Examining the impact of differing guilt advertising appeals among the Generation Z cohort

Purpose This study aims to evaluate the role of personality in digital library systems (DLS) adoption intention among Generation Z (Gen-Z) students. The study uses the unified theory of acceptance and use of technology-2 and the five-factor model to investigate personality’s influence on Gen-Z’s DLS adoption intention. Design/methodology/approach The study is a descriptive causal investigation based on primary data collected through a self-administered survey using pre-validated tools. The study uses structural equation modeling to investigate personality dimensions’ direct and moderating effect on the dependent, independent variables and their relation. Findings The study results indicate that personality has no significant influence on Gen-Z’s DLS adoption, suggesting the ubiquity and inevitability of technology in current times. Also, only performance expectancy had a considerable impact on DLS adoption among Gen-Z going to college – a deviation from past studies where multiple independent variables have influenced DLS adoption when examined from different technology adoption model angles. Research limitations/implications The current research is done on Gen-Z, and thus the results are ideographic to the cohort. Practical implications The results of the study can be used to effectively design and communicate technology-enabled information solutions among the Cohort. Social implications The results of the study help better understand the factors affecting the technology adoption intentions of Gen-Z. Such understanding can help in better design and implementation of technology-enabled solutions for the cohort, maximizing such system adoption and its effective and efficient utilization. Originality/value The study explores the impact of personality on DLS adoption intentions, hitherto unexplored. The research also focuses on Gen-Z – a cohort born in a technology-enabled world whose attitude and preferences towards technology might differ. The study’s findings will help understand the influence of personality on DLS adoption among the Gen-Z and can be used to design, promote and evaluate such systems.

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A STUDY ON THE IMPACT OF ADVERTISING APPEALS ON CONSUMER BUYING DECISION

i-manager’s Journal on Management ◽

10.26634/jmgt.15.3.17666 ◽

2021 ◽

Vol 15 (3) ◽

pp. 28

Author(s):

ARORA POONAM ◽

KANWAR ARCHIE ◽

CHANDAN SHIKHA ◽

ZALAWADIA URVIKA ◽

◽

...

Keyword(s):

Advertising Appeals ◽

The Impact

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Advertising appeals and Malaysian culture norms

Journal of Asian Pacific Communication ◽

10.1075/japc.00004.raz ◽

2018 ◽

Vol 28 (1) ◽

pp. 61-82 ◽

Cited By ~ 3

Author(s):

Syed Hassan Raza ◽

Hassan Abu Bakar ◽

Bahtiar Mohamad

Keyword(s):

Cultural Context ◽

Strategic Communication ◽

Cultural Dimensions ◽

Content Validation ◽

Measurement Instruments ◽

Advertising Appeals ◽

Expert Rating ◽

Validation Procedure ◽

Development And Validation ◽

The Impact

Abstract The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context. Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context. The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation. The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure.

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Citi.gen Z+: the citizens of tomorrow

Open Schools Journal for Open Science ◽

10.12681/osj.23359 ◽

2020 ◽

Vol 2 ◽

Author(s):

A. Maragkaki ◽

N. Oikonomopoulou ◽

D. Panigyraki ◽

P. Argyri

Keyword(s):

Quantitative Analysis ◽

Basic Question ◽

Qualitative And Quantitative Analysis ◽

Global Citizens ◽

Qualitative And Quantitative ◽

Generation Z ◽

Global Challenges ◽

Global Problems ◽

The Future ◽

The Impact

The name of our project is CITI.GEN Z+. The word citi.gen is a combination of citizen and generation, Z is the number of our generation and + refers to all the future ones. We chose this name because it fully expresses our cause, which is to help the members of the new generations become the global citizens of tomorrow. An overview of global challenges of our world, leads to a basic question ‘How citizens are we?’ and more specific ‘How citizens are the next generation’. In those terms, we design a research to measure the impact in attitudes of global problems to our school community. The methodology based on qualitative and quantitative analysis. As expected, results of this project are the change of the youth’s mentality on matters that affect everyone’s future. We have decided to put together a team of professionals that will help adolescents get through issues they might be faced with and in general aid them in improving their lifestyle. With the passage of time, this “club” will expand and hopefully support all the kids in need. This way, we will create a society where citizens are informed and activated to ameliorate the future.

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Marketing Campaign Combination of Batak Woven Cloth and Athleisure for Generation Z

IMOVICCON Conference Proceeding ◽

10.37312/imoviccon.v1i1.16 ◽

2019 ◽

Vol 1 (1) ◽

pp. 144-154

Author(s):

Adelia Muliawan

Keyword(s):

Healthy Lifestyle ◽

Young Generation ◽

Video Adaptation ◽

Integrated Marketing ◽

Literature Study ◽

Fast Fashion ◽

Marketing Campaign ◽

Fashion Brand ◽

Generation Z ◽

The Impact

Given the impact of the globalization, the healthy lifestyle trend has influence Indonesian’s lifestyle. One influence in the economic system is the entry of a fashion series called Athleisure. The increasingly growing international fast- fashion brand H&M , Stradivarius, Pull and Bear and Zara in Indonesia, has made the society, especially women wore Athleisure as a streetwear since the year 2015-2019. The modern era made Indonesian young generation, which is generation Z forget the heritage of Indonesia textiles, one of it is Ulos, a Batak woven cloth from Sumatra. The unfamiliarity of this Batak woven cloth can be analyzed through qualitative and quantitative data collection in the form of interview and literature study. The unfamiliarity of Ulos can be socialized through an integrated marketing campaign, by providing fashion posters in instagram feeds with words describing Ulos as the inspiration,making a video adaptation about the Toba Myth and spread it through to persuade them to learn and giving discounts to get their attention, and twitter to engage with the audience.

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How Millennials Affect Corporate Culture

Research Papers Faculty of Materials Science and Technology Slovak University of Technology ◽

10.2478/rput-2019-0045 ◽

2019 ◽

Vol 27 (s1) ◽

pp. 76-83

Author(s):

Petra Urbanovičová ◽

Justína Mikulášková ◽

Miloš Čambál ◽

Milan Edl

Keyword(s):

Corporate Culture ◽

Materials Science ◽

Science And Technology ◽

Age Composition ◽

Research Results ◽

Sustainable Performance ◽

Generation Z ◽

The Impact

Abstract Corporate culture is made by the company´s employees. However, their age composition is different and is members of different generations that interact. Every generation brings with it something new, not only positive but also negative. Therefore, each generation should work together to eliminate the negative aspects and highlight the benefits of each generation and exploit them to their advantage. Each of the generations influences the corporate culture in different ways. The aim of the paper is to point out the results of research, which was realized at Faculty of Materials Science and Technology in Trnava and focused on individual generations of employees. We draw attention especially to the Generation Z, its impact on corporate culture and the new “wind” that it brings. This paper was written on the basis of research results of VEGA project No.1/0348/17 “The impact of the coexistence of different generations of employees on the sustainable performance of organisations”.

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Literasi Pajak Pertambahan Nilai (PPN) dan Perilaku Konsumtif pada Generasi Z

Owner ◽

10.33395/owner.v6i1.587 ◽

2022 ◽

Vol 6 (1) ◽

pp. 508-516

Author(s):

Joko Sustiyo

Keyword(s):

Regression Analysis ◽

Linear Regression ◽

Financial Literacy ◽

Linear Regression Analysis ◽

Simple Linear Regression ◽

Validity And Reliability ◽

Simple Linear Regression Analysis ◽

Generation Z ◽

Consumptive Behavior ◽

The Impact

Research on the impact of VAT literacy on consumptive behavior has not been studied in Indonesia. Most studies link financial literacy to consumptive behavior. To find out whether VAT literacy has an effect on consumptive behavior, this study uses simple linear regression analysis. The validity and reliability of the questionnaire instrument was confirmed first, which resulted that all questions on the questionnaire were valid and reliable. Then, the classical assumption test was carried out to ensure that the linear regression model was reliable which concluded that the data were normally distributed and there was no heteroscedasticity. Simple linear regression analysis shows that the predictor has a negative and significant effect on the consumptive behavior of Generation Z. The coefficient value of -1.130 indicates that an increase in VAT literacy by 1 point will reduce the consumptive behavior of Generation Z by 1.130 points. In other words, someone who knows and understands the VAT regulations will have the potential to reduce the consumption of goods and services.

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Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

International Journal of Customer Relationship Marketing and Management ◽

10.4018/ijcrmm.2021040102 ◽

2021 ◽

Vol 12 (2) ◽

pp. 17-35

Author(s):

Sheena Lovia Boateng

Keyword(s):

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Intentions ◽

Purchase Decisions ◽

Electronic Word Of Mouth ◽

Generation Z ◽

Increasing Demand ◽

The Impact ◽

Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

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Using Memes to Carve a Space for Undocumented Latino/a Visibility and to Tackle Fossilized Myths

Latin American and Latinx Visual Culture ◽

10.1525/lavc.2021.3.4.12 ◽

2021 ◽

Vol 3 (4) ◽

pp. 12-34

Author(s):

Kaitlin E. Thomas

Keyword(s):

United States ◽

Social Media ◽

Nonprofit Organization ◽

The United States ◽

Generation Z ◽

The Social ◽

Online Activism ◽

Cultural Functions ◽

The Impact

This article considers the impact of memes shared among Millennial and Generation Z–oriented Latino/a social media outlets during the years 2014–17, and proposes reading memes as viable microliterary texts. Through the examination of many dozens of memes and hundreds of Facebook posts from the nonprofit organization UndocuMedia, I have identified two themes that reoccur with notable frequency: (in)visibility and knowledge. As expressed within the memetic platform, these themes have cultural functions beyond superficial banter: humor detracts from political absurdity, arguing points permits one to assume defensive and protective postures, and connecting with friends expands the network of allies. I first define memes and explain how they might be read as socially conscious microliterary texts. I then examine selected meme examples to illustrate how they are shared with the intent to challenge the social and political marginalization that has long plagued the undocumented Latino/a demographic in the United States and to debunk long–held fossilized myths. I conclude by discussing the role of accompanying hashtags and emoji in the process of transplanting online activism to the offline world.

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