During the years, research has been conducted both regarding employer attractiveness, extended self, and Generation Z. The theories and the concept have sometimes been examined alone and sometimes some of them together. Furthermore, the commonly used EmpAt scale has been used quantitatively several times, but the qualitative use of it is more rare. Additionally, the extended self focus has previously been on consumer brands instead of employer brands. It was found that the theories and the concept have not been brought together in the particular qualitative way the authors intended to do. The aim of this thesis was to bring the three concepts together and fill the gap in the literature. More precisely, the aim was to find a connection between employer attractiveness and extended self, and apply the connection to Gen Z.  By bringing them together, the purpose was to examine newly graduates or soon to graduate Gen Z’s perceptions on what actually makes an employer attractive and create a more nuanced understanding. Something that was examined with the help of the extended self and employer attractiveness. The literature review presents the theories and the concept that later lays the foundation for the conceptual framework. The study was deductive, and the approach was qualitative. The conceptual framework was used in order to develop the interview guide that was used for the semi structured interviews. The individuals participating in the interviews were Gen Z that had or currently were studying a degree in Business Administration or Industrial Engineering and Management.  The findingings showcased that the participants' descriptions of what an attractive employer is correlated with characteristics and traits they themselves have. Which the EmpAt dimensions does not consider. However, EA acknowledges this to an extent. Furthermore, the findings showed that there were two factors that were not considered by the EmpAt dimensions that the participants found important. These were transparency and communication. Additionally, two dimensions were found to be more important than the rest for the collective. The two most important ones were social value as well as development value. This was important since the individuals found it crucial to have a good social environment and be able to develop within the employer. The other four dimensions were not of as great importance for the collective, but some individual participants found one or another more important. Therefore, illustrating that the importance of the dimensions are based on personal preference. The findings also showed that the participants related the employer brand and social environment to their extended self. This by discussing the same or similar traits and attributes when talking about themselves and a potential employer.

This qualitative study explores how viral skincare content on TikTok shapes consumption among female Generation Z. In-depth interviews were conducted with females aged 18-24 to understand their engagement with skincare trends on TikTok. The study highlights TikTok’s role as a search engine for Generation Z females seeking product recommendations, particularly in skincare. It examines how TikTok influences buying behavior and purchasing decisions through algorithms, which curate personalized content that directs users towards specific categories. Influencer promotions and user-generated content on the For You page (FYP) significantly shape viewers' preferences and skincare routines. The respondents indicated a tendency to adopt and trust trends seen on TikTok, leading to increased consumption and higher demand for viral products. However, there was also concern about the platform’s addictive nature and the difficulty in distinguishing genuine recommendations from paid promotions. This research concludes that TikTok’s algorithms, together with user-generated content, have a powerful impact on Generation Z females. These insights can be strategically used by marketers to target Generation Z, emphasizing the need for authentic and genuine content to gain consumer trust. Overall, this study highlights TikTok's significant role in contemporary consumerism and contributes to understanding digital consumption patterns among Generation Z females.

Sammanfattning Titel: Hur influencer marknadsföring på TikTok påverkar gymnasieelevers köpbeteende - En kvalitativ studie Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Johanna Nylander Backolars och Mimmi Östergren Handledare: Alice Schmuck Datum: 2024 - Maj Syfte: Syftet med studien är att undersöka hur gymnasieelevers köpbeteende påverkas av influencer marknadsföring på TikTok. Metod: I denna studie har en kvalitativ forskningsmetod använts, där det genomförts semistrukturerade intervjuer med 16 respondenter. Respondenterna är användare av TikTok och inom åldersspannet för studiens avgränsning. För att tolka den insamlade datan har en tematisk analys genomförts. Resultat och slutsats: Studiens resultat visar att gymnasieelevers köpbeteende påverkas av influencer marknadsföring på TikTok. Rekommendationer från andra konsumenter, även kallat elektronisk word-of-mouth, har visat sig ha en väsentlig inverkan på köpbeteendet. Dessutom påverkas gymnasieelevers köpbeteende undermedvetet av olika trender i sin omgivning. Trovärdighet, expertis och upplevd likhet hos influencers identifieras som viktiga faktorer i en influencers förmåga att övertyga konsumenter till att genomföra ett köp. Resultatet visar även att större influencers, makro- och meso- influencers, är mer trovärdiga informationskällor samt att de har en större övertalningsförmåga. Examensarbetets bidrag: Denna studie bidrar till en djupare förståelse för hur unga konsumenter i Generation Z på TikTok upplever influencer marknadsföring och hur det påverkar deras köpbeslut, samt hur trovärdigheten kan skilja sig mellan olika stora influencers. Förslag till vidare forskning: För att få en djupare förståelse för hur influencer marknadsföring påverkar unga konsumenter skulle ett förslag till framtida forskning vara att undersöka personer som är ännu yngre, då TikTok-användare utgörs av mycket barn och ungdomar. Det skulle även vara intressant att studera trovärdighet utifrån ett genusperspektiv, eller om influencer marknadsföringens påverkan skiljer sig mellan olika plattformar. Nyckelord: Influencer marketing, TikTok, Purchase behavior, E-word of mouth, Generation Z / Abstract Title: How influencer marketing on TikTok affects high school students' purchase behavior - A qualitative study Level: Bachelor’s degree thesis in business administration Author: Johanna Nylander Backolars and Mimmi Östergren Supervisor: Alice Schmuck Date: 2024 - May Aim: The purpose of the study is to investigate how high school students' purchasing behavior is affected by influencer marketing on TikTok. Method: In this study, a qualitative research approach was used, where semi-structured interviews were conducted with 16 respondents. The respondents are users of TikTok and within the age range for the study's delineation. In order to interpret the collected data, a thematic analysis has been carried out. Results and conclusions: The study's results show that high school students' purchasing behavior is influenced by influencer marketing on TikTok. Recommendations from other consumers, also called electronic word-of-mouth, have been shown to have a significant impact on purchasing behavior. In addition, high school students' purchasing behavior is subconsciously influenced by various trends in their environment. Credibility, expertise and perceived similarity of influencers are identified as important factors in an influencer's ability to convince consumers to make a purchase. The result also shows that larger influencers, macro- and meso-influencers, are more credible sources of information and that they have a greater power of persuasion. Contribution of the thesis: This study contributes to a deeper understanding of how young consumers in Generation Z on TikTok experience influencer marketing and how it affects purchase decisions, as well as how the credibility can differ between different major influencers. Suggestions for further research: In order to gain a deeper understanding of how influencer marketing affects young consumers, a suggestion for future research would therefore be to examine people who are even younger, as TikTok users are made up of a lot of children and young people. It would also be interesting to study credibility from a gender perspective, or whether the impact of influencer marketing differs between different platforms. Keywords: Influencer marketing, TikTok, Purchase behavior, E-word of mouth, Generation Z

This study addresses the imperative challenge encountered by Scapa, a Swedish textile company transitioning into sustainable fashion, regarding the differentiation of sustainable fashion from fast fashion. By synthesizing data analysis, literature discussion, and theoretical underpinnings, the study develops a comprehensive strategy tailored to Scapa's needs while benefiting consumers and the sustainable fashion industry. The research questions investigate the factors contributing to differentiation and propose effective communication strategies to facilitate consumer understanding. Recommendations encompass enhancing digital presence, transparent communication, educational initiatives, and collaborative partnerships. Focused on Swedish consumers, particularly Generation Z, the study provides targeted insights into future consumption patterns and sustainability efforts. While constrained by its focus on a specific demographic and nationality, the study offers valuable contributions to promoting environmental sustainability in the textile ecosystem.

Loyalty programs are something that have made an appearance in the retail industry, where the retail industries have rewards that can give loyalty for consumers to engage and create long term relationships. With the loyalty programs there is an uncertainty on how Gen Z consumers will engage and keep using these rewards. With this thesis the authors want to investigate how the Gen Z consumers can be more engaged in the loyalty rewards in the fast fashion retailers in Sweden. Where the authors will examine various aspects that will improve the engagement mechanics and rewards for the Gen Z consumers. There will also be a look at how social media influenced the Gen Z consumers on their decision making. Gen Z is targeted in this thesis because they are one of the segmentation groups that are most active in the loyalty programs and fast fashion. The empirical data was collected through individual semi structured consumer interviews, where the data was collected on how Gen Z understands and uses loyalty programs. With the data collected it will be analysed through a thematic approach where themes have been identified to understand perspectives and experiences. The collected empirical data will be analysed using theory where differences and similarities are discussed throughout the thesis.  The conclusion of this thesis has shown that in order to improve loyalty rewards and engage Gen Z consumers, fast-fashion retailers should focus more on four different factors. According to the findings, Gen Z consumers value convenience, personalization, saving money and quality when it comes to loyalty rewards. Although, while the thesis does give insights to Gen Z behaviour and factors influencing it, it does not give a complete solution to how fast-fashion retailers in Sweden should respond to this behaviour. However, this thesis does provide valuable insights for retailers in the fast-fashion sector in Sweden and how they can increase loyalty reward engagement among Gen Z consumers.

Over the last decade, loyalty programs have been emerging more and more and the demand for better offers in exchange for loyalty has been increasing given the rising prices throughout the society. With this, an evolution is required in how brands should design their loyalty programs to retain their customers as well as to attract new customers in fast fashion retailing. Therefore, the purpose of this thesis is to investigate how loyalty programs can be strategically designed to strengthen brand loyalty with Gen Z by examining various aspects such as program structure, rewards and engagement mechanisms. This is because Gen Z is one of the demographic groups most active in the use of loyalty programs and fast fashion. Empirical data was obtained through individual semi-structured consumer interviews, to collect data on how Gen Z perceives and uses loyalty programs. The collected data was analyzed through a thematic approach where different themes were identified to explore experiences and perspectives. Furthermore, the collected empirical data is analyzed using theory where similarities and differences are discussed. The conclusion of this thesis showed that in order to develop brand loyalty among Gen Z using loyalty programs, developers should put a strong focus on the financial benefits included in the programs. However, many of the interviewees preferred personalized offers and rewards shaped by their personal data. The thesis did not provide specific answers on how loyalty programs should be designed, however that they should be tailored to the customer using them and that brands should make use of the customer data they collect.

Syftet med studien är att identifiera studenters uppfattningar och värderingar i valet av framtida arbetsgivare, för att skapa bättre förutsättningar att som arbetsgivare attrahera studenter. En kvantitativ studie med deduktiv ansats. För insamling av empiri utfördes en enkätundersökning på studenter inom specifika inriktningar. Studien visar att studenter har skilda uppfattningar om Region Kalmar län som arbetsgivare, beroende på vilken studieinriktningar de har. De studenter som har mer kontakt med arbetsgivare i form av exempelvis praktik, visar en större benägenhet att söka sig till dem efter studietiden. Således kan frekvent kontakt med studenter bidra till att man blir ett mer självklart alternativ på arbetsmark- naden. Studien visar även att värderingar kan skilja sig mellan olika studieinriktningar men att det främst har att göra med ålder och vart man befinner sig i livet. Yngre medarbetare har höga ambitioner men realistiska förväntningar i början av karriären vilket skapar möjligheter för arbetsgivare att överträffa deras förväntningar och därmed uppfattas som attraktiva. / The purpose of the study is to identify students perceptions and values in their selection of future employers, to create better conditions for attracting students as an employer. A quantitative study with deductive approach. For the collection of empirical data, a survey was conducted on students in specific fields. The study shows that students have different opinions about Region Kalmar County as an employer, depending on their field of study. The students who have more contact with employers in the form of internships, show a greater tendency to apply to them after the study period. Therefore, frequent contact with students can contribute to a more obvious alternative in the labor market. The study also shows that values can differ between different fields of study, but mainly it depends on age and where you are in life. Younger employees have high ambitions but realistic expectations at the beginning of their careers. This creates more opportunities and leads to employers having their expectations exceed, thus is perceived attractive.

Titel: Kampen om rätt medarbetare. En studie om generation Z. Frågeställning: Vilka HR-strategier använder organisationer för att attrahera och behålla generation Z? Syfte: Uppsatsen syfte är att identifiera vilka HR-strategier organisationer använder för att attrahera och behålla medarbetare och hur de anpassar dem till generation Z. Studien kan komma att bidra till att ge dagens organisationer förutsättningar för hur de ska attrahera och behålla generation Z. Metod: Studien har en deduktiv ansats med en kvalitativ forskningsstrategi. Data utgår från sju strukturerade intervjuer. Slutsats: Organisationer i Sverige använder liknande strategier för att attrahera och behålla medarbetare, skillnaden är hur anpassade och välutvecklade det är för generation Z. Organisationens utformning av HR-strategier beror på vilken uppfattning de har av generation Z.

I en tid då Försvarsmakten brottas med hög personalomsättning av soldater står Luftvärnsregementet i Halmstad inför en ombeväpning av historiska proportioner, med nya luftvärnssystem och en utökad organisation, för att möta det rådande säkerhetspolitiska läget i Östersjöregionen. I denna utveckling utgör den kontinuerligt anställda soldaten en viktig betydelse för att luftvärnsförbanden ska kunna lösa de tilldelade uppgifterna. För att djupare förstå och finna klarhet varför kontinuerligt anställda soldater väljer att sluta användes en kvalitativ forskningsmetod, genomsyrad av en induktiv ansats. Genom intervjuer med tidigare anställda soldater insamlades empiri som står på egen grund. Med en analysmetod inspirerad av Grounded Theory skapades det emotionella spänningsdiagrammet som förklarar varför individen väljer att sluta. I diskussionen kopplades forskningens resultat främst mot Herzbergs tvåfaktorsteori men resultatet sågs även ur ett generationsperspektiv. För den unga generation Z är personifiering genom personlig utveckling tillsammans med ledarskapet avgörande i soldaternas beslut att lämna sin anställning. Den omväxlande och utmanande verksamheten i Försvarsmakten bidrar till en stark känsla av gemenskap som i sin tur påverkar soldatens motivation att stanna kvar längre i sin anställning. Soldaten är även påverkad i sitt val att lämna eller stanna kvar vid förbandet av basala behov så som anställningsvillkor, lön och geografiskt läge. / At a time when the Swedish Armed Forces struggle with high soldier turnover, the Air Defense Regiment in Halmstad is facing a re-arming of historical proportions such as new air defense systems and an expanded organization to meet the current security policy situation in the Baltic Sea Region. In this development, the continuously employed soldier is an important factor in ensuring that the air defense units are able to fulfill their assigned tasks. In order to understand more deeply and find clarity why the continuously employed soldiers choose to leave, a qualitative research method, imbued with an inductive approach, was used. Through interviews with formerly employed soldiers empirics that stand on their own were collected. With an analysis method inspired by Grounded Theory, the emotional tension diagram was created that explains why the individual chooses to leave. In the discussion, the results of the research were mainly linked to Herzberg's two-factor theory, but the result was also seen from a generation perspective. For the young generation Z, personalization through personal development together with leadership is of major importance why the soldiers are determined to leave their employment. The varied and challenging activities of the Swedish Armed Forces contribute to a strong sense of community that affects the soldier's motivation to stay longer in one´s employment. The soldier is also influenced by basic needs in one´s choice to leave or stay at the unit such as employment conditions, salary and geographical location.

Det faktum att unga människor, genom sociala medier, i allt större utsträckning erhåller makt att påverka har kommersialiserats av företag genom marknadsföringsmetoden influencer marketing. Merparten av forskningen kring influencer marketing fokuserar dock på företag eller följare – men vad vet vi egentligen om hur dessa influencers själva betraktar fenomenet och sin roll? Vad är det egentligen som driver influencers under 18 år? Denna studie ämnar besvara dessa frågor och därigenom tillhandahålla viktig insikt kring hur företag bäst förhåller sig till gruppen unga influencers. I studien medverkar fem influencers i åldrarna 14–17 år från mobilappen TikTok, där de i skrivande stund har mellan 172 000 till 2,3 miljoner följare. Studien visar på en relativt medveten grupp unga individer med god förståelse för sin roll i marknadsföringssystemet, likväl som för sin roll som opinionsbildare och influencer. Generellt uppvisar de en negativ uppfattning till reklam i allmänhet men en positiv inställning till influencer marketing. De innehar vidare stark kritisk inställning till det som de identifierar som missbrukande av rollen influencer. Trots att influencers främst tycks drivas av personlig vinning så har de en tydlig önskan att fungera som förebild och inspirationskälla. Influencers tycks vidare i stor grad drivas av inre motivationskällor och uppvisar stor personlig integritet samt selektivitet vid val av företagssamarbeten. Ett framgångsrikt samarbete bör därför upplevas som självvalt, innehålla rätt typ av budskap samt ge visst utrymme för egna tolkningar. / The fact that young people, through social media, has increasingly been given the power to influence has been commercialized by companies through the marketing method influencer marketing. However, most of the research on influencer marketing focuses on companies or followers – but what do we really know about how these influencers themselves regard the phenomenon and their role? What is it that drives influencers under the age of 18? This study aims to answer these questions and thereby provide important insights about how companies best relate to the group of young influencers. The participants in the study, which are aged between 14 and 17, are active on the mobile app TikTok. At the time of writing, they have between 172,000 to 2.3 million followers on the platform. The study shows a relatively conscious group of young individuals with a good understanding for their role in the marketing system, as well as their role as opinion leaders and influencers. Generally, they show a negative view of advertising in general but a positive attitude to influencer marketing. They also have a strong perception of possible negative aspects, that they identify as an abuse of the role influencer. Despite the fact that influencers mainly seem to be driven by personal gain, they have a clear desire to act as a role model and source of inspiration. Influencers seem to be strongly driven by internal sources of motivation and therefore show great personal integrity as well as selectivity to collaborations with companies. To achieve a successful business collaboration, the cooperation should therefore be perceived by influencers as self-chosen, contain the right kind of message and finally give enough room for the influencer’s own interpretations.