construction engineering companies in Latvia. The primary data was gathered by conducting 12 semi-structured interviews, 3 interviews per every generation (Millennial, Generation X and Baby boomer) and 3 interviews with managers. The secondary data was obtained from the company, which included internal documents covering the general information about the company, guidelines and policies. By the usage of primary and secondary data triangulation of the study was reached. Findings: The thesis provides analysis of knowledge sharing and its obstacles within the multigenerational workforce of a construction engineering company. The perceptions of three generational cohorts such as Baby Boomers, Generation X and Millennials are presented. The conceptual framework for the study was built on the basis of three dimensions such as organizational. individual and technological obstacles. Based on the conceptual framework, authors brought up several propositions which supported the analysis process. The analysis showed that there are differences in perception of knowledge sharing and obstacles connected with it between engineers of different generations. Originality: There has not been any research about knowledge sharing between different generations in Latvia nor in Northern Europe, in general. The engineering field is a knowledge intensive sector, therefore knowledge sharing is crucial. Labor force still contains three different generations, thus it is important to explore whether engineering companies in Latvia have faced knowledge sharing obstacles, as it is a rapidly developing sector in this particular country.

Se realizó la siguiente tesis con la finalidad de entender el uso que los Millennials le dan al internet antes, durante y después de un viaje. Es decir, se busca comprender como usan este medio para cumplir su objetivo principal: lograr una buena experiencia turística percibida. Se selecciona a este segmento de jóvenes por la alta importancia que tienen en el sector turismo y por ser el grupo que, a la fecha, es el que representa el mayor crecimiento de esta industria. Además de ello, se han vuelto relevantes al demostrar que son potenciales viajeros que están en constante uso de internet. Por dichos motivos, los Millennials se han convertido en el nuevo público objetivo de muchas empresas del rubro y un caso de interés para organismos como PROMPERÚ. Los resultados de las encuestas analizarán y responderán la incógnita principal: ¿Cómo es el uso del internet en la experiencia turística percibida antes, durante y después del viaje en Millennials de Lima Metropolitana comprendidos entre los 22 y 37 años que viajan dentro del Perú?. Además de ello, se buscará responder los cuatro objetivos secundarios que giran alrededor del problema principal: cómo es que realizan la búsqueda de información ante un viaje, conocer si realizan publicaciones en internet sobre su experiencia y comprender como lo hacen, entender cuáles son las motivaciones que tienen para utilizar este medio y describir si la expectativa de este viajero se cumple cuando realiza una evaluación después de su viaje. / The focus of this thesis is to understand the different ways that Millennials use the internet through out a trip. Explicitly, the use of the internet to achieve an optimal touristic experience. Millennials were selected for this study due to their high influence to the tourist industry and for contributing the most to the growth of this sector. In addition to this, they are considered relevant due to their high internet engagement and constant use throughout their trips. It is due to this that Millennials have become the new target group for many business related to Tourism or other institutions such as PROMPERU. The survey results aim to answer the following question: How does the use of the internet affect the perception of the overall touristic experience throughout the trip for Millennials from Metropolitan Lima of ages 22 to 37 that travel within Peru? In addition, the study aims to answer four objectives that gravitate around the main problem: understand how is the target group searching for information before their trip, if they generate posts portraying their experience during their trip, comprehend their motivations behind their reasons for the internet usage and understand whether their expectations were met by analyzing their survey answers after a trip. / Tesis

The United Methodist Church (UMC) in America has seen a steady decrease in the number of millennials who regularly participate in the life of the church. In my own church, Ellensburg United Methodist Church (EUMC), one of the fears many congregants have is that while we seek to adapt in order to reach millennials, we may forfeit our Wesleyan heritage. This project seeks to develop a strategic plan to guide the growth and development of EUMC that’s focused on engaging millennials and increasing the congregation’s knowledge of our Wesleyan heritage, utilizing Aubrey Malphur’s model for advanced strategic church planning.

Background: The phenomenon of CSR has become an increasingly adopted strategy among companies, as a result of the frequent discussion on climate change. At the same time, consumers have attained further awareness regarding sustainability and how consumption impacts the environment. Further, the fast fashion industry has been highlighted as one of the most harmful and unethical industries that negatively impacts the environment and lives of all. Thus, it is interesting to explore which factors influence consumers’ purchase decisions, and determine whether sustainability and CSR are taken into consideration. Purpose: This thesis aims to explore millennial consumers’ attitudes toward Corporate Social Responsibility (CSR), as well as which factors consumers take into consideration when they are making purchase decisions. Method: In order to meet the research objectives, data has been collected with exploratory and qualitative methods. The research philosophy follows interpretivism, and adopts an abductive approach. Furthermore, 13 semi- structured interviews were conducted, which aim to explore and provide and understanding for consumers’ attitudes and perception. Interview participants were selected based on a purposive sampling method, with two identified criteria. Additionally, a coding system was constructed based on the literature review, which was used to analyse the data collected from the interviews. Conclusion: The results, extracted from the empirical data and analysis, suggest that there are two categories with factors influencing millennial consumers’ purchase decisions. The first category includes product related factors, whereas the other category includes a number of consumer related factors. The empirical results further conclude that the participants generally experience positive attitudes toward sustainability and CSR, while product related factors are more influential in the decision-making process.

Background:                Diseases caused by nutrition-related factors are globally increasing. Consumers can use help making healthier food choices. Nutrition labeling, front-of-pack, in particular, is reviewed as an important policy tool to assist consumers in this matter. Research found that front-of-pack nutrition labeling is influencing consumer’s product choice but no study researched the influence on Millennials while they are the most interesting consumer group of these times due to their large size and increasing power.   Purpose:                  Explore how Front-Of-Package Nutrition Labeling (FOPNL) is influencing Millennials to make healthier food purchasing decisions.   Method:                       To attain the purpose, a qualitative study was conducted. A theoretical framework was created to evaluate excising factors related to FOPNL that are influencing consumer purchasing behaviour. To create in-depth insights on the influence of front-of-package nutrition labeling on Millennials, 18 semi-structured interviews have been conducted.   Conclusion:                 The results show that the influence of FOPNL on Millennials is dependant of the type of label. Currently, the main problem concerning all FOPNL types is the lack of believability of these claims, which makes them less influential on Millennial purchasing behavior. Even though, interpretive nutrient-specific claims are perceived as the most influential FOPNL type. Additionally, the influence varies depending on trial or repeat purchase.