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2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jihyun Sung ◽  
Veena Chattaraman

PurposeThe primary purpose of this study was to investigate Gen-Y men's implicit beliefs, perceptions of their appearance and apparel styling, degree of fashion involvement, novelty seeking behavior and attitudes/intention toward the new style subscription box retail model.Design/methodology/approachAn online survey was used to collect data from adult men who were born between 1977 and 1994 residing in the USA. For data analyses, SPSS and AMOS were utilized for preliminary analysis and hypotheses testing with the structural equation modeling approach.FindingsThe findings of this research demonstrated that Gen-Y men's appearance management behaviors are guided by their innate mindsets or implicit theories, which further influenced their perceptions toward fashion and style subscriptions. Although Gen-Y men's degree of fashion involvement did not have a significant influence on their attitudes, this study found that their novelty seeking behavior positively influenced their attitudes and thus their intention to use style subscription box retail.Originality/valueTo the researchers' knowledge, this study is the first to explore the role of innate mindsets among male consumers in the Gen-Y group in the context of style subscription box retail. Therefore, the findings of the research will add theoretically grounded insights by linking the research area of the style subscription box retail and implicit theory appearance, as well as provide marketing strategies for style subscription box retailers.


2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geeta Marmat

Purpose This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention. Design/methodology/approach This research develops a framework and a few research hypothesis based on available literature on the concept of aesthetics, aesthetic attribute of websites and CBE, as well as other reliable resources, relevant theories, wherever required and tested it on the data collected from 400 respondents of the Y generation (Gen Y) of India by means of structural equations modelling using SPSS AMOS 21. Findings The findings indicate that expressive aesthetics of the brand Web pages of the beauty products is positively associated with drawing attention. Expressive aesthetics and classical aesthetics together explained 16% of the variance in attention. This indicates that aesthetic attributes indeed play a role in drawing the attention of the customer. However, mere attention is not sufficient to form the behavioural intention in the customer to engage with that particular brand unless the customer does get fully absorbed with aesthetic attributes of the brand Web pages. Research limitations/implications The outcome of this research is based on the view of only 400 Gen Y individuals from the city of Indore in India. This limits its generalizability across India and other country context. This study makes important contribution to brand website aesthetic and CBE literature by empirically investigating the concept of brand website aesthetics as important in interactive marketing approach to initiate CBE intention formation. It further argues that cognitive engagement is the first and foremost engagement dimension and underscores aesthetic attributes as important in forming the customer first perception based on which subsequent CBE behavioural intention develops. Originality/value This research adds novel insight in the relationship of the brand website aesthetic attributes and CBE by studying the impact of the aesthetic attribute of brand Web pages on the two cognitive elements, namely, attention and absorption and further its effect on brand behavioural intention taking as sample of Gen Y of India.


2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Hamdi ◽  
Nurul Indarti ◽  
Hardo Firmana Given Grace Manik ◽  
Andy Susilo Lukito-Budi

Purpose This study aims to examine the effect of entrepreneurial intention and attitude towards knowledge sharing on new business creation by comparing two generations, Y generation (millennials) and Z generation (post-millennial). In addition, the current study uses a social cognitive theory as a point of departure to test the research hypotheses. Design/methodology/approach This study deploys a quantitative approach (hypothetic-deductive approach) by surveying 300 respondents representing the two Indonesian generations. The questionnaire consisting of demographic items (age, education, etc.) and variables was the primary research instrument. This study used regression analysis, a Wald test for examining the proposed hypotheses and a t-test to provide a deeper analysis of the findings. Findings Findings from the current study show that Gen Y is still seeking a balance for their learning sources by involving in their social environments as well as exploring the digital world. In contrast, Gen Z is much more dominant in the independence to learn things that interest them. They have less dependency on social patrons but prioritise themselves as the leading model. Practical implications The findings of this study provide practical implications for higher education institutions in the development of entrepreneurship education to achieve learning effectiveness. Originality/value This study aims to contribute by providing empirical evidence in the effect of entrepreneurial orientation and attitude towards knowledge sharing on new venture creation with particular reference to Gen Y and Gen Z, suggested by previous studies. Although Gen Y and Gen Z are digital natives, this study provides insight into a shift in the characteristic of two generations, as also found in comparison to previous generations, such as Baby-Boomer vs Gen X and Gen X vs Gen Y. This study proclaims the need to adjust organisational theories to enable them to explain the shifting phenomena at the micro and macro level for every generation. Exploratory research to better understand the characteristics of a generation in other settings is a crucial proposal proposed by this study.


2022 ◽  
pp. 200-235
Author(s):  
Emrah Gülmez

Purpose is a definitive statement about the difference that a brand is trying to make in the world. It is becoming more and more popular every day, especially because Gen Y and Gen Z are more interested in economic, political, environmental, and social problems in the world. The interest and sensitivity of these issues have also been reflected in marketing and brand communication. In this context, purpose-driven marketing is a marketing perspective and trend that aims to connect brands with their consumers through their brand purpose. The implications of all these in the field of marketing have begun to be seen in Turkey, too. In particular, brands in the dishwashing detergent market have entered a purpose-driven marketing war with each other, so to speak. Finish, Fairy, and Pril have made purpose-driven marketing campaigns in Turkey. So, in this chapter, Water of Tomorrow by Finish, Don't Waste by Fairy, and Together at the Table by Pril campaigns are examined within the scope of purpose-driven marketing as case studies.


2021 ◽  
Author(s):  
Musdalifah Qadariah
Keyword(s):  

Wawasan nusantara merupakan suatu hal yang penting untuk dipahami oleh seluruh rakyat Indonesia. Akan tetapi, sangat disayangkan masih banyak masyarakat Indonesia yang memiliki wawasan nusantara yang rendah.Pergeseran wawasan Nusantara ini dianggap dipengaruhi oleh gaya hidup hedonis yang bukan hanya melintas pada generasi muda, namun dipertontonkan oleh para pemimpin dan wakil rakyat. Setiap generasi memiliki sejarahnya masing-masing, kelahiran Gen (Y) dan Gen Z merupakan proses alamiah bagi kemajuan bangsa yang tidak hanya menjadi dominasi Indonesia tetapi juga seluruh dunia. Perbedaan antar generasi dalam konsepsi pemahaman akan wawasan kebangsaan melahirkan pola baru berfikir dan bertindak bagi generasi. Berkaiatan dengan wawasan kebangsaan, generasi Z tidak memikirkan dengan serius. Mereka melakukan penjelajahan dalam dunia maya, namun perspekstif kritis dalam menyaring informasi, jauh melebihi generasi sebelumnya. Membangun wawasan kebangsaan generasi milenia dan Gen Z pasti akan berbeda. Bagi mereka nilai-nilai kejujuran, keterbukaan, demokratisasi, penghargaan akan hakhak dasar manusia, harus menjadi pertimbangan dalam kehidupan baru sebuah negara. Mereka adalah generasi penerus yang memiliki visi global yang harus diintrodusir dalam bungkus nasionalisme yang pekaterhadap kehidupan berbangsa dan bernegara.Latar Belakang Wawasan nusantara bertujuan mewujudkan nasionalisme yang tinggi di segala aspekkehidupan rakyat Indonesia yang lebih mengutamakan kepentingan nasional daripada kepentingan individu, kelompok, golongan, suku bangsa ataupun daerah.


2021 ◽  
Vol 3 (2) ◽  
pp. 1-13
Author(s):  
Pamela J. Olubunmi Smith

What is in a name? It is a testament to everything relational, from the ceremonial to the conventional to the familial! The progression from ‘Knowing of a person’ (mímọ ẹnì kan); ‘knowing something about that person’ (mímọ nǹkan nípa ẹni náà, mímọ ẹni náà); to ‘knowing that person well, personally’ (mímọ ènìyàn náà dáadáa) describes the various levels and depths of measuring knowledge of and/or familiarity with that person. It determines and builds the foundation of relationships. Thus, the trajectory of relationships run the gamut from having heard once of or about the person’s name mo ti gbọ or ́ úkọ yẹn rí (I have heard of that name before); to knowing a smattering bit of information associated with that name, bẹ́ẹ̀ ni, mo mọ ǹkan díẹ̀ nípa orúkọ yẹn (yes, I know a little about that name/person); to having a good knowledge of the person through study of his/her published works, mo ti ka àwọn ìwé wọn; mo mọ iṣẹ́ wọn dáadáa (I have read his/her works; I am quite familiar with them); to intimate, first-hand knowledge of and familiarity with the person, works and all, the Mo mọ wọ ̀ n dáadáa ́ (I know him/her very well, personally), indeed, at the formal and familial levels of relationships. 2 Pamela J. Olubunmi Smith Thanks to the immense, providential endowment trumpeted on the airwaves, and flashed on screen, and showcased on makeshift stages from hamlet, to village, to town squares and city halls, and planted in almost every household so the gen-X and gen-Y Yorùbá can, in varying degrees, claim knowledge of and familiarity with Bàbá Fálétí, the man, the artist, the actor, the prodigious poet, indeed, the half-sung, consummate bard, the cultural icon, beloved son of Yorùbáland. With even greater gratitude to the dear friend who, as the story goes, having read, at Fálétí’s request, a lengthy poem Fálétí had penned in English, advised his B.A. honors-in-English friend to start writing in Yorùbá. Thankfully, Fálétí heeded his friend’s daring, but honest friendly advice, switching his language choice to Yorùbá, and thus making us all heirs to a lasting legacy undoubtedly steeped in and shaped by quintessential Yorùbá traditions.


2021 ◽  
Vol 22 (3) ◽  
pp. 1602-1622
Author(s):  
Norzanah Mat Nor Arshad Ayub ◽  
Elaina Rose Johar ◽  
Siti Murni Mat Khairi

Researchers and practitioners have been very enthusiastic and spend the most determinations to study all possible means in order to grab the most advantage from their human resources (HR) especially the Gen Y employees. These employees are pertinent to the part of organisation’s strategic business plan and contribute to the organisation’s performance as well as sustainable competitive advantage. Hence, employee commitment remains a key challenge especially in small and medium enterprises (SMEs) in Malaysia. The purpose of this paper is to investigate the relationship of compensation, training, employee involvement as well as the ability, motivation and opportunity (AMO) model towards employee commitment. The study also seeks to provide the theory-based empirical evidence that the role of AMO model as a mediator in achieving the commitment of employees and used Social Exchange Theory (SET) in order to explain the theoretical rationale of the study model. A total of 168 Gen Y employees representing SMEs service sectors in Selangor, Malaysia participated in this study. Partial Least Square-Structural Equation Modelling (PLS-SEM) was utilised in order to explain the relationship among HR practices towards employee commitment as well as AMO model as a mediator. A key finding that emerged from the analysis showed that only training has direct relationship toward the employee commitment and AMO model plays an important role in gaining employee commitment as it mediates the relationship of employee involvement. However, compensation has no effect in any relationship. Particularly, this study has helped to place the human resource practices, AMO model and employee commitment in the SET by giving a new perspective theoretically that the correct approach of gaining commitment of employees by providing the appropriate practices that employee will reciprocate in return. Also, it showed that Gen Y employees are seeking more involvement than compensation in order to commit themselves. SMEs should involve employees in their daily activities or any decision-making and offers other recognition programs, as money and remuneration are no longer a motivational urge for employees to become committed. Moreover, the findings could therefore serve as a turning point for SMEs to start concentrating and provide more job-related training so that employees can upgrade their skills particularly in this Industrial 4.0 era, where everything changes greatly in the way they deal with others.


post(s) ◽  
2021 ◽  
Vol 7 ◽  
pp. 362-371
Author(s):  
Catalina Barroso-Luque
Keyword(s):  

Deslices es un proyecto en curso que comenzó en abril de 2019. La colaboración migra entre voces, cuerpas y geografías (Ciudad de México, Lima, Glasgow y Londres). La presente iteración reúne extractos de un diálogo vía WhatsApp entre les artistes Catalina Barroso Luque y Daniella Valz Gen y se manifiesta en una piezade audio y un documento gráfico. La obra ofrece reflexiones a través de puntos de encuentro entre identidades y culturas, divergencias, malentendidos y una multiplicidad de nociones de género. Naciendo como una comisión para el festival de arte de Glasgow International, Deslices existe como texto en inglés con la intención de ser inteligible a una audiencia anglohablante.


2021 ◽  
Author(s):  
◽  
Lanoi Maloiy

<p>Leadership is an extensively discussed and researched concept in scholarship. A vast amount of literature focuses on adult leadership, especially in a political and organizational context. Adult leadership places emphasis on the role of individual leaders, whilst youth leadership takes a participatory approach. Leadership scholars indicate that this participatory approach to youth leadership, involves young people addressing community concerns and at a civic level, engaging in planning and decision-making. Social participation traits and civic identity are developed during adolescence yet very little research has been undertaken in this area since the 1960s. This suggests that youth leadership is an overlooked research stream. Current studies on Gen Y indicate that this demographic are technologically proficient especially with regard to Web 2.0 tools, but also disengaged from their community. This research project examines the use of online communities to influence the leadership skills of a Gen Y cohort in the context of social participation and civic engagement. In this study a focus group and an online wiki were used to investigate how Gen Y teenagers in Wellington, New Zealand used online communities to develop and exercise their leadership skills through civic and social action endeavours. Results from the study indicate that youth leadership, in an online context, centres on the role of organisers who foster civic participation through online community networks. Thus youth leadership is strengthened through participation in civic and community issues using online communities. Adult perceptions of youth and the low credibility of online communities, as perceived by youth, were found to act as barriers to online youth leadership. The findings highlight the importance of adults acknowledging youth in social participation and civic endeavours. This study extends research in the youth leadership stream and enhances our understanding of Gen Y and their use of online communities.</p>


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