The impact of advertising message strategy – fair labour v. sexual appeal – upon Gen Y consumers' intent to patronize an apparel retailer

2009 ◽  
Vol 13 (1) ◽  
pp. 109-127 ◽  
Author(s):  
Karen Hyllegard ◽  
Jennifer Ogle ◽  
Ruoh‐Nan Yan
Keyword(s):  
Gen Y ◽  
Advertising Message ◽  
Sexual Appeal ◽  
Message Strategy ◽  
The Impact

Investigating the Impact of Social Media on Gen Y Employees' Engagement

2021 ◽  
pp. 1180-1202
Author(s):  
Mohammad Faraz Naim ◽  
Usha Lenka
Keyword(s):  
Social Media ◽  
Employee Engagement ◽  
Structural Equation ◽  
Equation Modeling ◽  
It Industry ◽  
Gen Y ◽  
Relationship Of ◽  
Hr Strategy ◽  
The Impact ◽  
The Given

The study examines the influence of social media on Gen Y employees' engagement. Hypotheses are developed to explain the influence of social media on Gen Y employees' engagement. A sample of 256 Indian Gen Y employees from IT industry participated in the survey. Structural equation modeling is used to test the research hypotheses. Findings reveal that social media has a significant positive effect on Gen Y employees' engagement. It is revealed that social media moderates the relationship of HR practices (communication, collaboration; knowledge sharing and recognition) and engagement in Gen Y employees. While the scope of this study is limited to IT industry and results may not generalize to different industries in different regions. Hence, future studies should test the given hypotheses in different industries of different regions. The findings suggest that organizations should incorporate social media into their HR strategy. The study is one of the first to date, to empirically test the effect of social media on Gen Y employee engagement.

Repurchase intentions in Y generation: mediation of trust and e-satisfaction

2020 ◽  
Vol 38 (4) ◽  
pp. 401-415 ◽  
Author(s):  
Shrawan Kumar Trivedi ◽  
Mohit Yadav
Keyword(s):  
Online Survey ◽  
Ease Of Use ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Content Type ◽  
Repurchase Intentions ◽  
Privacy Concerns ◽  
Gen Y ◽  
The Impact

PurposeResearch on online businesses has focused on the adoption of e-commerce and initial purchase behavior; repurchase intention and its antecedents remain underresearched. The present study develops an empirical model to explore the extent to which trust and e-satisfaction mediate the effect of vendor-specific attributes and customer intention to repurchase from the same online platform.Design/methodology/approachThe proposed model is tested and validated in the context of Generation Y in India. A self-administrated online survey was employed, and the students aged between 20 and 35 at universities in Northern India are selected as subject. The data is analyzed using SPSS 20.0 and AMOS 20.0, where structural equation modeling is used to examine the model and test the hypothesis.FindingsThe results of this study suggest that trust mediates fully between security concerns, privacy concerns, and repurchase intention. E-satisfaction mediates between security and ease of use (EOU).Practical implicationsThis study reveals the fact that security, EOU, and privacy concerns are the critical determinants that have the most impact on consumer's purchasing behavior. Gen Y consumers of India need some strong security features, an easy-to-use interface, a trusted privacy policy. Furthermore, it may be beneficial to observe e-satisfaction and trust as a mediator when identifying potential problems; online satisfaction is essential for the group in this study, and the results show that it impacts on the relation between repurchase intention and some determinant of repurchase intentions.Originality/valueThis research determines the impact of security, privacy concerns, EOU on the online repurchasing behavior of Gen Y in India. The mediation effect of e-satisfaction and trust has also been determined.

scholarly journals Corporate social responsibility impact on talent retention among Generation Y

2020 ◽  
Vol 27 (4) ◽  
pp. 369-392
Author(s):  
Intan Azurin Zainee ◽  
Fadilah Puteh
Keyword(s):  
Corporate Social Responsibility ◽  
Generation Y ◽  
Employee Retention ◽  
Research Model ◽  
Accounting Firms ◽  
Content Type ◽  
Gen Y ◽  
Talent Retention ◽  
Corporate Social ◽  
The Impact

PurposeAs the new emerging workforce, Generation Y (Gen Y) is said to be demanding, influential and possessing strong bargaining power. This study examines the impact of corporate social responsibility (CSR) on employee retention among Gen Y in the accounting profession. CSR is widely researched subject due to its applicability in multidisciplinary fields and industries. This research intends to investigate the nexus between CSR and human capital disciplines. It employs Carroll's pyramid of CSR as the main theoretical framework to establish its relationship with talent retention among Gen Y employees. This study has a threefold aim: (1) to determine the level of CSR awareness, (2) to determine the relationship between CSR dimensions and talent retention and (3) to examine the effect of CSR dimensions on talent retention.Design/methodology/approachThe paper opted for an exploratory study using the structured questionnaire. A total of 377 Gen Y accountants who are currently working in accounting firms located in Klang Valley, Malaysia, were involved as respondents. Data were analyzed using descriptive, correlation and regression analyses to answer the research objectives.FindingsThe paper provided empirical insights about the impact brought by CSR practices in financial-based firms on employee retention. It was found that all CSR elements, as suggested by Carroll, have a significant relationship with employees’ retention. The interaction between the CSR elements and employee retention accounts for 16% of the research model. Based on the multiple regression analysis, it was found that only two CSR elements are the significant predictors of employee retention among Gen Y in the case of financial-based firms in Malaysia.Research limitations/implicationsThis research covers Gen Y employees in accounting firms; thus, generalization is not applicable to other generations. Besides, the predictors of the research study utilize Carroll’s pyramid of CSR. Therefore, future research studies are encouraged to validate the research model into other sectors. Other models of CSR could also be used.Practical implicationsThis paper includes implication for the organization to understand employee retention practices on Gen Y who are currently dominating the workforce.Originality/valueThis paper fulfills an identified need to study how CSR practices could enhance employee retention among Gen Y in the organization.

Strategic impact of retail 4.0 on retailers’ performance in Malaysia

2019 ◽  
Vol 35 (11) ◽  
pp. 1-3 ◽  
Author(s):  
Poorni Sakrabani ◽  
Ai Ping Teoh ◽  
Azlan Amran
Keyword(s):  
Inventory Management ◽  
Industry 4.0 ◽  
Retail Industry ◽  
Young Generation ◽  
Content Type ◽  
Gen Y ◽  
Novel Technologies ◽  
Brick And Mortar ◽  
Strategic Impact ◽  
The Impact

Purpose The Malaysian retail industry, which contributes toward almost 45 per cent of the country's Gross Domestic Product (GDP) is on a downward trend. As such, the main purpose of this study is to improve the performance of the Malaysian retail industry through the incorporation of Industry 4.0 technologies. The incorporation of Industry 4.0 technologies in the retail industry has led to the emergence of Retail 4.0 which can also be defined as omni-channel retailing. Design/methodology/approach The adoption of Retail 4.0, which is a combination of omni-channel retailing and also novel technologies, has been proven to improve the performance of retailers in many countries. As such, the authors have given suggestions on how Retail 4.0 can be incorporated by Malaysian retailers for the betterment of the Malaysian retail industry. Findings Problems faced by retailers these days are boring `brick and mortar' stores, out of stock (OOS) issues, price discrepancy and long queues. Retail 4.0 has enabled retailers to overcome these problems by creating novel shopping experiences, better inventory management, and improved operational efficiency and also more informed decision making in real time. Limitations The incorporation of Industry 4.0 technologies in Malaysia is still in the infancy stage. As such, skilled professionals need to be brought in to help implement these technologies in the retail industry. Practical implications Omni-channel retailing and the usage of various technologies by `brick and mortar' stores is very appealing to Malaysia's Gen Y and Gen Z who make up 67 per cent of the country's population. The spending power of this young generation can help to boost the performance of the Malaysian retail industry. Originality/value To date, no known study has been done on the impact of Retail 4.0 on Malaysian retailers. The results of this study will be very valuable to managers who are keen to improve the performance of their respective retail channels.

Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers

2017 ◽  
Vol 11 (4) ◽  
pp. 413-433 ◽  
Author(s):  
Harminderjit Kaur ◽  
Bikramjit Singh Hundal
Keyword(s):  
Behavioural Change ◽  
Working Women ◽  
Research Paper ◽  
Marketing Strategies ◽  
Women Consumers ◽  
Content Type ◽  
Sexual Appeal ◽  
Switching Behaviour ◽  
The Mind ◽  
The Impact

Purpose The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The literature was scant in examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour of consumers. Therefore, this research paper examines the impact of different marketing strategies used by the advertisers on the components of the attitude of the consumers. Design/methodology/approach First, the perception of the consumers towards the traits was measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour of consumers was scrutinized using regression analysis, and then descriptive statistics approach was used to analyse the switching behaviour and the most important tactic used in the advertisement. Findings The results indicate that repeated exposure, comparison of products and sexual appeals has a significant impact on the mind of consumers which determines the influence of advertising tactics. Further, the results evaluated that information, pricing element, image of company and sexual appeal are the other important traits influencing the cognitive attitude of consumers. The consumers switch to the advertised products which indicate the behavioural change with the impact of advertisement. Research limitations/implications This research paper is suffering from some limitations as the area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar, Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the changing behaviour and the attitude, income level and media, the response of the consumers in the present study may not be relevant in the future period. The study was confined to the working women consumers only and does not represent the whole population. Practical implications This research paper provides an insight to the marketers. The managers can measure how by using appropriate tactics can they make their advertising more effective. In case of unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics to make their products/brands more pertinent and important among the consumers. Originality/value This research paper examines the impact of TV advertisement of beauty products on the components of the attitude of the urban working women consumers. This study presents the influence of the various marketing strategies used in the advertisement to influence the purchase and the switching behaviour of consumers.

PERSUASION IN THE LIGHT OF RESEARCH ON ADVERTISING MESSAGES

2019 ◽  
Vol 6 ◽  
pp. 412
Author(s):  
Kazimierz Nagody-Mrozowicz ◽  
Luis Ochoa Siguencia ◽  
Agnieszka Chęcinska-Kopiec ◽  
Łukasz Budziński
Keyword(s):  
Research Question ◽  
Survey Method ◽  
Online Forums ◽  
Consumer Decisions ◽  
Identification Process ◽  
Advertising Message ◽  
Tourism Advertising ◽  
Methods And Techniques ◽  
Interactive Version ◽  
The Impact

The research presents the process of advertising message and the mechanisms of its influence on consumer decisions. The goal of the article is to present the findings to the research question: Do the methods and techniques used in tourism advertising messages have an impact on society?  To give answer to our research question, the diagnostic survey method was adopted and a research tool was used in the form of a questionnaire, which in the interactive version was filled in by the participants of the most popular online forums. The questionnaire was available on several social networks and on a special generated page for this purpose from February 1 to May 31, 2016. The research shows that the very important mechanism of persuasion is the impact of the identification process with the person's respect and authority. An important role in the process of persuasion is also played by the content of the advertising message, which brings the recipients pleasant associations and entertains. The rules of influence used in advertising messages are no longer a new or emotional topic. Still, some moral doubts give rise to those of them which, through their physical characteristics, are difficult to grasp for human abilities and perceptive abilities, and therefore also in many cases foreign and unwanted.

scholarly journals Pengaruh Lingkungan kerja, Budaya Organisasi, Pengembangan Karyawan dan Kepuasan Kerja terhadap Retensi Karyawan Generasi Y di PT Pamapersada Nusantara

2019 ◽  
Vol 27 (1) ◽  
pp. 26-37
Author(s):  
Husain Nurisman
Keyword(s):  
Job Satisfaction ◽  
Employee Retention ◽  
Employee Development ◽  
Sampling Technique ◽  
Organization Culture ◽  
Structure Equation ◽  
Equation Modeling ◽  
Gen Y ◽  
Structure Equation Modeling ◽  
The Impact

The aim of this study to investigate the impact of  Work Enviroment, Organization Culture, Employee Development, Job Satisfaction to Gen Y Employee Retention using Structure Equation. The data is obtained from 225 Gen Y employees from PT Pamapersada Nusantara. The responden ware chosen by Proportionate Stratified Sampling Technique. The data was collected with questionaire and analysis with Structure Equation Modeling (SEM). Result of this study is there is a significant impact of Work Enviroment, Organization Culture, Employee Development to Job Satisfaction and there is no significant impact of  Work Enviroment, Organization Culture, Employee Development, to Employee Retention also there is indirect effect of  Organizational Culture and Employee Development to Employee Retention through Job Satisfaction.

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