Title: Generation Z and sports brands Objectives: Main goal of the diploma thesis is to find out brand importance in decision-making process of generation Z living in capital city of Prague using group interviews. Methods: The qualitative method was used in the diploma via group interviews. Scenario of the group interviews was based on literature search. Audio record was taken during the interview which was used with notes to analyzing the data. Summary protocol method was used to rewrite data from audio record. Results: For generation Z living in the capital city of Prague, the brand plays its role in the buying decision-making process in all its phases in the purchase of sporting goods. Generation Z living in capital city of Prague got good relationship with sporting brands. They are willing to pay more money for branded goods and they are loyal to brands. Keywords: generation Z, brand, sports brand, consumer, consumer behavior, buyer decision process

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Title: The power of eWOM and online reviews on Generation Z - a quantitative study about to what degree do eWOM and online reviews influence Generation Z’s purchase intention regarding interior design in Sweden. Background: This thesis explains the influence of electronic word of mouth (eWOM) and online reviews on the purchasing intention of Generation Z, the world's largest consumer group, within the interior design industry in Sweden. As a result of their constant exposure to marketing through various platforms and social media, eWOM and online reviews have become increasingly influential in consumer purchasing intention. Purpose: The purpose of this research is to explain to what degree do eWOM and online reviews influence Generation Z’s (those born between 1995-2005) purchasing intention regarding interior design in Sweden. Method: The empirical findings were obtained using quantitative research with a deductive approach. Data collection was done through an online survey completed by participants born between 1995-2005 and did not exclude any other age groups. After analysing the findings through an independent sample t-test and Cronbach’s alpha test, they were compared and contrasted with the existing literature to determine their similarities and differences. Conclusion: Overall, this research contributes to our knowledge of consumer behaviour and provides guidance for companies and their marketers aiming to target Generation Z. Understanding the influence of eWOM and online reviews enables companies to adapt their marketing strategies to align with this generation's preferences and trust factors.

This study examines the response of Generation Z females in Sweden to fast fashion web advertisements incorporating six linguistic persuasion strategies. The aim is to identify which of these strategies can be effectively employed in this context to persuade the targeted demographic. An online survey consisting of twelve fast fashion web advertisements was distributed over the social media platforms Instagram, Facebook, and LinkedIn. The respondents' objective was to choose a preferred advertisement from two options, one featuring a linguistic strategy of persuasion and another where the linguistic strategy had been changed or removed, while the respondents had to consider questions related to the linguistic strategies’ persuasive aims. The result from 44 target respondents revealed that the strategies of reader pronouns, directives, and the subject position effectively reached their persuasive aims, while the results for boosters, rhetorical questions, and engagement markers were inconclusive. Still, open-ended non-mandatory answers indicated that the three strategies that got inconclusive results also received negative reactions from the demographic and therefore likely failed at their persuasive aims.

No one is perfect, and that includes the brands that we use. Therefore, there will inevitably come a time in a brand’s existence where a transgression occurs that will harm their relationships with its customers. The decision to forgive a brand after a transgression is a complex and individual process that evolves over time. With the rise of social media, the ease with which negative word-of-mouth can be spread is an increasing challenge for brands to manage. However, social media usage tends to differ between people from different generational belongings, or cohorts. As a testament to the fact that you are shaped by the time you grow up in, this paper analyzes how brand forgiveness differs between consumers from the generational cohorts of Generation X and Generation Z. Furthermore, it was investigated whether brand image is a decisive factor that affects the consumer’s willingness to forgive. This study suggests that a certain brand image implies increased expectations toward the brand, which affects the forgiveness process. The willingness to forgive does, however, differ depending on the generational cohort. In contrast to consumers from Generation Z, Generation X are more inclined to forgive a brand after a transgression.

Denna studie jämför hur SVT respektive Aftonbladet använder den sociala mediekanalen TikTok för att förmedla nyheter till ungdomar och unga vuxna. Specifikt analyseras hur programledaren (och andra aktörer) använder språkliga medel för att bygga en relation med publiken i nyhetsförmedlingen, hur grafiska element samverkar med programledaren för att skapa begriplighet och väcka intresse, samt hur SVT och Aftonbladet skiljer sig åt vad gäller relation, begriplighet och intresse i nyhetsförmedlingen på TikTok. Undersökningens teoretiska ramverk utgörs av systemisk-funktionell grammatik (SFG) och sociosemiotik för att studera multimodal kommunikation. Undersökningens analysmetoder lägger fokus på den interpersonella metafunktionen och dess kategorier och begrepp för att besvara frågan om relation, samt visuell framskjutenhet för att studera de grafiska element som förekommer i TikTok-klippen. Undersökningen har sin grund i min praktik på SVT där det framkom att SVT nyligen lanserat nyhetsförmedling via TikTok i syfte att locka unga vuxna, den så kallade generation Z, och en direkt dialog med målgruppen genom återkommande studiebesök. Studien jämför användandet av språkliga och grafiska element i tre likadana nyheter från SVT:s och Aftonbladets TikTok-kanaler. Vidare genomförs en intervjuundersökning mot målgruppen för att få en initial empirisk återkoppling på de slutsatser som framkommer i den språkvetenskapliga analysen. Undersökningens resultat visar på tydliga skillnader i interaktionen mellan programledare och tittare i SVT:s respektive Aftonbladets TikTok-klipp. Slutsatserna ger därmed insikter till hur nyhetsförmedling på TikTok bör utformas för att nå den önskade målgruppen generation Z.

In this thesis, news media use and trust among Swedish upper secondary schools students of Generation Z is investigated through focus group interviews with students from two different schools. This study aims to explain how and why Swedish upper secondary school students of Generation Z use and perceive news media, with focus on the relations between news media trust and news media use. To interpret the empirical data, the study uses a theoretical framework consisting of three pillars: an understanding of trust informed by Giddens (1990) definition; the use of public connection (Couldry et al., 2018) to understand the role of news media; a generational understanding based on Prensky’s (2001a; 2001b) concept of Digital Natives, and Bolin’s (2017) media generations. This study suggests that there is a clear discrepancy between the young Swedes news media use, and their trust. They acknowledge the importance of news media in society, and traditional news medias are perceived as trustworthy expert systems, providing of professional, quality journalism. Despite the high levels of trust, traditional news medias are rarely actively used. Instead, students come into contact with most news through social media feeds, on platforms such as TikTok and Instagram. They mostly view the content on these platforms as unreliable and untrustworthy, due to the lack of a clear, trustworthy expert presence. Despite distrusting the content on social media, the students continue to use the services as a source of news, in part due to the convenience of use and in part as they believe themselves to well equipped to discern true and fake news through their generations’ intimate knowledge of both the structure of social medias, and strategies for fact checking. This study also argues that the use of distrusted news from social media, may in fact in some cases enable a public connection.

The diploma thesis describes the concept of responsibility within the education of generation Z, born between the years of 1995-⁠2010. While considering some of the current social changes, the focus is on the responsibility of generation Z within modern education, specifically on responsibility within the relationship to oneself and society. The theoretical part of the thesis presents the conceptual outcomes of responsibility and its possible definitions. Furthermore, it analyses selected concepts of developmental theories, education styles and trends. The empirical part of the thesis presents semi-structured interviews with parents of generation Z. The aim of these interviews is a description of the constructs of responsibility within the education of generation Z, from the perspective of their primary carers.

[pt] A geração Millennials, apontada como preguiçosa e narcisista ganha nesse estudo uma nova investigação midiática, jornalística, que busca observar metodologicamente quais são as representações desse jovem no cotidiano. Especificamente contempla o aprofundamento nas pesquisas entre a ideia de trabalho para tal geração atravessada por características de lazer configurando um tipo ideal da atividade laboral. Esta tese parte de uma premissa elaborada por meio de entrevistas em profundidade realizadas no mestrado. Durante o período de produção da dissertação foi observado que os Millennials, assim mercadologicamente categorizados, apontavam no âmbito do trabalho para um aspecto típico-ideal ao qual era delineado com características e ideias lúdicas. Peculiaridades estas muito próximas da proposta oferecida pela empresa Google, que tem um jeito de trabalhar bastante particular. As representações midiáticas da empresa, por sua vez, são atribuídas a um imaginário de experiências que podem ser vistas em documentários, filmes e reportagens em geral. Ao perceber a narrativa dos entrevistados no mestrado a pesquisa de doutorado buscou analisar as contribuições neoliberais que corroboram para as mudanças na subjetividade do indivíduo configurada através das influências de forças exteriores a ele, como grandes corporações e, claro, seu próprio trabalho. A juventude diante de tais intervenções anseia por um tipo específico de trabalho e atender expectativas sociais. Decorrências distintas que revelam um cotidiano marcado por desejos e frustrações. O título da tese Realidade vs. Expectativa revela indícios de que os dados encontrados na metodologia, Análise de Conteúdo, não seguem por caminhos demarcados pela régua geracional. / [en] The Millennials generation, identified as lazy and narcissistic, gains in this study a new media and journalistic investigation, which seeks to methodologically observe what are the representations of this young man in everyday life. Specifically, it contemplates the deepening in the research between the idea of work for such a generation crossed by leisure characteristics configuring an ideal type of work activity. This thesis starts from a premise elaborated through in-depth interviews carried out in the master s degree. During the period of production of the dissertation, it was observed that the Millennials, thus categorized in the market, pointed in the scope of work to a typical-ideal aspect to which it was outlined with characteristics and ideas of leisure. These peculiarities are very close to the proposal offered by the Google company, which has a very particular way of working. The company s media representations, in turn, are attributed to an imaginary of experiences that can be seen in documentaries, films and reports in general. Upon perceiving the narrative of the interviewees in the master s degree, the doctoral research started to analyze the neoliberal contributions that corroborate the changes in the subjectivity of the individual configured through the influences of forces outside him, such as large corporations and, of course, his own work. The youth faced with such interventions yearn for a specific type of work and to meet social expectations. Different consequences that reveal a daily life marked by desires and frustrations. The title of the thesis Reality vs. Expectation reveals evidence that the data found in the methodology, Content Analysis, do not follow the paths demarcated by the generational rule.

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