The new phenomena of brand activism can be used as a communication strategy to reach consumers. The demand for brand activism has increased with the generation of millennials. This research uses a qualitative method to get a greater understanding of how companies use brand activism as a communication strategy to reach millennials. The authors have chosen to study corporate brands since they have a structure within the business where everything that is communicated from the brand will be a lifelong message.  This study is based on a content analysis to get a greater understanding for how brand activism is used and how companies with the help from activism content reach millennials. The companies that have been studied are Nike, Ben & Jerry’s and The Body Shop, which all use brand activism and have millennials as a part of their target audience.  Millennials are an important target audience since they stand for 30% of the population. Therefore it is important to grow and understand their new demands for more ethical and moral brands. This generation wants to contribute to the world and make a change.  The results of this study shows that brand activism engages millennials and has a positive effect on their purchase intentions. Which is important for companies to take into consideration in their corporate branding. The results also show whether or not the companies are bold or not when they chose a subject to take a stand in.

Objective: The aim of this study is to investigate the association between entrepreneurship and health amongst millennials with ethnic minority backgrounds. Methods: Interviews were conducted with 8 people from 8 countries in Europe. The interviews were recorded and transcribed verbatim. Data were analysed using content analysis. Findings:  The content analysis resulted in four categories ‘between despair and hope, ‘the virtues and vices of information technology’, ‘the ethnic background and racial identity as challenge and strength’ and ‘the pressure of being successful’. Conclusion: This study increased the understanding of entrepreneurship in association with health, how millennials from ethnic minority backgrounds face mental health issues due to many factors such as financial difficulties, cultural background, education, race etc. The results indicated the importance of providing safe spaces for millennial entrepreneurs from minority backgrounds to access mental health facilities, guidance, and support in their endeavors.

Los museos tradicionales han ido cambiando a través del tiempo, adaptándose a las nuevas necesidades de sus visitantes, valorando tanto la perspectiva del usuario como la puesta en sala. El avance tecnológico ayuda a optimizar la experiencia de los visitantes, asimismo las redes digitales han logrado difundir con fluidez los destinos turísticos. A raíz de este cambio se generaron nuevos modelos museísticos creando más oportunidades de negocio para el sector turismo; sin embargo, algunos cuestionan ciertos cambios que el museo ha asumido en su gestión, donde expresan que el museo se ha convertido en un nuevo modelo de negocio que dista de ser un servicio público para ser vistos como atractivos turísticos poniendo en duda su ética y sus propósitos como museos. / The traditional museum has been changing through time, adapting to their visitor’s new needs and giving value to the user’s perspective and also the displays on their exhibitions. The technological advance helps to optimize the visitor’s experience and the digital networks have achieved spreading the touristic destinations fluently. Following this change new museum models have been generated, creating more business opportunities for the tourism sector. Nevertheless, some question certain changes that the museum has assume in its management, where they express that the museum has become a new business model that differs from a public service in order to be seen as a tourist attraction, doubting its ethics and identity. / Tesis

Ett hållbart agerande har gått från att vara en trend till att bli ett måste för välfärden av framtida generationer. EU har genom sina hållbarhetsmål försökt påverka länder att bli mer klimatsmarta, vilket både företag och konsumenter är eniga om är ett orosmoment som måste förbättras. Den största konsumentgruppen i Sverige är millennials och de har ett attityd- beteende gap gentemot hållbar konsumtion. De tycker det är viktigt att konsumera hållbart men agerar inte enlighet med detta. Genom cause related marketing (CRM), kan företag influera konsumenter att stödja ett gott syfte genom konsumtion samtidigt som de själva tjänar på det. Att arbeta mot ett specifikt syfte är en trend som lär hålla i sig men det är viktigt att företag tänker igenom sin kampanj innan de marknadsför den. Tidigare studier på CRM har nämligen visat att millennials kan vara kritiska mot denna typ av marknadsföringsstrategi, men om företagen använder det på rätt sätt så kan det vara gynnsamt för både konsumenter, företag och syfte. Våra fokusområden i denna studie är hållbar konsumtion, millennials och CRM, vilka vi valt att kombinera till en frågeställningen som lyder: Hur motiveras millennials till hållbar konsumtion genom CRM? Studien syftar till att skapa en djupare förståelse för millennials motiv för hållbar konsumtion och hur CRM kan uppmuntra detta. Studien har utgått från tidigare forskning inom de två ämnesområdena hållbar konsumtion och CRM, för att sedan knytas samman genom konsumenters bakomliggande motiv. Detta sammanställdes i en teoretisk modell för hur CRM spelar in på hållbar konsumtion. Studien har en kvalitativ karaktär där åtta semi-strukturerade djupintervjuer genomfördes i kombination med projektiva tekniker. Respondenterna valdes ut genom ett bekvämlighetsurval, och den insamlade datan transkriberades för att senare kodas. En tematisk analys har genomförts för att analysera empirin, och resulterade i fyra globala teman: hållbara influenser, uppmuntran, insikt och autencitet. Resultatet visar att det framförallt är genom egoistiska motiv som millennials motiveras till hållbar konsumtion. De altruistiska motiven har också en betydande roll, men av en indirekt karaktär, medan egoistiska motiv har en direkt påverkan på köpintentionen. Dock måste millennials vara mottagliga för CRM för att överväga att köpa produkter från en CRM kampanj. Vi vill även poängtera vikten av en väl utformad kampanj, då detta kan väga upp för andra bristande faktorer. CRM har således potential att minska attityd-beteende gapet och motivera millennials till hållbar konsumtion. Slutligen diskuteras teoretiskt bidrag, praktiska rekommendationer till företag, direktioner för fortsatt forskning samt samhälleliga och etiska implikationer.

Thesis (MTech (Business Information Systems))--Cape Peninsula University of Technology, 2019 / The recent generation of students, often referred to as ‘Millennials’, are generally familiar with computer games and therefore learn mostly through virtual experiences from game playing. A high failure rate due to the lack of critical thinking (CT) skills among tertiary students still persists, despite the implementation of CT enhancing programmes and frameworks. The aim of this research was to explore the effect of gamification on the critical thinking skills of Information and Communications Technology (ICT) students. A single pre-and post-quasi-experimental research strategy with a pragmatic perspective research approach was followed. Mixed methods research with self-administered semi-structured questionnaires and interviews was employed. In total, 182 questionnaires distributed to students were analysed pre- and post-intervention, and five (5) interviews were conducted with the relevant lecturers post-intervention. The data were summarised and categorised by applying thematic analysis. All participants volunteered to be part of the study, and they were informed of the confidentiality and anonymity of the research before partaking in the study. From the inductive study results, it was found that CT is already an integral part of the subject content being taught to the students. The experimental learning environment did not result in significant domain-general CT compared to the control environment. Judgement was the only CT skills element showing a significant improvement from pre- to post-results on the respondents’ overall CT. Gamification can be an effectual instrument to enhance CT skills, as it enables the retention of knowledge through play by motivating and stimulating inquisitiveness among students.

El presente trabajo se elaboró bajo la perspectiva del incremento por el interés del turismo nacional de los millennials de los NSE B y C, por lo que nació la idea del APP Guía-me, para facilitar información actualizada y real de lugares y actividades turísticas que cuenta el Perú a nivel nacional, la misma que contará con un audio guía que narrará las historias de los lugares turísticos. Los millennials son una generación del mundo digital y la practicidad, buscan información de manera rápida y para ello es necesario que sea segura y actualizada. Para comprobar nuestro supuesto, se realizó una investigación por medio de encuestas a nuestros clientes potenciales que nos permitió conocer que existe una falta de información turística actualizada y rápida en este tipo de servicio. En la actualidad la tecnología avanza cada vez más, por lo que el cliente también se vuelve digital y exigente, convirtiéndose en un público que necesita encontrar información rápida y actualizada de nuevos sitios turísticos, promociones, descuentos, así como información de restaurantes y hoteles que brinde seguridad y garantía al viajero, además que esté acorde con su presupuesto. Aprovechando el uso de las redes sociales como el Facebook, se realizó un testeo con dos anuncios para comprobar el interés del público objetivo en distintas fechas y con las mismas características del servicio, en el que 5,158 personas vieron el anuncio en el años 2019 y obtuvimos 42,392 en el año 2020, lo que refuerza el interés de conocer un nuevo servicio. / The present work was prepared under the perspective of the increase by the interest of the national tourism of the millennials of the NSE B and C, so the idea of ​​the APP Guide-me was born, to provide updated and real information of places and tourist activities that Peru has a national level, which will have an audio guide that will tell the stories of tourist places. Millennials are a generation of the digital world and practicality, they seek information quickly and for this it needs to be safe and up-to-date. In order to comprove our assumption, an investigation was carried out through surveys of our potential clients that allowed us to know there is a lack of updated and fast tourist information in this type of service. Currently, technology advances more and more, so the client also becomes digital and demanding, becoming an audience that needs to find fast and updated information on new tourist sites, promotions, discounts, as well as information on restaurants and hotels providing security and guarantee to the traveler, in addition to being in accordance with your budget. Taking advantage of social networks as Facebook, a test was carried out with two ads to check the interest of the target audience on different dates and with the same characteristics of the service, in which 5,158 people saw the ad in 2019 and obtained 42,392 in the year 2020, which reinforces the interest of knowing a new service. / Trabajo de investigación

South African clothing retailers are currently struggling to obtain and retain market share as a result of the challenging economic climate, new international market entrants and changes in consumer behaviour (MarketLine, 2018). In particular, consumer behaviour relating to men’s clothing is changing and for the first time in decades, menswear is dominating the South African clothing retail industry (MarketLine, 2018; Hastreiter & Marchetti, 2016). A lucrative market segment is the Millennial generation, born between 1980 and 2000 (Cham, Ng, Lim & Cheng, 2018; Cho, 2017). Consequently, knowledge on the clothing consumer behaviour of specifically Millennial men is crucial and the topic is still under explored, resulting in a research gap, which inspired this study. The store image perceived by the consumer has a direct influence on store choice and is important for retailer success. Since personal values ultimately drive consumer decision-making, an understanding of the personal values that motivate store choice may assist clothing retailers with their positioning (store image) to obtain customer loyalty and a sustainable competitive advantage. Gutman (1982) means-end chain (MEC) theory explains that consumers make choices based on the product/store attributes that they perceive as ultimately assisting them in reaching the desirable end-state (personal value). An MEC is a hierarchical structure that consists of three main interconnected levels, namely, attributes (means), consequences and personal values (ends), which are organised according to the level of abstraction. This study applied the MEC as a theoretical framework for exploring and understanding the role of Millennial men’s personal values in their perception of store image and their store choice. Laddering is a probing technique that is used specifically in MEC studies to uncover underlying motivations for behaviour. This technique can be used in qualitative studies (where it is referred to as soft laddering) and also in quantitative studies (where it is referred to as hard laddering). This exploratory mixed-method study started with an initial qualitative phase and the findings were subsequently used to develop the measuring instrument for the second quantitative phase. The second quantitative phase specifically used the Association Pattern Technique (APT), a hard laddering technique developed by Ter Hofstede, Audenaert, Steenkamp and Wedel (1998). Using a series of matrices, the APT reveals how consumers link desirable attributes, sought-after consequences and personal values. Using non-probability sampling methods (i.e. convenience-, snowball and quota sampling), 25 participants were recruited in the first phase and 408 workable questionnaires were obtained during the second phase. The personal in-depth interviews conducted during phase 1 used soft laddering and elicited the attributes and consequences that are pivotal in clothing store choice. Together with these attributes and consequences, the ten basic personal values of Schwartz (1992) and colleagues (2001; 2014) were used to develop the matrices for the measuring instrument used in phase 2. During this phase, data was collected using a self-administered questionnaire that was completed online. The findings of this study indicate that hedonism ultimately motivates store image and store choice. Although the personal values of “self-direction”, “achievement” and “power” were also indicated as motivational drivers within different demographic subsets and different types of clothing retailers, “hedonism” unequivocally was found to be the most relevant personal value. It is therefore hedonism that influences Millennial men’s clothing store image and store choice. From this study it is recommended that clothing retailers in South Africa, targeting the Millennial male, pay specific attention to hedonism in terms of the design and implementation of their marketing strategies to give credit to consumers’ need to associate with a store image that projects a pleasurable experience. Clothing retailers that can successfully position themselves accordingly, will most likely be favoured. / Thesis (PhD)--University of Pretoria, 2019. / Consumer Science / PhD / Unrestricted

The authors of this bachelor thesis have concluded that along with previous studies, organizational leaders focus on extrinsic motivation strategies to motivate employees and do not take into consideration each individual's internal motivation. It was also discovered that organizational leaders focus on fulfilling the lower level and higher level needs of the employees, known as the hygiene factors and motivators. Furthermore, it finds that leaders do not differentiate between younger and older employees in their motivational strategies. Together, these findings mean that perhaps the correct strategies or techniques to motivate particular groups of employees are not being realized in practice by leaders, motivating the need for further studies, especially from the millennials’ perspective.

Hablar de modernidad es hablar de un entorno digital. Muchas de las actividades que realizamos a diario están ligadas directamente a un dispositivo móvil y a una aplicación, teniendo con ello un sinfín de posibilidades en la palma de nuestra mano: comunicarse con personas en todo el mundo, interactuar en las redes sociales, leer noticias, comprar en cualquier tienda a nivel mundial, conocer el tráfico, escuchar música, ver películas, mirar el clima, etc. Estos procesos de digitalización son utilizados también por el sector bancario, que no ha sido ajeno a estos cambios, a través de canales virtuales, conocidos como banca móvil, servicio proporcionado por estas entidades que permiten a sus clientes realizar diferentes transacciones financieras de forma remota sin tener que ir a una agencia u oficina, como pagar sus deudas, transferir dinero, revisar sus saldos y movimientos bancarios, etc. La banca móvil además, proporciona al cliente otros beneficios como el ahorro de tiempo y un abanico de soluciones financieras de manera inmediata, etc., ventajas que han impulsado su uso en Millennials, segmento de la población nacido entre 1980 y 1999 que para el 2020 será el 50% de la fuerza laboral del país. Esta investigación pretende mostrar cuáles son los factores que influyen para que la banca móvil sea adoptada por este segmento en Lima Urbana, para ello se utilizó el modelo de UTAUT2, considerando los factores intervinientes como el nivel socioeconómico y el banco al que son clientes las personas que fueron encuestadas. / To talk about modernity, it is to talk about a digital environment. Several of our daily tasks are directly linked to a mobile device and to an app, thus having endless possibilities to the touch of a finger: communicate with people around the world, interact in social networks, read the news, buy anything worldwide, live update of the traffic, listen to music, watch movies, the weather, etc. These digitization processes are also used by the banking sector, which has not been oblivious to these changes, through virtual channels, known as mobile banking, service provided by these entities that allow clients to carry out different financial transactions remotely without having to go to an agency or office, such as paying off your debts, transferring money, checking your balances and bank movements, etc. Also, Mobile banking provides clients with other benefits such as saving time and a range of financial solutions immediately, etc., advantages that have boosted its use in Millennials, a segment of the population born between 1980 and 1999 that by 2020 It will be 50% of the country's workforce. This research aims to show what are the factors that influence mobile banking that had to be adopted by this segment in Urban Lima, for this the UTAUT2 model was used, considering the intervening factors such as socioeconomic status and the bank to which people are clients They were surveyed. / Tesis

Background: In the age of Millennials, when traditional advertising no longer holds the same power as before, an interesting trend has developed. Controversial politicians are on the rise and for-profit companies are starting to realize the opportunity to reach the hearts of Millennials with the use of political satire in advertising. Problem: Political satire in advertising has not yet been properly conceptualized and the related studies focus rather on its effectiveness in terms of virality. However, this controversial format of advertising needs to be studied in terms of consumer attitudes and several studies here provide mixed results depending on other considerations. Purpose: This thesis aims to explore attitudes of Millennials towards political satire in advertising used by for-profit companies together with related considerations and so to answer the question whether this format could be effective among the generation of Millennials. Method: The research takes exploratory qualitative design and combines two data streams. Data in the form of Facebook comments at the page Zomri where the satirical ads were posted were reinforced by data from three focus groups. Thematic analysis was then used to analyze them and compare them with the developed theoretical model. Given the controversial topic, ethical considerations were emphasized. Results: The findings confirm the need for a more complex perspective on political satire in advertising and validate the developed theoretical model. This format of advertising is capable to  induce positive attitudes towards the ads, but more considerations play the role in attitudes towards the brands owned by for-profit companies. These include credibility of the company, message-specific factors and consumer-specific factors.