There is consensus among entrepreneurship scholars regarding the importance of entrepreneurship toward the economies of countries. There is sufficient evidence to support the view that entrepreneurs are characterised by unique characteristics. Entrepreneurship and entrepreneurial orientation have been widely studied and entrepreneurial orientation is considered instrumental for motivating individuals to engage in entrepreneurial activities. Previous research has also identified a correlation between entrepreneurial orientation and the performance of a firm. Many studies on the subject of entrepreneurial orientation have revealed that entrepreneurial orientation is multi-dimensional, for example, previous studies have identified autonomy, innovation, risk taking, competitive aggressiveness and pro-activeness as some of the factors that may influence entrepreneurial orientation. Given the importance of entrepreneurship with regard to job creation, the study attempted to identify the entrepreneurial orientation of Generation Y students. South Africa is experiencing high unemployment levels among the youth and the need to identify the entrepreneurial perceptions of the youth is significant as future entrepreneurs will come from this cohort. The findings of this research study may assist different stakeholders such as government, businesses and higher education institutions among others to take appropriate actions to address the problem of unemployment and create a favourable environment where persons may engage in entrepreneurial activities. The purpose of this research study was to determine the entrepreneurial orientation of Generation Y students in the Vaal Triangle area. Autonomy, innovation and risk taking were identified as factors that may possibly influence the entrepreneurial orientation of Generation Y students in this area. The findings in this research study indicate that students regard themselves as being autonomous, innovative and risk takers. No significant differences were found with regard to the entrepreneurial orientation of males and females. In comparing different designated groups in terms of the three constructs, significant differences were noted among certain items, for example, Coloureds and Indians tend to perceive themselves as more innovative compared to other groups. However, further research is needed because there is no sufficient evidence to suggest that one group is more entrepreneurial than the other. The findings in this research study revealed that Generation Y students perceive themselves as being autonomous, innovative and risk takers. This is encouraging because entrepreneurial activities, to a large extent, are known to be influenced by entrepreneurial orientation. It is evident that the youth can be encouraged to be job creators instead of job seekers. / Thesis (MCom (Entrepreneurship))--North-West University, Vaal Triangle Campus, 2012.

This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer and family influences play a crucial role in their choice of brands as it aids in their socialisation process. In addition, advertising is an important variable in communicating brand values and establishing an image for the brand. Celebrities also have an impact on branded clothing as they promote certain attributes such as image, quality and status. However, the results of this study are limited given that the study was only conducted amongst students in the Vaal Triangle area. Furthermore, the research does not follow the individuals over time to see how their brand choices might have changed. In order to maintain Generation Y students’ loyalty, it is recommended that brand managers focus on building an emotional attachment to make their brands special and bring a lasting competitive advantage. In addition, advertising should be used not only to create awareness but also to influence brand image and preference. Generation Y individuals establish their brand preferences at an early age especially during their years of study and, therefore, targeting this consumer group may be rewarding because with careful promotions, marketers can create a group of brand loyal customers for the future. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

The rapid growth in mobile communication in South Africa makes it an important new advertising medium, and that is why an understanding of attitudes towards mobile advertising is important. As the most technologically astute generation, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future market segment for digital media, including mobile media. In South Africa, black African make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). Given the size of the black Generation Y market segment in South Africa, and the potential earning power and influential role of those with a tertiary qualification, a need was identified to propose and empirically test a model of possible antecedents that may determine attitudes towards mobile advertising amongst black Generation Y students. The sampling frame for the study included black Generation Y students aged between 18 and 24 who were registered at South Africa’s 23 public registered higher education institutions (HEIs). This sampling frame was narrowed down, using judgement sampling, to three HEI campuses situated in the Gauteng province – one from a comprehensive university, one from a traditional university and one from a university of technology. Lecturers at each of the campuses were contacted and asked if they would allow a questionnaire to be distributed to their students during class time. A convenience sample of 600 students across these three campuses was taken in 2013. Self-administered questionnaires, designed to measure the antecedents influencing black Generation Y students’ attitudes towards mobile advertising, were hand delivered to students during class time at each of the three campuses. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis and structural equation modelling. The findings of the study suggest that South African black Generation Y students have a strong positive attitude towards advertising in general, and towards communicating using the SMS function. Moreover, they have a positive attitude towards the value of mobile advertising. It appears that they find mobile advertisements to be intrusive, and do not perceive mobile advertisements to have much entertainment value, which may account for them not having an overall positive attitude towards mobile advertising. Attitude towards advertising and credibility were found to have a significant direct influence on black Generation Y students’ perceived value of mobile advertising, which in turn has a significant direct influence on black Generation Y students’ overall attitude towards mobile advertising. Personalisation and in formativeness have a significant positive influence on credibility. Entertainment, attitudes towards advertising, control and credibility have a significant positive influence on the perceived value of mobile advertising. Intrusiveness has a significant negative influence on overall attitudes towards mobile advertising, while trust and perceived value have a significant positive influence. This study will contribute to developing a profile of the consumer behaviour of the black Generation Y student in South Africa concerning their attitude towards mobile advertising. This research study aimed to develop a conceptual model to illustrate the antecedents that influence black Generation Y students’ attitudes towards mobile advertising. The findings of this study will act as marketing strategy guidelines for marketers seeking to reach this segment through mobile advertising. The findings of this study will be of value to South African marketers, as well as international advertisers, seeking to target this lucrative market segment. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Abstract Background Online Advertising is a continuously developing phenomenon, which helps several websites stay financially alive. However, online advertising tends to often be avoided by the consumers exposed to it, due to a number of perceived issues linked to online ads. One group of websites that are particularly dependent on advertising revenue are online news sites. Research on why people avoid ads have been conducted, but is limited to traditional online advertising approaches and older consumer segments, creating a gap which this thesis strives to fill. Purpose The purpose of this research is to investigate Generation Y’s perception of traditional advertising as well as in contrast to the new emerging alternatives. As a result of this, one main research question was formulated alongside with three subquestions. Method The research approach of this study consists of an exploratory research conducted through a multi-method approach with in-depth interviews and focus groups in order to find out how, why and what the subjects experience and perceive when exposed to advertising. Deciding on how to select the sample for the empirical study, the authors heavily focused on finding the appropriate number of participants that also fit suggested profile. In order to analyze the data, the framework analysis’ method and triangulation through multiple analysts was used. Conclusion This study came to the conclusion that most perceived issues, as those described in previous literature, remain for the most part accurate. The perceived issues of Goal Impediment and Ad Irritation are the major influencers for online ad avoidance. Native Advertising is successful in diminishing the perceived issues of Goal Impediment and Ad Irritation, but increased the negative perception of Ad Skepticism. Whitelist indicates to be a initiative that could diminish the issues resulting in Ad Avoidance, but lacks practical implementations.

In this thesis, the author explores a vocal phenomenon called “vocal fry” and why this dysphonia has emerged as one of the primary means of communication for the population referred to as “Generation Y.” The first chapter defines what vocal fry is and why it is of modest value to the stage actor. The second chapter defines the physiological means by which the human body creates sound, what good sound is and how vocal fry is created. The third and fourth chapters define several generations as well as what defines Gen Y, and the communication physiologies associated with those generations. The last chapter discusses the rise of narcissism within Gen Y and how this may relate to the arrival of vocal fry as a default register for theatre students. The conclusion outlines several solutions that may alleviate the problems associated with this dysphonia.

Bostadsmarknaden är ständigt ett hett ämne som diskuteras frekvent i olika medier, fi­ka­rum och hemma runt köksborden. Bristen på bostäder, de låga räntenivåerna samt den höga viljan till att äga sitt boende är några tänkbara faktorer till att priserna på bostäder de senaste åren ökat kraftigt. Den rådande situationen gör det inte lätt för de unga som vill köpa sin första bostad. Främst när det kommer till finansieringen men även när det kom­mer till vad man bör tänka på vid bostadsköp. Detta fick oss författare till att börja fun­dera över hur komplexa köpbeslut tas om man som individ inte har någon erfarenhet. Vi ställde oss därmed frågan: Hur rationella är unga konsumenter vid bostadsköp? Det finns omfattande forskning kring rationalitet men ej i relation till 90-talister och framför­allt inte i relation till dyra, komplexa köp anser vi att vår studie bidrar till att fylla dessa kun­skapsgap. Baserat på vår teoretiska referensram är definitionen av rat­ionalitet att individen gör sina val genom att väga olika alternativ mot varandra som grundar sig i tidi­gare erfaren­heter och kunskaper, för att på så sätt kunna välja det alter­nativ som maxime­rar individens användbarhet. Individen är därmed rationell om denna bedömer de för- och nackdelar som finns med att genomföra en viss handling.   Studien genomfördes utifrån en experimentell metod där syftet var att undersöka om det finns skillnader gällande beslutsfattande, baserat på de manipulerade variablerna bild och text. Detta innebär att ena experimentgruppen fått information via bild och den andra via text. Ex­perimentets oberoende variabel är bostadsrättsköp och den beroende variabeln rat­ionalitet. Studiens resultat visar på att det finns svaga orsakssamband mel­lan den obero­ende och bero­ende variabeln då våra statistiska tester visade på signifi­kanta skillna­der angående prisavvi­kelsen mellan de två experimentgrupperna vid ett av de fyra bostadsob­jekt som bedömdes. I de resterande tre finner vi enbart ett återkom­mande möns­ter där Bildgruppen tenderar till större prisavvikelse än Textgruppen, därav det svaga orsakssamban­det. Ytterligare resultat indikerar på att samtliga deltagare blivit influerade vid beslutsfattandet av sina känslor, då de under experimentets gång ändrat åsikt efter de bli­vit presenterad information antingen via bild eller text.   Det praktiska bidraget från studien är lämpat till företag i sälj- och marknadsförings­syfte för att få kunskap om hur 90-talisters informationsbearbetning ter sig, vilket kan påverka indivi­dens köpbeslut. Det teoretiska bidraget ligger bland annat i ytterligare kartläggning av 90-talis­ters konsumentbeteende men framförallt bidrar studien till ökad kunskap till den befint­liga rationalitetsforskningen då vi argumenterar för att rational­itetsbegreppet bör utökas med emotionell rationalitet då 90-talister, som utgör en del av Generation Y, tende­rar till att invol­vera känslor i en högre grad än vad tidigare studier visar på.

Master of Science / Department of Hospitality Management and Dietetics / Betsy Barrett / Alcoholic beverages and on premise alcoholic beverage retailers have become important to the food and beverage industry in the past three millennia. On premise consumption of alcoholic beverages is necessary for income in bars which makes it crucial for alcoholic beverage producers and retailers to identify methods to increase sales and consumption of their products. One method used by retailers and producers is to market their product at the point of sale (POS). However, the effectiveness of various POS marketing methods can vary depending on the demographics of the consumer cohort being targeted. The Generation Y cohort is reaching legal drinking age and is quickly becoming the majority of customers patronizing bars. Because many members of Generation Y are new to the drinking and bar scene, point of sale marketing may be an effective method of introducing Generation Y to high profit beverages. Currently, 33% of all alcohol beverage marketing expenditures target customers at the point of sale. Therefore, the purpose of this study was to investigate how components of on-premise marketing methods, along with demographics, influence Generation Y’s purchasing decisions in bars. The sample was 216 members of Generation Y from across the country. Instrument development included a review of literature, three focus groups, a pilot study and a review by three industry experts. The final survey was distributed nationwide by Zoomerang.com. T-tests, ANOVA, factor analysis, and regression were used for data analysis. Results indicated that respondents patronized local bars and usually once a week, they drank regular beer, and spent an average of $23 per outing. Males, non-whites, and those who patronize bars on a weekly basis were significantly more likely to purchase alcoholic beverages based on POS logoed items at a bar. However, most respondents indicated that POS logoed items had no impact on their decisions and that assurance marketing was more important. Future studies need to be conducted focusing on either assurance marketing or logoed items. Also, demographic specific studies could be useful for local bars.

Tidigare forskning har belyst att positiva attityder kan leda till lojalitet hos kunder. Däremot finns ingen enighet i vad för slags faktorer som påverkar attityd till e-handel. Syftet med denna uppsats är att få en ökad förståelse om vilka faktorer som påverkar unga konsumenters attityd till e-handel, samt undersöka om det finns någon skillnad i attityd mellan generationstillhörighet hos unga konsumenter. Genom att ta fram fyra faktorer, Upplevda fördelar, E-kvalitet, eWOM och Förtroende ville författarna se hur unga konsumenter förhåller sig till dessa faktorer samt se om de påverkar attityd till ehandel. En kvantitativ undersökning genomfördes för att undersöka dessa faktorers påverkan, samt huruvida generationstillhörighet har en påverkan hos unga konsumenters attityd till e-handel. Resultatet visar att tre av fyra faktorer, Upplevda fördelar, E-kvalitet samt Förtroende påverkar attityd till e-handel hos unga konsumenter men att eWOM inte har direkt påverkan. Generationstillhörighet visade sig inte ha effekt på attityd till e-handel.

Thesis advisor: Donald Fishman / During the first decade of the millennium, the world was truly able to see the characteristics of the Millennial Generation. From having to react to September 11th to being active with the election of Barack Obama, the "Awful Aughts" was a time of growth for Millennials. They were able to shape that decade, but conversely, the years 2000 to 2009 will also have a lasting impact on them. This thesis contains their thoughts on their relationship to the "Decade from Hell." / Thesis (BA) — Boston College, 2011. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: College Honors Program. / Discipline: Communication.

A questão geracional se apresenta como tema emergente em gestão de pessoas no Brasil e no exterior. Mudanças demográficas relacionadas ao envelhecimento da população e redução da taxa de natalidade sustentam o interesse pelo assunto. A nova geração, ou Geração Y, que ingressa no mercado de trabalho atualmente, observa uma realidade diferente das gerações anteriores. Com o advento da globalização, das novas tecnologias e do aumento da competitividade, o contrato psicológico de trabalho migrou de um modelo de emprego vitalício para um modelo de independência e autonomia, onde o ator de carreira é responsável pela gestão de sua carreira e pelo seu desenvolvimento. Essas mudanças trouxeram a necessidade do reposicionamento do conceito de carreira e do desenvolvimento de teorias que considerassem aspectos relacionados à mobilidade, busca de um sentido para o trabalho e do sucesso psicológico, tais como, a carreira sem fronteiras e a carreira proteana. Considerando a premência e a necessidade de estudos nacionais empíricos, tanto sobre carreiras, quanto sobre gerações, a presente dissertação teve como objetivo a identificação do perfil de carreira dos indivíduos da geração Y. O perfil de carreira agrupa os indivíduos de acordo com a presença de atitudes de carreira proteana, representada pelas dimensões: autodirecionamento e orientação pelos valores; e de atitudes de carreira sem fronteiras, representada pelas dimensões: mobilidade psicológica e mobilidade física. O estudo é descritivo, quantitativo e a coleta de dados foi realizada através de uma survey eletrônica que teve como base escalas validadas nos Estados Unidos e no Brasil. A amostra é não probabilística e intencional e foi formada por 2.376 jovens. Foram utilizadas a análise fatorial exploratória e a análise fatorial confirmatória, para validação das escalas de atitudes de carreira; a análise de agrupamentos, para a identificação dos perfis de carreira da amostra; e o qui-quadrado, para a análise da relação entre as atitudes de carreira e variáveis demográficas e da relação entre os perfis e as variáveis demográficas. Os resultados das análises fatoriais e do alfa de Cronbach afirmam a validade e a confiabilidade do instrumento utilizado. Foram identificados oito perfis de carreira sendo que cinco deles já haviam sido descritos teoricamente. Os três novos perfis foram descritos e nomeados. O perfil predominante na amostra foi o \"Arquiteto da Carreira Proteana\" que possui alta presença das atitudes de carreira investigadas. O grupo com menor representação foi o \"Perdido\" que possui baixa presença das atitudes de carreira. Esses resultados confirmam as teorias de geração e de carreira que descrevem que o fato dos indivíduos mais jovens se socializarem no ambiente de trabalho moderno os leva a adequar seu perfil de carreira a essa realidade. Conclui-se que as novas carreiras são uma realidade para os jovens brasileiros. No entanto, existe uma menor proporção de pessoas com baixas atitudes de carreira em diversas dimensões, indicando que esse é um movimento e ainda não pode ser considerado como fato para todos os indivíduos pesquisados. Identificando-se a necessidade de aprofundamento e o vasto espaço de pesquisa aqui demonstrado, espera-se que esse estudo sirva como convite aos pesquisadores para desenvolverem novos estudos empíricos sobre gerações e carreiras e seus impactos sobre a gestão de pessoas nas organizações brasileiras. / Generation is presented as an emergent theme in people management in Brazil and other countries. Demographic changes related to the aging population and to the reduction of the birth rate sustain the interest by the subject. The new generation, or Generation Y, that is now getting into the workplace notes a different reality compared to the past generations. Globalization, new technologies and the competitiveness increase caused changes in the psychological work contract, which left a model of life time job, for a model of independence and autonomy, where the career actor is responsible for one\'s career management and for one\'s development. These changes brought up the need of a review of career concept and the developing theories that considered aspects related to mobility, the search for the meaning of work and the search for psychological success, such as, the boundaryless career and the protean career. Considering the novelty of both themes and the need for empirical national studies, this dissertation had the objective of identifying the career profile of Generation Y members. The career profile groups the subjects according to the presence of protean career attitudes, represented by two dimensions: self-directed career management and valuesdriven; and the presence of boundaryless career attitudes, represented also by two dimensions: psychological mobility and physical mobility. The research is descriptive, quantitative and the data collection was made through an electronic survey that was based on scales validated in the U.S.A. and Brazil. The sample is non-probabilistic and intentional and was composed by 2.376 young respondents. Exploratory factor analysis and confirmatory factor analysis techniques were used to validate the career attitudes scale, cluster analysis was processed to identify the career profiles and the chi-square was used to analyze the relation between career attitudes and demographic variables and career profile and demographic variables. The results of the factor analysis and the Cronbach\'s alpha affirm the validity and reliability of the instrument. Eight career profiles were identified and five of them were described in a previous theoretical study. The three new profiles were described and named. The predominant profile in the sample was the \"Protean Career Architect\" that has high presence of the career attitudes investigated. The profile with smaller representation in the sample was the \"Lost\" that has low presence of the modern career attitudes. These results confirm the generation and career theories that describe that the young people socializing in the modern work environment adapt their career profile to this reality. The conclusion was that the new careers are a reality for the young Brazilians. Nevertheless, there is a small portion of people with low career attitudes in several dimensions, indicating that it is a movement and cannot be considered as a fact for all the people that participated in the study. This dissertation is an invitation for researchers to develop new empirical studies about generations and careers and its impact on people management in Brazilian organizations. The space and need of new researches is clearly present.