Essays about: "Generational Cohorts"

Showing result 1 - 5 of 15 essays containing the words Generational Cohorts.

1. 1. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Sofia Zangrande; [2023]
   Keywords : Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

   Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE

3. 2. Purchase Intention of Millenials (Gen Y) and Gen Z towards Online Shopping : Investigating the Gen Y and Gen Z Africans living in Sweden

   University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

   Author : Kikelomo Olatunji-Aikomo; [2023]
   Keywords : Online shopping; purchase intention; millennial; Gen Y; Gen Z; theory of planned behavior; attitude; subjective norms; perceived behavioral control; green concern; perceived risks;

   Abstract : Purpose: This research aims to test the identified factors that influence the online purchase intentions of millennial (Gen Y) and Gen Z Africans who reside in Sweden and to find out whether there are differences in the online purchase intention between the two generational cohorts. Research design: In order to fulfil the purpose of this study, an online questionnaire was distributed to Gen Y and Gen Z Africans living in Sweden. READ MORE

4. 3. Beyond Breaking News : Designing Mobile-News Experience for Gen Z and Millennials

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Navya Sanjna Joshi; [2023]
   Keywords : News Engagement; User Experience Design; Digital Behaviours; Nyhetsengagemang; Design av användarupplevelser; Digitala beteenden;

   Abstract : In an era dominated by digital media, this research investigates the shifting landscape of news consumption among Gen Z, the first "digital natives," and Millennials, often referred to as "digital immigrants." The study explored their unique relationships with the digital world and their distinct motivations for engaging with news, focusing on mobile platforms. READ MORE

5. 4. Consumers' involvement of online luxury purchases

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Rubar Onursal; Nor Reda; [2022]
   Keywords : Online luxury; Consumer behavior; Theory of planned behavior; Different generational cohorts.;

   Abstract : ABSTRACT  Date: 2022-06-01 Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors:   Nor Reda  Rubar Onursal Title: Consumers’ involvement of online luxury purchases Supervisor: Stylianos Papaioannou  Keywords: Online luxury, Consumer behavior, Theory of planned behavior, Different generational cohorts. Research questions: What factors influence consumers’ involvement of luxury purchases online?  Purpose: The purpose of this study is to examine the identified gap in regards to online purchases of luxury goods in the context of cars and how it in turn may influence consumers’ involvement. READ MORE

6. 5. What Does it Take to Forgive? : A study about what impacts brand forgiveness after a transgression

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : William Lindquist; Erik Singer; [2022]
   Keywords : Brand image; Brand forgiveness; Transgression; Generational cohort theory; Generation X; Generation Z; Social media; Consumption behavior; Negative word-of-mouth;

   Abstract : No one is perfect, and that includes the brands that we use. Therefore, there will inevitably come a time in a brand’s existence where a transgression occurs that will harm their relationships with its customers. The decision to forgive a brand after a transgression is a complex and individual process that evolves over time. READ MORE