Digitalized Sports Products and Various Generations in the Era of Industry 4.0

In modern times of Industry 4.0, digital solutions are used in an increasing number of branches of the economy, and this also applies to sports. Generational cohorts provide a way to understand how different life experiences affect people’s views of the world. There is a new growing group of sports fans—modern fans—who have been functioning in the digital world since birth, and therefore have their specific behavioral patterns, habits, and expectations. For this reason the sports industry must adapt properly to continue to develop. This article aims to identify how consumers representing various generations on the Polish market consume sports products provided by digitized channels. The study focused on three areas: the source of information about the sport, devices on which consumers watch sports and the evaluation of the attractiveness of sports products (full games, game highlights and behind the scenes). The study was conducted in the form of an online survey in 2021, and 581 Polish volleyball fans took part in it. The results indicate that younger generations are more likely to get sports information from social media and less likely to watch games on TV than older generations.

The Evaluation of Online Persuasion Criteria on E-Commerce Website using Persuasive System Design (PSD) Model

Persuasive technology in online shopping is proven to assist people while purchasing online. It is crucial to study how was the implementation of such successful persuasive technology in the e-commerce domain. Also, there are certain marketing strategies against consumers from different generational cohorts. Each generation has unique lifestyles, generational history, demographics, experiences, expectations and values that influence their buying behaviours. The persuasive design of e-commerce websites is related to the website conversion rate and is shown to support people throughout the online purchasing process. The objective of this research study is to evaluate the online persuasion criteria on two largest e-commerce websites in Malaysia; Lazada and Shopee through Persuasive System Design (PSD) principles. The four main categories of design technique applied in PSD are primary task support, dialogue support, credibility support and social support. The result shows that both selected e-commerce websites have applied 71.43% of the PSD principles. The most emphasize design technique in Lazada and Shopee is primary task support, followed by dialogue support. Most of the persuasive features in this model has implemented in both e-commerce websites. However, this research proved that the success of the e-commerce websites is related with the implemented persuasive feature which can be manipulated and implemented by other e-commerce websites.

Covid-19 and Collective Memory Among Malaysians: Does Generation Matter?

The present study aims to understand the impact of Covid-19 on the collective memory among Malaysian generational cohorts. Our research draws on a nationwide survey conducted from July-September 2020 during the second pandemic wave in Malaysia. Respondents were asked to report “the national or world events or changes over the past 60 years” that seemed to them especially important and explain the reasons for their choices. As expected, the result indicated Covid-19 as the most frequently mentioned event. Despite the primacy and recency of the event, we found significant cohort effects on the collective memory of Covid-19, with lower recall recorded among the older generation as compared to the younger generation, which provided stronger support to the Critical Years Hypothesis. Interesting cohort experiences emerge in the meaning attached to Covid-19 across different generational cohorts through open-ended follow-up questions.

Development Of Diet Score For Reflecting Diet Patterns and Dietary Guidelines: A Case Of Singapore

Foods and dietary patterns substantially affect health outcomes. The overall dietary assessment score associated with dietary guidelines in Singapore has not been assessed previously. This study aimed to develop and evaluate diet score for identifying the relationship between dietary patterns and dietary guidelines in Singapore. Using a localised diet score survey collaborated with the Commonwealth Scientific and Industrial Research Organisation (CSIRO), we conducted a cross-sectional study of 600 Singapore persons in two-generational cohorts (40-64: 300 and > 65 years: 300). The proposed local diet score was calculated to reflect their overall compliance with the Dietary Guidelines in Singapore. ANOVA analysis was used to identify the significant difference among socio-demographic variables associated with diet score and comparison analysis was performed to compare the diet patterns and diet score. There are significant differences among age, education, housing, residency associated with diet score. Diet score of older cohort (M= 67.71, SD= 13.38) is significantly higher than young cohort (M= 60.73, SD= 14.71). The highest education level (University or tertiary) obtain the lowest diet score (M= 58.58, SD= 14.41). The participants who live in the landed property (M= 69.45, SD= 14.43) are higher than those who live in Condominium and Public House. And the participants who live alone (M= 67.26, SD= 14.66) have a higher average diet score. Two-generational cohorts are not compliant with recommendations about dietary guideline well in Singapore. The present findings suggest that dietary patterns need improvement in aspects such as vegetables and extra food components.

Structure and Change: New Developments in Research on Cumulative Dis/Advantage

In a time of heightened social inequality and concern to reckon with its sources and consequences, the relevance of cumulative dis/advantage (CDA) to understanding patterns of aging has become even clearer, and CDA research has continued to expand in several fresh directions. Papers in this symposium will review the current state of knowledge regarding CDA and will present new analyses addressing key questions of its intersections with social change and its structural patterning. We will begin with a review of knowledge on comparative evidence regarding cumulative dis/advantage and its cross-national patterning. With regard to change, will examine the compare the effect of the 2008 recession and subsequent recovery across generational cohorts through a comparative examination of trajectories of income inequality. We will also present evidence on the impact of gender, focusing on women’s late-life health.

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

On the forms of manifestation of intergenerational discourse

В статье исследуются формы актуализации межпоколенческого дискурса в речи. Данный дискурс, несмотря на повседневное использование, до недавнего времени оставался малоизученным с точки зрения лингвистики. Представляя собой лингвокультурный феномен, межпоколенческий дискурс подразумевает в широком смысле взаимодействие различных (двух и более) поколений людей, что определенным образом эксплицируется в процессе интеракции. В более узком смысле межпоколенческий дискурс представляет собой взаимодействие представителей различных поколений внутри одной семьи (поколенческая когорта объединена по биологическим признакам). Одним из наименее изученных аспектов является актуализация межпоколенческого дискурса, представленная преимущественно в трех формах: вербальной экспликации со стороны участвующих в интеракции конверсационных партнеров (представителей различных поколенческих когорт), сочетании вербальной и поведенческой внешней (невербальной) реакции, а также проявление только невербальной составляющей. Взаимодействие поколений подразумевает различные сочетания данных проявлений, которые, как правило, обладают определенной эмоциональной окрашенностью, как положительной, так и отрицательной с различной степенью эмоционального накала, что зависит от ориентации дискурса на кооперацию или на конфронтацию («конфликт поколений»). Проявления межпоколенческого взаимодействия, как и содержательная составляющая, детерминируются существующими социально-культурными условиями. The article explores the forms in which intergenerational discourse is revealed in people’s inter-actions. Despite the active daily use of intergenerational discourse this kind of discourse has so far not been studied thoroughly by linguists. Being a linguacultural phenomenon, intergenerational discourse, in a broad sense, presupposes the interaction of two or more different generations. In a narrow sense, intergenerational discourse means communication between the representatives of different generations within one family (a generational cohort is united by biological characteristics). One of the less researched areas is how this kind of discourse is manifested. The forms vary with three dominating patterns made visible in the interaction of the representatives of different generations; more specifically, the discourse can be observed in a pure verbal interaction of the dialogue participants (the representatives of specific generational cohorts), in the combination of the verbal and external behavior (non-verbal) manifestation, or only through non-verbal reactions. Intergenerational discourse aims either at cooperation or at confrontation (the conflict of generations). The forms of revealing intergenerational communication along with the content component are determined by the predominant social and cultural conditions and norms.

Religiosity, Generational Cohort and Buying Behaviour of Islamic Financial Products in Bangladesh

<p>The role of religiosity on consumers‟ buying decisions is increasingly gaining the attention of researchers and practitioners. However, its role in consumer behaviour is not yet well established, particularly in the behaviour of Muslim consumers when buying financial products. The rapid growth of Islamic finance during the last 10 years across regions for various Islamic Financial Products (IFPs) provides opportunities and challenges to managers and researchers. Considering the rapid growth of IFPs and the limited research on Muslims‟ buying behaviour of such products, this research examined the relationship between religiosity, consumer buying attitude and purchase intention towards IFPs, to develop and understand how Muslims‟ religiosity impacts on their buying decisions. A conceptual model has been developed based on extant literature. The model is guided by the theoretical premise of religious consumer behaviour and the Theory of Reasoned Action (TRA). The model included key religious dimensions: religious belief, practice, knowledge, experience and consequences, to measure the overall religiosity of consumers. The model investigated the effect of religiosity on consumer buying attitude and purchase intention towards IFPs. The model also investigated the moderating effects of generation cohorts on the relationship between religiosity, buying attitude and purchase intention. The analysis is based on a sample of 1,292 Muslim consumers in five major cities from three different generational cohorts in Bangladesh. The data was collected through a questionnaire survey, which was dropped off and collected by the researcher. The main findings suggest that religiosity positively and directly influences consumer buying attitude and purchase intention towards IFPs. It also finds that consumer buying attitude mediates the effects of religiosity on purchase intention and generational cohort has a partial-moderating effect on these relationships. This research contributes to the literature in several ways. Firstly, it enhances the understanding of Muslim consumers buying behaviours of IFPs. It extends the current research by examining the complex mediating and moderating relationship. Thus, the findings suggest the mechanism of how religiosity influences Muslims‟ buying behaviour of IFPs. Secondly, it provides empirical support to the Theory of Reasoned Action (TRA) to understand religious-driven behaviours influenced by religious commitment. Thirdly, it utilised the generational cohort theory to identify generational cohorts in Bangladesh and extend the current research by examining their moderation effect on the relationship between religiosity and consumer behaviour. Fourthly, it enhances the understanding of the buying behaviour of Muslims from a democratic developing country, which is likely to differ from that of Muslims from Shariah-governed countries. The findings have implications for practitioners too as they provide an understanding of Muslim consumers in a more predictive and comprehensive manner, by considering religiosity as a predictor of consumer behaviour rather than simply as a correlate of product purchasing. The results of this study may help Islamic financial service providers to identify potential customers and segment the target market on the basis of religiosity and generational cohort in order to expand their services globally.</p>