Research: In recent years the concept of crowdfunding, fundraising through social communities, has risen as an alternative for launching new creations and projects. The aim of this study was to explore the non-financial aspects of how interactive value is created through the social networks on a reward-based crowdfunding platform. This was done through investigating how creators on Kickstarter perceive value, approaching the social network from three different levels: the context, structure and practices. This study had a qualitative approach and 13 interviews were performed with key actors on the crowdfunding platform. A secondary study was performed gathering information about Kickstarter through their website. Findings: The result of this study suggests that there are non-financial benefits of being connected with an innovation network. The findings further indicate that the creators are utilizing the digital platforms to gain attention from the crowd and to connect with other networks. The study concludes that collective value is created through interactions on the crowdfunding platform. Further, the general attitude of authenticity within the crowdfunding context implies that the creators’ personal values and motives might play role for the rate success rates of new ventures.

Company leaders in the workplace represent all generations with diverse values, and those values influence their financial decisions in the workplace. The problem is that multigenerational company leaders and their employees possess different values from one another, which in turn creates different financial priorities for the company. The purpose of this qualitative study was to gain a better understanding of how the financial values of company leaders from different generations are developed, and how those values influence their financial decisions in the workplace. The key research question for this qualitative study examined how the financial values and decisions of company leaders in the workplace differ from their fellow company leaders from a different generation. This study assessed the different motivations for financial decision making by the multigenerational managers in the workplace. Semi-structured interviews and notes from direct observation of 10 multigenerational managers coupled with the analysis compiled from qualitative research software showed that most managers possessed similar financial values and made similar financial decisions, regardless of their generation. The findings also showed that the financial values of the participants were developed at an early age, which influenced their financial decision-making in the workplace. These results could lead to positive social change by gaining a better understanding of the motivations for financial values and financial decisions made in the workplace.

Bakgrund: Strukturförändringar har präglat den svenska arbetsmarknaden vilket resulterat i en ökad konkurrens bland arbetsgivare. Ett aktivt employer branding-arbete blir därmed viktigare eftersom det är en möjlig konkurrensfördel. Tidigare forskning inom ämnesområdet har främst studerat en kontext av stora bolag, detta trots att de allra flesta svenska företag är SMF. Generation Z blir en allt större del av arbetskraften vilket skapar en ökad efterfrågan av mjuka, icke finansiella, värden hos arbetsgivare. Således är det avgörande att förstå hur SMF ska arbeta med sitt employer brand för att attrahera och behålla den unga generationen. Syfte: Denna studie syftar till att undersöka medarbetares, tillhörande generation Z, efterfrågan av mjuka, icke finansiella, värden hos en arbetsgivare i en kontext av små- och medelstora företag (SMF) på den svenska arbetsmarknaden. Studien eftersträvar även att utforska sambandet mellan ett antal mjuka värden och lojaliteten hos medarbetare tillhörande generation Z. Detta för att skapa en förståelse för hur SMF kan arbeta med sitt employer brand gentemot generation Z. Metod: För att uppfylla studiens syfte undersöktes såväl medarbetare tillhörande generation Z som ledare i SMF. Semistrukturerade intervjuer genomfördes i en förstudie för att samla in bakgrundsinformation om hur SMF idag arbetar med employer branding samt deras uppfattning om generation Z. En enkät framställdes och skickades ut till medarbetare tillhörande generationen i syfte att undersöka deras värderingar av mjuka, icke finansiella, värden samt dess samband med lojalitet. Flertalet analysmetoder, såsom multipel regressionsanalys, har nyttjats för att analysera det empiriska materialet. Resultat: Studien påvisar att generation Z värderar en tydlig och öppen kommunikation från ledaren, en trivsam social arbetsmiljö, att arbeta med något som intresserar dem, stolthet över sin arbetsgivare och ett individuellt perspektiv från ledaren. Lägst värderas utlandsresor i arbetet följt av möjligheten att arbeta hemifrån. Studien kan fastställa att stolthet över sin arbetsgivare, kultur, attraktiviteten som arbetsgivare tillsammans med identifiering med företaget har ett positivt signifikant samband med medarbetarlojalitet. / Background: Structural changes have characterized the Swedish labor market which have resulted in increased competition among employers. Therefore, employer branding becomes even more important since it is a possible competitive advantage. Previous research in the area has mainly studied the context of large companies, although most Swedish companies are SMEs. Generation Z is becoming an increasingly larger part of the workforce, which results in increased demand of employers offering non-financial values. It is therefore crucial to understand how SME should work with their employer brand to attract and retain the young generation. Purpose: This study aims to investigate what kind of non-financial values generation Z employees demand of an employer in a context of small and medium-sized enterprises (SME) in the Swedish market. The study also seeks to explore the connection between a number of non-financial values and the loyalty of generation Z employees, in order to create an understanding of how SMEs can work with their employer brand towards generation Z. Methodology: In order to fulfill the purpose of the study both generation Z employees and leaders of SMEs were investigated. Semi-structured interviews were conducted in a preliminary study to gather background information about SMEs current work with employer branding and their perception of generation Z. A questionnaire to employees of the generation was produced in order to investigate the generation's valuation of non-financial values and its relation to loyalty. Analytical methods, such as multiple regression analysis, have been used to analyze the empirical material. Conclusion: The study explains that generation Z values a clear and open communication from the leader, a pleasant social work environment, working with something that interests them, pride in their employer and an individual perspective from the leader. The least valued by generation Z is foreign trips, followed by the opportunity to work from home. The study can determine that pride in their employer, culture, attractiveness as an employer together with identification with the company has a positive significant correlation with employee loyalty