Value-Based Segmentation of Generation Z Women Consumers of India : Replication and Validation of Model

In 2017 the majority of internet users are 19-34 years old or 49.52% (APJI, 2017). Almost half of the internet users in Indonesia are digital natives who were born after 1980: Generation Y (1980-1995) and Generation Z (1996-2009). This research will be focused on Generation Z as the true generation of the internet. Generation Z was born when the internet is available, a contrast to Generation Y who is still experiencing the transition of the internet. The purpose of this research is to find an effective way of providing information about media literacy to Generation Z. Through descriptive qualitative, the study was conducted with in-depth interview and observation toward 12 university students in Jakarta. The results showed that there are four effective ways of providing information about media literacy which is i) videos distributed to social media such as Youtube and Instagram, ii) interesting memes in communicative style, iii) through selebgram or micro-celebrity in Instagram who is consider as a role model and have a positive image, and iv) roadside billboards. Another interesting finding is that male informants tend to like media literacy information through videos and memes, while female informants prefer campaigns conducted by positive image selebgram and billboard. AbstrakPada tahun 2017 pengguna internet di Indonesia mayoritas berusia 19-34 tahun yaitu sebanyak 49,52% (APJI, 2017). Dari data tersebut terlihat bahwa hampir sebagian pengguna internet di Indonesia adalah digital natives atau penutur asli teknologi digital yaitu orang-orang yang lahir setelah tahun 1980: Generasi Y (1980-1995) dan Generasi Z (1996-2009). Penelitian ini akan difokuskan kepada Generasi Z karena mereka dianggap sebagai sebenar-benarnya generasi internet. Generasi Z lahir saat teknologi tersebut sudah tersedia, berbeda dengan Generasi Y yang masih mengalami transisi teknologi hingga menuju internet. Tujuan penelitian ini adalah mencari tahu cara yang efektif dalam memberikan informasi mengenai media literasi kepada generasi Z. Metode yang digunakan adalah deskriptif kualitatif dengan observasi dan wawancara mendalam. Informan berjumlah 12 orang mahasiswa di Jakarta. Hasil penelitian menunjukkan bahwa ada empat cara yang efektif dalam memberikan informasi mengenai media literasi yaitu i) video yang disebarkan ke media sosial seperti Youtube dan Instagram, ii) meme menarik dengan bahasa yang mudah dimengerti, iii) melalui selebgram yang menjadi panutan dan berimage positif, dan iv) papan iklan di pinggir jalan. Temuan menarik lainnya adalah informan laki-laki cenderung menyukai informasi media literasi melalui video dan meme yang disebarkan ke media sosial, sementara perempuan lebih menyukai kampanye yang dilakukan oleh selebgram berimage positif dan papan iklan.

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Analyzing Factors Influencing Behavior Intention to Use Snapchat and Instagram Stories

International Journal of New Media Technology ◽

10.31937/ijnmt.v4i2.783 ◽

2017 ◽

Vol 4 (2) ◽

pp. 75-81 ◽

Cited By ~ 1

Author(s):

Vincent Valiant Coa ◽

Johan Setiawan

Keyword(s):

Structural Equation Modeling ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Social Presence ◽

Structural Equation ◽

Equation Modeling ◽

Intention To Use ◽

Generation Z ◽

Acceptance Model ◽

Behavioral Intention To Use

Snapchat, and Instagram are two social networks which recently gain their users after adopting such a feature called "Story" which allows a certain post to be disappeared after a certain time. This research takes up this technology trends analyzing the factors that probably affect the behavioral intention to use Snapchat and Instagram stories among generation Z. Factors are analyzed using Structural Equation Modeling, with basis model and variables from Technology Acceptance Model. Data collection was targeted to finished within 1 week using online questionnaire with respondent from Jakarta and Tangerang for 100 respondent that are using both Snapchat stories and Instagram Stories. There are two tools researcher usually use to analyze Structural Equation Modeling: SPSS AMOS and LISREL. In this research, researchers choose AMOS. From six hypothesis proposed for Snapchat analysis, four hypothesis is accepted, while the other two are rejected. Meanwhile, on Instagram Stories analysis, five hypothesis is accepted and one hypothesis is rejected. This study finds out the Social Presence is an exogenous variable which has a major role in affecting other variables. While Perceived Enjoyment influenced the behavioral intention to use Snapchat and Instagram Stories the most. Index Terms—Structural Equation Modeling, Technology Acceptance Model, influence, generation Z, Snapchat, Instagram REFERENCES [1] L. Chin and Z. Ahmad, "Perceived Enjoyment and Malaysian Consumers’ Intention to Use a Single Platform EPayment", SHS Web of Conferences, vol. 18, 2015. [2] M. Ariff, T. Shan, N. Zakuan, N. Ishak and M. Wahi, "Examining Users' E-Satisfaction in the Usage of Social Networking Sites; Contribution from Utilitarian and Hedonic Information Systems", IOP Conference Series: Materials Science and Engineering, vol. 58, 2014. [3] K. Hassanein and M. Head, "Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping", International Journal of HumanComputer Studies, vol. 65, no. 8, pp. 689-708, 2007. [4] P. Surendran, "Technology Acceptance Model: A Survey of Literature", 2012. [5] F. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, vol. 13, no. 3, p. 319, 1989

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CREATIVE APPROACHES TO THE TEACHING SOCIOHUMANITARIAN DISCIPLINES, IN THE TRAINING OF GENERATION “Z” REPRESENTATIVES

The Educational Discourse a collection of scientific papers ◽

10.33930/ed.2019.5007.20(2)-5 ◽

2020 ◽

pp. 55-67

Author(s):

Tatiana Kadlubovich ◽

Darina Chernyak

Keyword(s):

Information And Communication Technologies ◽

Teaching And Learning ◽

Cognitive Activity ◽

Communication Technologies ◽

Value Orientations ◽

Educational Process ◽

Generation Z ◽

Information And Communication ◽

Everyday Reality ◽

Independent Work

The article deals with the value orientations, attitudes, life views of modern students - representatives of Generation “Z”, for whom digital technologies are an everyday reality. The experience of working with students during class and independent work is given. The authors, based on the latest research, prove that the modern generation with its peculiarities needs new creative methods and teaching methods that will take into account the specifics of cognitive activity of modern youth, its values, needs, psychological characteristics and technical skills. It is necessary to change not only teaching and learning methods, but also the style of communication between the subjects of the educational process, the form of presentation of information, knowledge, preparation of a new type of educational and methodical literature, active use of information and communication technologies.

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Knowledge Management for Human Resources:Profile of a Generation Z Employee

Proceedings of the 20th European Conference on Knowledge Management ◽

10.34190/km.19.146 ◽

2019 ◽

Keyword(s):

Knowledge Management ◽

Generation Z

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ESPORTS TOURNAMENTS AS A FORM OF STRATEGIC PROMOTION OF PRODUCTS AND SERVICES

EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA ◽

10.36871/ek.up.p.r.2020.07.02.003 ◽

2020 ◽

Vol 2 (7) ◽

pp. 19-23

Author(s):

V. V. VELIKOROSSOV ◽

◽

Yu. M. BRYUKHANOV ◽

A. O. TITOVA ◽

◽

...

Keyword(s):

World Economy ◽

The State ◽

Generation Z ◽

Current Trends ◽

Analytical Studies ◽

International Consulting ◽

The World ◽

Private And Public ◽

Effective Integration ◽

Official Data

The article is dedicated to eSports as a new and promising sector of the world economy that provides businesses with effective integration scenarios. This contributes to the development of cooperation of private and public investors with eSports holdings, as well as to the involvement of the generation Z audience in promising consumption of interested companies’ products. The article examines the current trends in the development of the eSports market using analytical studies of international consulting companies. The official data characterizing the state of the eSports market in Russia are also represented. The article provides information about the model of monetization of eSports and its perspective directions. In conclusion, the article makes the necessary inferences to assess the prospects of such areas of the economy as eSports, both for the industry of interactive entertainment and for representatives of other market sectors.

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