Dissertations / Theses on the topic 'Generation Z – Attitudes'

Syfte: Syftet med denna studie är att genom tolkning och analys av värderingar och attityder hos Generation Z konstruera en idealtyp av en organisation, som kommer att kunna användas som ett redskap för förståelse för hur organisationer skulle kunna se ut i framtiden för att passa Generation Z.   Metod: En intervjustudie som behandlar generationsforskning ur ett organisationsperspektiv. Studien har genomförts med en induktiv metod och en kvalitativ strategi.   Slutsats: I Generation Z:s uttalade värderingar och attityder framträdde en paradox. Generation Z värdesatte motstridiga aspekter inom arbetslivet. Resultatet av studien är därför idealtypen ”Prospero”, baserad på Generation Z:s uttalade värderingar och attityder. En tvådelad organisationsstruktur som kombinerar hierarkisk ordning och struktur med adhocratisk kreativitet. Arbetsdagen är uppdelad mellan dessa båda delar, denna uppdelning regleras genom stämpelklockan ”Miranda”.
Purpose: The purpose of this study is to, through interpretation and analysis of values and attitudes of Generation Z, construct an ideal type of organization, which can be used as a tool for the understanding of how organizations could look like in the future to accommodate Generation Z.   Methodology: An interview study that addresses the topic of generational research from an organizational perspective. The study was conducted with an inductive approach and a qualitative method.   Conclusions: From Generation Z's spoken values and attitudes a paradox emerged. Generation Z valued conflicting aspects of working life. The result of the study is therefore the ideal type “Prospero”, which is based on Generation Z's spoken values and attitudes. A dual-sided organizational structure that combines hierarchical order and structure with an ad hoc creativity. The workday is divided between the two sides, this transition is controlled by the punch clock “Miranda”.

I dagens samhälle är internet något som de flesta har tillgång till. Sociala medier är en utav de aktiviteter som finns tillgängliga på internet och används som mest av ungdomar, däribland Generation Z. Genom sociala mediers höga tillgänglighet och kommunikationsmöjligheter skapar detta möjligheter för företag som vill sprida information till kräsna målgrupper. Produktplacering är en av de marknadsföringsverktyg på sociala medier som har visat sig vara effektiv i ett samhälle där människor filtrerar bort reklam på daglig basis. Opinionsledare är ytterligare ett verktyg som företagen använder sig av för att snabbare nå ut med sinakommunikativa budskap. Då ungdomar inom Generation Z är bekväma och innovativa har de också ett mer kritiskt och krävande förhållningssätt till det som publiceras på internet. Denna uppsats har därför som syfte att få en djupare förståelse för vilka attityder ungomdarna har till produktplacerade bilder på Instagram och om opinionsledare på plattformen har en påverkan på dem. Forskningsfrågor har upprättats som lyder: ‘’Vilka attityder har ungdomar inom Generation Z till produktplacering på Instagram?’’ samt ‘’Hur påverkar opinionsledare på Instagram ungdomar inom Generation Zs attityder?’’. Att undersöka produktplacering på Instagram var av stort intresse just för att applikationen är den app som ungdomar använder mest. Det finns dock begränsad forskning av vilka attityder som denna åldersgrupp har till produktplacering på Instagram och hur opinionsledare som medverkande kraft i denna plattform kan påverka dessa. För att kunna fylla detta kunskapsgap har vi framfört teori om kommunikation, påverkan och attityder för att sedan kunna analysera detta med det resultat som framkom under genomförandet av två kvalitativafokusgruppsintervjuer. Det visade sig att åldersgruppens attityder mestadels grundar sig i en “värdeuttrycksfunktion” av den orsak att de vill kunna koppla det som produktplaceras till deras sociala identitet och värderingar. Opinionsledaren har även visat sig ha en stor påverkan på åldersgruppensattityder om dem uttrycker sig på ett trovärdigt sätt. För att det kommunikativa budskapet i produktplaceringen ska nå fram behöver också åldersgruppen känna att de kan identifiera sigeller relatera till opinionsledarens åsikter. Krav på att produktplacering behöver vara skräddarsydd efter deras behov och intressen finns också vilket visar på att en så kallad “nyttofunktion” också präglar deras attityder.
In today's society, the internet is something that most people have access to. Social media is a popular activity on the internet and is mostly used by young people, including Generation Z. Through social media's high availability and communication capabilities, it creates new opportunities for companies that want to spread information to their target groups. Product placement is one of the marketing tools on social media that has proven to be effective in a society where people filter out advertising on a daily basis. Opinion leaders are another tool that companies use to speed up the proliferation of their communicative messages. As young people within Generation Z are comfortable and innovative, they also have a more critical and demanding approach to what is published on the internet. Therefore this essay aims to gain a deeper understanding of what kind of attitudes young people have to product-placed pictures on Instagram and also if opinion leaders on the platform have an impact on these attitudes. Issues have been formulated as the following: “What attitudes does young people in Generation Z have towards product placement on Instagram?” and, ‘’How does opinion leaders have an impact on young people in Generation Z’s attitudes on Instagram?’’. Examining product placement on Instagram was of great interest because of the fact that the application is the one that young people use the most. However, there is limited research on what kind of attitudes this age group has towards product placement on Instagram and how opinion leaders as a contributing power on this platform can affect them. In order to fill the gap of lacking data, we have presented theories in communication, impact and attitudes which will be analyzed with the results that were obtained during the implementation of two qualitative focus group interviews. It was shown that the attitudes of the young adults are mostly linked to a “value-expression function” based on the reason that they want to be able to link what has been product placed to their own social identity and values. The opinion leader has also been shown to have a major influence on the attitudes of the age group as long as they express themselves in a trustworthy way. In order for the communicative message of the product placement to approach them properly, the age group needs to feel that they can identify or relate to the opinions of the opinion leader. They also require that the product placement needs to be tailored to their needs and interests, this indicates that a so-called “utilitarian function” characterizes their attitudes.

Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. In the meantime, Gen Z customers have intrigued researchers' interest due to their enormous utilization potential.  Purpose: The purpose of this study was to ascertain Gen Z consumers' attitudes toward sustainable fashion consumption and marketing activities in the global market.  Method: This study employed deductive qualitative research. The researchers conducted semi-structured interviews with 12 Gen Z consumers who represented a range of cultural backgrounds. The qualitative data are analyzed using reflexive thematic analysis.  Conclusion: The findings indicate that Gen Z consumers prefer products designed by brands with a distinct brand identity and distinctive highlights that are both practical and sustainable. For sustainable fashion brands to reach Gen Z consumers, branded digital marketing and branded content advertising are pivotal.

Hållbarhetsredovisningen kan ses som ett kommunikationsverktyg för företag gentemot sinaintressenter. Då konsumenter generellt sett är företagens primära inkomstkälla blir det därmed en viktig intressent för företaget. En konsumentgrupp som från och med i år beräknas vara den största konsumentgruppen och utgöra nästan 40% av världens konsumtion är Generation Z. Studiens syfte är att undersöka och förstå Generation Zs syn på två av Sveriges största fastfashion företag, nämligen H&M och Gina Tricot, hållbarhetsredovisningar utifrån 3Cprincipen.Vidare är syftet att undersöka om konsumentens attityd gentemot respektive fastfashion företag förändras efter att ha tagit del av hållbarhetsredovisningarna. Konsumenternas attityder analyserades utifrån Solomons et al. (2016) ABC-modell. Tio semistrukturerade intervjuer utfördes där deltagarna först fick dela med sig av generella åsikter kring företagen, därefter fick de ta del av hållbarhetsredovisningarna för att sedan dagen efter svara på ytterligare frågor. Resultatet visade på att konsumenter uppfattar respektivehållbarhetsredovisning som tydlig och jämförbar. För deltagarna som upplevde att hållbarhetsredovisningen var trovärdig var den genomgående anledningen till detta att den innehöll mer information. Konsumentens attityd gentemot respektive fast fashion företag förändrades inte ur många aspekter efter att ha tagit del av hållbarhetsredovisningen. Deltagarna som innan de tagit del av hållbarhetsredovisningen haft en positiv känsla gentemot företaget och därtill får en positiv känsla till hållbarhetsredovisningen uppgav däremot också ett förstärktbeteende. Med andra ord är de vara villiga att handla mer hos det företaget. Dock stämmer inte alltid attityd och beteende överens vilket innebär att man endast kan anta att de blir så.
The sustainability report can be seen as a communication tool for companies towards their stakeholders. Since consumers generally are seen as the company's primary source of income they therefore become an important stakeholder for the company. A consumer group that starting from this year is expected to be the biggest consumer group and make up for almost40% of the worlds consumption is Generation Z. This study is aimed to examine and understand Generation Z perception towards two of Sweden's biggest fast fashion companies, H&M and Gina Tricot, sustainability report based on the 3C-principle. Furthermore the purpose is to investigate if the consumers attitude towards respective fast fashion companies changes after they have taken part of the sustainability report. The consumers attitudes was analyzed based on Solomons et al. (2016) ABC-model. Ten semi-structured interviews were conducted where the participants first got to share their general opinions about the presented companies, thereafter they received the sustainability reports to then the day after answer additional questions. The results showed that the consumers perceive each sustainability report as clear and comparable. For the participants that perceived that the sustainability report as credible the frequent reason was that it contained more information. The consumers attitude towards the fast fashion companies did not change in many aspects after taking part of the sustainability report. The participants that had a previous positive feeling towards the company and in addition developed a positive feeling towards the sustainability report declared a reinforced behavior. However there is a gap between attitude and behavior and therefore one can only assume that they will behave that way. This paper is further on written in Swedish.

Problemformulering Det visar sig att marknadsföring kan påverka individers attityder både positivt och negativt, men frågan vi ställer oss är, skiljer sig olika generationers attityder kring annonsering via SMS och annonser på sociala medier och påverkar dessa attityder i sin tur intentionen till köp.  Syfte Syftet med studien är att undersöka och utvärdera om det existerar skillnader mellan olika generationers attityder till annonsering via SMS och annonsering på sociala medier som individer får på mobiltelefonen. Syftet är även att undersöka och  utvärdera om generationernas attityder påverkar deras köpintention. Forskningsfrågor I vilken utsträckning skiljer det sig mellan olika generationers attityder till annonsering via SMS och sociala medier?  I vilken grad påverkar attityderna köpintentionen?  Metod Metoden som använts i studien är kvantitativ med en deduktiv ansats. Kvantitativ data har samlats in via en utformat webbenkät där 211 respondenter deltog. För att analysera insamlad data har SPSS använts.  Slutsats Det existerar inga markanta skillnader mellan generationernas attityder, men attityderna till annonser via SMS påverkar köpintentionen med en förklaringsgrad på 65,8% och för sociala medier förklaras påverkan med förklaringsgraden 58,9%.
Problem definition It is shown that marketing can affect the attitudes of individuals both positive and negative, but the question is, does it differ between different generations attitudes towards advertising through SMS ads and social media ads, and does these attitudes affect the purchase intention.  Purpose The purpose of the study is to examine and evaluate if differences exists between different generations attitudes towards advertising they recieve to their mobile phones, through SMS and social media. The purpose is also to examine and evaluate if generations attitudes affect their purchase intention.  Research question To what extent does it differ between the different generations attitudes towards advertising through SMS and social media? In what degree does the attitudes affect purchase intention? Method The method used in this study is a quantitative method with a deductive approach. The quantitative data was collected using an online survey where 211 respondents participated. To analyse the collected data we used SPSS. Conclusion No apparent differences between the generations attitudes was found, but the attitudes towards advertising through SMS affect purchase intention with an coefficient of determination of 65,8% and for social media the coefficient of determination was 58,9%.

The fast-fashion industry’s effect on the environment becomes more of a critical subject as the industry grows and dominates the apparel industry. Fast-fashion is based on frequently pushing new trends to consumers in order to increase sold volumes. This has led to overconsumption and fashion waste where large volumes of unsold garments are burned each year. Alongside of this, the industry has begun to understand the importance of ethical conduct and sustainability to positively affect or minimally harm humans and reduce their overall impact on the environment. Generation Z are said to be a finely tuned ecologically conscious generation, whilst being frequent shoppers of fast-fashion. This has led to the purpose of this study, to see how Swedish Generation Z’s increased ecological conscience affects their fashion consumption. This will be found by examining how shifts in thinking affects their attitudes towards fast-fashion retailers and their willingness to purchase sustainable and ethical fast-fashion. This, with the intent of addressing the behavioral-attitude gap that exists amongst sustainable fast-fashion, where consumers want sustainable fashion but do not purchase it. To answer this, the empirical foundation was obtained through 20 semi-structured video-interviews via telephones to give an understanding of Generation Z’s attitudes and behaviors surrounding sustainability and ethics in fast-fashion. Conclusions drawn were that there was an awareness of sustainability concerning fast-fashion, but that it was not something that changed their behaviors so much as their attitudes. What was found was a strong attitude about ethics in fast-fashion as the majority of participants felt that they were in the dark about what happens in the supply chain, and that they could do nothing about it. If companies would clearly define why something is more ethical, it was found that the majority would be willing to change their behaviors, and purchase ethical fast-fashion. Sustainability that was something they were aware of, was lacking in fast-fashion but something they compromised for price, whilst price was not such a sensitive subject regarding ethical fashion.

Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands. Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science  Supervisor: Thomas Helgesson Examiner: Venilton Reinert Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands. Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands? Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to. Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model. Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated. Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to. Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.

Det har uppmärksammats en intensifiering av den digitala tekniken, som under senare år tilltagit mer än någonsin (Bassiouni & Hackley, 2014, s. 116). 2017 var det första året då internet utgjorde en övervägande del av alla medieinvesteringar (Larsén, 2018). I följd av internet och sociala mediers utveckling, då digitaliseringen är mer integrerad i samhället än tidigare, finns det fler möjligheter för företag att nå ut till konsumenter. Marknadsföringsverktyget influencer marketing har i takt med digitaliseringens utveckling expanderat, och omsatte 650 miljoner kronor på den svenska marknaden 2017 (Bränström, 2018). Vid användning av influencers lämnar företag över ansvaret till en extern person och företaget har således inte lika stor kontroll över den information och marknadsföring som sker. Det nya medielandskapet är därför mer oförutsägbart (Zahoor & Qureshi, 2017, s. 47). En social plattform är YouTube och är den populäraste videotjänsten för svenskar (Davidsson et al., 2018, s. 74). Influencer marketing har ökat och företag samarbetar med influencers inom YouTube där budskap om produkter sprids genom videoklipp av influencern. Fenomenet kan återkopplas till produktplacering, vilket enligt Russel och Belch (2005, s. 74) handlar om att införliva ett varumärke eller produkt i ett underhållningssammanhang och inte uttryckligen vara en annonsering. I följd marknadsföringslagen är det inte möjligt att helt undvika att nämna att det rör sig om reklam, men det är nära sammankopplat. Produktplacering har tidigare undersökts i stor utsträckning i form av TV (Van Reijmersdal et al., 2009, s. 430) men Eagle och Dahl (2015, s. 614–615) uppmanar forskare att fokusera på produktplacering inom sociala medier och i videos. Zhang och Mao (2016, s. 155) som menar att attityder mot reklamvärdet på sociala medier är ett ständigt utvecklande ämne. Studien har kvalitativt angreppssätt, för att generera en djupare förståelse för vad det är som gör att en viss produktplacering gällande betalda samarbeten på YouTube tas emot med en mer positiv attityd än andra, givet kvinnor i generation Z. Det har i samband med insamling av empiri genomförts åtta intervjuer med kvinnor i generation Z. Den analysmetod som används i studien är teoridriven tematisk analys. Analysdelen är indelad i fem olika teman; informativitet, underhållning, irritation, trovärdighet och reklamens värde vilka härstammar från Ducoffe (1996) där trovärdighet är en variabel som framkommit genom senare studier. I samband med bearbetning av insamlad empiri identifierats ett antal betydelsefulla underteman; Influencerns tydlighet, Ny information, Samarbetets anpassning till videons helhet, Influencerns engagemang, Överdrivna övertalningsförsök, Influencerns faktiska arbete, Konsumentens och influencerns egna erfarenheter, Parasocial relation,Kontinuitet samt Samarbetets produktplacering. Avslutningsvis har den aktuella studien bidragit till en djupare förståelse för kvinnor inom generation Z och deras attityder mot produktplacering inom betalda samarbeten på plattformen YouTube och vilka faktorer som påverkar kvinnornas attityder.

As a result of technological growth, there is a change in lifestyle which increases thedemands and expectations of consumers, especially in younger generations. Thisdemand forces the companies to update their business models to fulfil customerneeds, which results in the development of mobile applications and websites thatprovide convenience and flexibility to the users. This development gives rise to thesharing economy; it is the combination of old sharing practices with the newtechnological advancement through online. This sharing system hugely affects theconsumer behaviour, and this consumer behaviour is noted in the younger generation,especially in generation Z as they are the generation with the primary consumermarket in the upcoming decades, who are born and brought up in the internet world.Finding the attitude towards sharing economy is considered between the Indian andthe Swedish generation Z. Therefore, in order to understand more about this concept,a qualitative study is performed with the Indian and Swedish gen Z sharing economyconsumers. Our study includes ten interviews, five on both sides. An integrated modelwas developed from existing theories, which was adapted to analyze and comparethe findings of this study. This framework is regarded as the bedrock for this research,and themes were segmented from the transcribed interviews through the thematicanalysis. The finding of this study indicates that the Indian generation Z respondentsare showing active response to the sharing economy platforms. In contrast, theSwedish generation Z respondents are exhibiting passive participation towards sharingplatforms due to the various factors which are discussed in detail. The researchexplores how each structure is related in this study to evaluate the attitude of Indianand Swedish generation Z.Supervisor:

Date: June 1st, 2011 Program: MIMA – International Marketing Course name: Master Thesis (EFO705) Title: Differences of Consumers’ Perception and Attitude towardsMarketing Communication through media: comparison generation X, Y, and ZinThailand Problem: How each generation perceive and react to marketingcommunication differently: comparison Generation X, Y, and Z. Research question: What are the particular differences ofperception and attitude towards marketing communication through media among eachgroup of consumers: comparison Gen X, Y, and Z in Thailand? Purpose: To compare differences of perception and attitude betweengeneration X, Y and Z towards marketing communication through the chosen media(television, print, and internet). Method: A qualitative method was used to achieve the purpose ofthis thesis. The primary data was gathered by using semi-structured interviewwith twelve respondents in three different generations: X, Y and Z. Secondarydata such as online documents and textbooks were also supported to enhance thevalue of the findings. Conclusion: Comparing the perception and attitude toward marketingcommunication by media between generation X, Y and Z are almost the same. Thereason is that the technology is changing over time and has more impact fortheir life. As a result their lifestyle is dominated by internet. Advertisingon TV is still much alive while print ads are almost end for generation Y and Zsince this kind of media is unattractive as well as the new generations are readless.However, print ads are effective for generation X.

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Attitude is a construct composed of cognitive, affective and conative elements, where individuals develop an evaluative answer, favorable or not, in relation to a product. The objective of this research was to evaluate the differences in the attitudes of Generation Z consumers, in relation to Baby boomers, regarding jeanswear. This was a descriptive, cross-sectional and with quantitative approach research, developed on the internet, with a non-probabilistic sample and application of convenience sampling. An on-line questionnaire was used as an instrument to collect the data. The valid sample size of the survey was 373 respondents, 230 of Generation Z and 143 of the Baby boomers. Based on the results, it was verified that the higher number of participants of the research was of Generation Z, with predominance of feminine gender in both generations; 40% of Generation Z and only 19.6% of Baby boomers already participated in fashion research and 95.7% of Generation Z and 96.5% of Baby boomers never participated in research on jeanswear; both generations consume denim pieces eventually; Generation Z owns more denim pieces; in the Baby Boomers, the Cognitive Elements manifest themselves more expressively than in Generation Z, and in these the Affective Elements manifest themselves more strongly than in the Baby Boomers, and the Conative Element expresses itself less expressively than the other elements for both generations; there was a significant and positive influence of the Affective and Conative Elements with the Attitudes construct in relation to fashion consumption, but there was not a significant and positive influence of the Cognitive Elements with Attitudes in relation to fashion consumption. The results point to the justified and even expected incompatibility of opinions, convictions, context and reality between the generations analyzed here for jeanswear. It is believed that conducting this research will contribute to the expansion of knowledge in the fashion field, specifically on the jeanswear segment, as well as to provide a guide to future academic researches and strategic decisions in companies. One limitation of the study was the restricted number of participants, since two generations were analyzed. It is recommended to deepen the research by concentrating the studies by Brazilian region, among other countries and with other generations, such as X and Y.
Atitude é um constructo composto pelos elementos cognitivos, afetivos e conativos, onde os indivíduos desenvolvem uma resposta avaliativa, favorável ou não, em relação a um produto. O objetivo desta pesquisa foi avaliar as diferenças das atitudes dos consumidores da Geração Z, em relação aos Baby boomers, no que se refere ao jeanswear. Tratou-se de uma pesquisa survey, descritiva, com delineamento transversal, abordagem quantitativa, desenvolvida na internet, com amostra não probabilística e por conveniência. Para a coleta dos dados utilizou-se como instrumento um questionário online. A amostra válida da pesquisa foi de 373 respondentes, sendo 230 da Geração Z e 143 da geração Baby boomers. A partir dos resultados, verificou-se que o maior número de participantes da pesquisa foi da Geração Z, com predominância do gênero feminino em ambas as gerações; 40% da Geração Z e apenas 19,6% dos Baby boomers já participaram em pesquisa de moda e 95,7% da Geração Z e 96,5% dos Baby boomers nunca participaram de pesquisa sobre jeanswear; ambas as gerações consomem peças jeans eventualmente; a Geração Z é detentora de maior número de peças jeans; nos Baby boomers, os Elementos Cognitivos se manifestam com maior expressividade do que para a Geração Z e nestes os Elementos Afetivos se manifestam com maior intensidade do que para os Baby boomers e o Elemento Conativo se manifesta de maneira menos expressiva do que os outros elementos para ambas as gerações; houve uma influência significativa e positiva dos Elementos Afetivos e dos Conativos com o constructo Atitudes em relação ao consumo de moda, mas não houve uma influência significativa e positiva dos Elementos Cognitivos com as Atitudes em relação ao consumo de moda. Os resultados apontam para a justificada e até esperada incompatibilidade de opiniões, convicções, contexto e realidade entre as gerações aqui analisadas quanto ao jeanswear. Acredita-se que a realização desta pesquisa possa contribuir da melhor forma para a ampliação do conhecimento na área de moda, especificamente sobre o segmento de jeanswear, bem como constituir um referencial e direcionamento para nortear futuras pesquisas acadêmicas e decisões estratégicas nas empresas. Uma limitação do estudo foi o número restrito de participantes, pois foram analisadas duas gerações. Recomenda-se o aprofundamento da pesquisa concentrando os estudos por região brasileira, entre outros países e com outras gerações, como a X e a Y.

Inledning: I inledningen redogörs för hur digitala sociala nätverk har växt fram och tagit en allt större plats i konsumenters vardag vilket har gjort dem till utmärkta marknadsföringskanaler. Därefter förklaras det nyaste stjärnskottet bland sociala medier, TikTok, och dess potentiella roll inom marknadsföring.  Syfte: Studiens syfte är att undersöka hur marknadsföring genom sociala medier påverkar unga svenska konsumenters attityder.  Frågeställningar: Utifrån studiens syfte har två frågeställningar formulerats:  1. Vilken påverkan har marknadsföring genom TikTok på unga konsumenters kognitiva och affektiva attitydkomponent samt beteendekomponent?  2. Vad har bakgrundsvariabler (demografiska och användning) för effekt på unga konsumenters attityder till marknadsföring genom TikTok?  Teori: I studiens teoriavsnitt presenteras sociala medier som marknadsföringsverktyg mer utförligt. Därefter förklaras det komplexa begreppet attityd som delas in i tre olika attitydkomponenter. Vidare beskrivs teori runt word-of-mouth, content marketing, Generation Z, skillnader mellan könen samt skillnader mellan olika typer av användare Metod: Studien är grundad i en kvantitativ metod och en tvärsnittsdesign har tillämpats. Empirin har samlats in genom enkäter online. Data har sedan analyserats i det statistiska programmet SPSS med T-tester, korrelationsanalyser och ANOVA-analyser.  Slutsats: Studien har visat att marknadsföring genom TikTok inte har en positiv påverkan på konsumenters attityder. Dock är detta den första studien av sitt slag och det krävs därför mer forskning för att stärka eller förkasta resultatet. Word-of-mouth och content marketing hade ett starkt positivt samband med konsumenternas attityder. Det fanns inga skillnader mellan könen. En liten skillnad upptäcktes mellan olika användare där de som någon gång publicerat något på TikTok hade positivare kognitiv attityd än de som aldrig publicerat något.
Introduction: The introduction consist of how the digital world of social networking has evolved and been given more room in the individuals everyday life which has made it possible for the platforms to become excellent marketing channels. Then the study presents the new sensation TikTok and their potential part in marketing. Purpose: This paper aims to investigate the influence of TikTok marketing communications on young consumers’ cognitive, affective and behavioral attitude components in Sweden.  Research questions: Based on the study’s purpose the following research questions where phrased:  1. What influence do TikTok marketing communications have on young consumers’ cognitive, affective and behavioral attitude components?  2. What influence do background variables have on young consumers’ attitudes towards marketing through TikTok?  Theory: The theoretical part of the study provides more in-depth explanations about social media as a marketing tool, the complex concept of an attitude which can be divided into three different components. Furthermore, the theories of word-of-mouth, content marketing, Generation Z, differences in genders attitudinal responses, and differences among various types of users, are described. Method: The study is based on a quantitative method and a cross-sectional design was applied. An online survey was used via self-administered questionnaires that where distributed through a snowball sampling. Data was analyzed through the statistical tool SPSS by using T-tests, bivariate correlation analysis and ANOVA analysis. Conclusion: The study discovered that young consumers displayed unfavorable attitudes towards marketing communications through TikTok. However, both word-of-mouth and content marketing was positively correlated to attitudes. No significant differences were found between genders. Individuals who had at least posted content sometime on TikTok displayed more favorable cognitive attitudes than those who had never posted on TikTok.

Due to impactful environmental issues such as global warming, air pollution, or natural resource depletion, there has been raising awareness and concern for the natural environment protection and preservation. This sense of responsibility has been particularly remarkable in younger generations who are now the face of the green movement. Therefore, it is essential to understand how these current generational cohorts, who are in charge of the environmental future, assess the environment. In order to do so, this master thesis characterizes and compares the environmental attitudes of Generation X, Y, and Z. The main objectives of the present study are to examine and describe the proposed generational cohorts' attitudes towards the protection of the environment and the factors affecting its quality, and to establish a comparison between the different reported degrees of favor or disfavor. To achieve the proposed goals, an online questionnaire was developed. The present study allowed the conclusion that in Portugal, Generation X's mean level of enjoyment of nature is the highest compared to other dimensions that compose the construct of environmental attitudes. Generation Y and Z reveal a ranking order similar to one another, showing high levels of enjoyment of nature and support for interventionist conservation policies. However, few relationships could be established between the different generations, and contrary to what was inferred, younger generational cohorts have not more pro-environmental attitudes that older ones.
Devido ao impacto significativo de alguns problemas ambientais, como o aquecimento global, a poluição do ar ou o esgotamento de recursos naturais, verificou-se um aumento na consciencialização e na preocupação com a proteção e preservação do meio ambiente. Esse sentimento de responsabilidade ambiental tem-se verificado, especialmente, nas gerações mais jovens que agora são a rosto do movimento ambiental. É, por isso, essencial entender como é que estas gerações do presente, e responsáveis pelo futuro ambiental, avaliam o meio ambiente. Tendo isso em conta, a presente tese de mestrado caracteriza e compara as atitudes ambientais das Gerações X, Y e Z. Os principais objetivos do estudo são compreender e descrever as atitudes das gerações propostas em relação à proteção do meio ambiente e aos fatores que afetam a sua qualidade, assim como estabelecer uma comparação entre os diferentes níveis reportados. Para atingir os objetivos propostos, foi desenvolvido um questionário online. O presente estudo permitiu concluir que, em Portugal, o nível médio de aproveitamento da natureza da Geração X é o mais alto em comparação com outras dimensões que compõem as atitudes ambientais. As Gerações Y e Z revelam uma ordem de classificação e importância semelhante, apresentando elevados níveis de aproveitamento da natureza e apoio a políticas intervencionistas de conservação. No entanto, poucas relações foram estabelecidas entre as diferentes gerações e, ao contrário do que foi inferido, as gerações mais jovens não têm mais atitudes pro- ambientais que as mais velhas.

I media framställs Generation Z som en miljömedveten generation som kan tänkas ha Greta Thunberg som förebild eftersom hon blivit en symbol för miljönrörelsen. Trots att undersökningar visar att Generation Z intresserar sig mer för miljöfrågor och etiska frågor entydigare generationer så finns det forskning som hävdar att generationen är oengagerade, egoistiska och konsumistiska. Uppsatsens syfte är att studera individer i Generation Z:sattityder till hållbart mode och huruvida dessa attityder speglar deras intentioner till hållbarkonsumtion. Avsikten med studien är att få en ökad förståelse till hur ett eventuellt gap mellanattityd och agerande kan förklaras. För att få en djupare förståelse för hur individernas attityder formas samt hur den speglar deras agerande används Trekomponentsmodellen som teoretiskt perspektiv i studien. Det empiriska materialet har samlats in genom en kvalitativmetod i form av tre fokusgrupper där svenska individer i Generation Z deltog. De teman som uppkom under kodningen har kopplats ihop med Trekomponentsmodellen som består av komponenterna uppfattning, känsla och beteende. Resultatet i vår studie tyder på att den viktigaste komponenten till den tvetydigheten som finns hos individerna i Generation Z verkar vara sociala medier. Empirin tyder på en kunskapsbrist, egoism, lathet och bristande engagemang är orsakerna till hur respondenternas agerar. Intervjupersonerna anser att det inte är dem som bär ansvaret för miljön och de hävdaratt miljökrisen ännu inte drabbat dem. Analysen visar även att när de väl konsumerar hållbart är intentionen aldrig att handla hållbart och att mycket av deras attityder till hållbart modeformas utifrån sociala medier. Slutsatsen kan därför dras att sociala medier är den största orsaken till deras attityder och beteende eftersom det visar sig att sociala medier även påverkar det som ligger till grund för deras attityder. Attityderna till respondenterna i denna studie skiljer sig från det Greta står för vilket kan tänkas bero på att hennes attityder speglar hennes agerande. Hennes hållbara attityder och agerande påverkas inte på samma sätt utifrån vad som sägs på sociala medier utan hon använder sociala medier för att nå ut med sinaåsikter. Då denna studie endast är gjord på individer i Generation Z kan resultatet inte generaliseras för en hel generation precis som Greta inte kan tala för en hel generation. Eftersom denna studie endast riktat in sig på tjejer i Generation Z skulle ett förslag till vidareforskning skulle vara att utföra samma studie fast på killar för att undersöka om resultaten skiljer sig.
In media, Generation Z is portrayed as environmentally conscious and that it could conceivably have Greta Thunberg as its role model since she has become a symbol for the environment. Although studies show that Generation Z has more interest in environmental and ethical issues than previous generations, there is also research that claims that the generation is unengaged, egoistic and consumeristic. The thesis purpose is therefore to study individuals in Generation Z’s attitudes towards sustainable fashion and whether these attitudes reflect their intentions towards sustainable consumption. The purpose of the study is to gain a greater understanding of how a possible gap between attitude and behavior can be explained. In order to gain a deeper understanding of how individuals' attitudes are shaped and how they reflect their actions, the three-component model is used as a theoretical perspective in this study. In this study, a qualitative method have been used where the empirical data was collected through three focus groups where swedish indiviuals in Generation Z participated. The themes that occurs during coding are then linked to the three-component model, which consists of perception, feelings and behaviour. The result of our study indicates that the most important component to this ambiguousness that exists among the individuals in Generation Z appears to be social media. The empirical data indicates that knowledge-deficiency, selfishness, indolence and lack of commitment are the reasons for the respondent’s actions. The respondents believe that it is not those who are responsible for the environment and they claim that the environmental crisis has not yet affected them. The result also shows that once they consume sustainably, the intention is never to act sustainably and that much of their attitudes towards sustainable fashion are shaped from social media. It can therefore be concluded that social media is the main cause of their attitudes and behaviour, as it turns out that social media also affects what underlies their attitudes. Unlike the respondents in this study, Greta Thunberg's attitudes and actions differ from those of the respondents since her attitudes reflect her actions. Her sustainable attitudes and actions cannot be changed based on what is being said on social media, instead she uses social media to reach out and get her voice heard. Since this study only focus on individuals in Generation Z, the result cannot be generalized for an entire generation just as Greta cannot speak for her entire generation. Since this study only focused on girls in Generation Z, one suggestion for further research could be to perform the same study on boys to see if the results differ.

碩士
朝陽科技大學
企業管理系
102
Internet has become a new purchasing channel for consumers. The users are generally teenaged to the Generation Z, who are aged between 18-25 years. The aim of thesis is to investigate consumer attitudes and cognitive on the beauty care product. The members of Generation Z were taken as research objects, and were surveyed via a questionnaire. A total of 314 valid respondents were obtained, and four constructs were abstracted from factor analysis, including brand attitude, brand emotion, transfer cost and purchasing behavior. Then structural equation modeling was adopted to test the effects exerted among constructs. The results showed that brand attitude, subject norm, perceived behavior control will all exert influence on behavioral intention positively and significantly. Suggestions for improve business operations were also proposed to practitioners, such as brand value added, sell feedback, build the application.

Abstract Background The advancement of Internet technology and the ability of companies to process large amounts of information has made it possible for marketers to communicate with their customers through customized measures, namely personalized advertising. One of the primary aspects that differentiates personalized advertising from traditional advertising is the collection and use of consumers’ personal information, which have presented marketers with numerous benefits and opportunities. However, this has also raised concerns among consumers regarding their privacy and the handling of their personal information. In this study, the attitudes of Generation Z will be examined regarding data privacy, personalization, and the commercial usage of their personal information, as well as how these attitudes may impact consumer behavior. Purpose                   The purpose of this study is to examine the attitudes of consumers towards personalized advertising and the commercial usage of personal consumer data, with the focus on consumers belonging to Generation Z. Issues regarding data privacy and personalization is explored, as well as how consumer attitudes towards the personalization of advertisements may impact consumer behavior in the digital environment. Method The positivistic approach was applied with the intention to draw conclusions about a population of people, namely Generation Z. A deductive approach was implemented to test an existing theory, the Theory of Planned Behavior (TPB) with the intention to examine whether Generation Z follows the trend found in the literature; namely that younger consumers (Millennials) are more positive towards personalized advertising and the sharing of personal data for commercial purposes than older generations. The empirical data was collected through a survey, which was later analyzed through statistical measures.           Conclusion              The results suggested a predominantly neutral attitude among the survey participants regarding personalized advertising and the sharing of personal data for commercial purposes. Moreover, a positive correlation between consumer attitudes and behavioral intention to interact with personalized advertisements was detected. However, the correlation was found to be rather weak, indicating that consumer attitudes are not necessarily the strongest predictor of behavioral intention among Generation Z consumers in regards to personalized advertising.

This diploma thesis deals with the attitude of the Z generation to Czech documentary films and series. The aim of the work is to describe the common tendencies of the whole generation Z or its subgroups within their attitude to Czech documentary production. The research method for determining the attitude of this generational cohort is a questionnaire survey. In the beginning the Z generation is characterized, its formants and basic characteristics are analyzed. One of the subchapters also focuses especially on the Czech generation Z. In the theoretical part space is also devoted to documentary production, specifically its characteristics, typology and history of documents. The genre of the document is presented both in the global context and also in the Czech environment in the work. The practical part describes the research which has the form of a questionnaire survey. The results are presented for each evaluated question separately while at the end there is a collective summary with the most important and interesting findings from the research.

Web advertising is a fast-growing industry in which brands fight for the attention of the most attractive consumers: Millennials and Centennials. This study aims to test the impact of Web Advertising Visual Design on the consumers’ Online Purchase Intention and, simultaneously, analyze if such influence differs across those generations. Eight hypotheses were stipulated and tested with data from 318 individuals, collected through a questionnaire. A Structural Equation Model was constructed and, while Shaouf, Lü, and Li (2016) have established only an indirect impact on the willingness to buy, through advertising and brand attitudes, this model’s results found a visual design’s direct influence on consumer’s online purchase intention. Furthermore, and contrasting with previous findings, its indirect effect was only relevant through Attitude Toward Brand. Regarding generational differences, this study did not establish a significant disparity in intentions, which can be relevant to help perfect managerial approaches to these segments.