Millennials Research Papers - Academia.edu (original) (raw)

- by
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- Christianity, Spirituality, Catholicism, Millennials

Our research study investigated the primary research question: “What are the lived experiences of millennial women holding knowledge positions in South African metropolises that lead them to leave their organizations?” among 25 professional, millennial women in the main economic hubs of Gauteng and the Western Cape in South Africa. Secondary questions explored were: What the experience of resigning felt like for the women, the role of different identities in the experiences, and mechanisms that organizations could use to retain millennial women. For most women in our study, the experience of resigning was unpleasant; while for some, it was appeasing. This study also identified gender, age, race, dress-code, language, accent, relationship status, and country of origin as ideological identity-forming components that affect their experiences in the workplace. Organizational retention strategies identified were: (1) fostering diversity, (2) developmental support, (3) management support, (4) voice amplification, (5) enabling work environment creation, and (6) rewards and recognition. Based on the analysis of the findings, the effect of homogenous norms resulting from homosocial reproduction was then interpreted as the underlying essence of many of the participant’s lived experiences that led them to resign from their organizations.

- by Kurt April
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- Self and Identity, Career Management, Identity (Culture), Human Resource Management

Turismul în România a suferit schimbări considerabile în procesul de tranziţie spre economia de piaţă. Aceste modificări, însoţite de soluţiile neadecvate adoptate de autorităţi, au determinat o situaţie discordantă între ceea ce prezintă şi promovează Ministerul Turismului şi situaţia reală a industriei turismului şi a industriei hoteliere româneşti. Această situaţie a fost întreţinută şi de centralizarea precară sau eronată către Ministerul Turismului (MT)/ Autoritatea Naţională pentru Turism (ANT) a informaţiilor hotelierilor cu privire la hotelurile administrate, dar şi de slaba prelucrare a informaţiilor primite de către MT/ ANT, conducând la generarea unor informaţii eronate. Aceste date sunt practic inutile pentru oricare dintre categoriile de persoane interesate să afle mai multe cu privire la industria hotelieră românească şi cu atât mai mult pentru cei care doresc să le utilizeze ca punct de referinţă, în special în vederea deschiderii unor noi afaceri în domeniul ospitali...

- by Maria Cojocea and +1
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- Marketing, Tourism Marketing, Tourism Management, Social Marketing

Purpose – The purpose of this paper is to present a conceptual framework of development, commitment, and
retention of Generation Y employees.
Design/methodology/approach – Based on a review of existing literature and using social exchange and
social constructivist approach, this study presents a conceptual framework with mentoring, strategic
leadership, social media, and knowledge sharing as its key constructs to retain Generation Y employees.
Findings – Mentoring, strategic leadership, social media, and knowledge sharing have a great potential to
foster competency development. Competency development is critical to evoke affective commitment of
Generation Y employees, which in turn results in intention to stay forth.
Research limitations/implications – The proposed conceptual framework should be empirically
validated in the future research.
Practical implications – Organisations should incorporate mentoring, strategic leadership, social media,
and knowledge sharing into their talent management strategy for Generation Y employees. Competency
development then in turn evokes commitment of Generation Y employees, leading to intention to stay forth.
The framework suggests an approach for generation-specific retention strategy.
Originality/value – This is one of the first studies to propose a holistic framework to retain Generation Y
employees. This paper adds a new dimension to the talent management literature by focusing on young
generation employees

- by Mohammad Faraz Naim
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- Talent management, Organizational Commitment, Employee Retention, Millennials

Flexible working arrangements (FWAs) provide academics a degree of freedom to control their working time, location and method. Academics need to be agile in managing their multiple work roles, but many universities are still not supportive. This research explores whether FWAs can affect academics’ work-life balance (WLB) and stress levels. Using a focus group discussion, eight academics were interviewed. Findings reveal that FWAs have a positive impact on WLB and reduce stress levels amongst Malaysian academics. Considering the COVID-19 pandemic, working from home (WFH) has become a new normal, paving the way for similar policies to be put in place. Keywords: Flexible working arrangements; academics; work-life balance; stress eISSN: 2398-4287© 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility o...

- by DR. LENNORA PUTIT
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- Learning and Teaching, Academic Writing, Women and Work, Elderly

The way news is disseminated has progressed over the ages. Human messengers, pigeons, print newspapers and now digital news- modes have changed, but the need to stay aware and updated with current events has remained important as ever. India, being the most diverse nation in the world, has various segments of news readers across age groups, region, occupation and literacy levels. People in each of these segments have different preferences for news content, and resort to different media to keep abreast of latest happenings. In this paper, a study has been conducted to study these differences in patterns of news and content consumption between millennials (aged 22-37) and baby boomers (45-60). The insights from this study might be of help to media houses to better understand the needs of readers belonging to the different segments.

- by IAEME Publication
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- Media, Baby Boomers, Millennials, Newspaper

Employer-sponsored family-friendly events are designed to boost engagement and encourage retention by building family members’ identification with the organization. These events are usually targeted at employees with dependent children, but LinkedIn’s more inclusive “Bring in Your Parents” (BIYP) initiative aims to introduce employees’ parents to the daily work of their adult children. This study evaluates the impact of BIYP on the attitudes and behavioral intentions of participating employees and their parents. Repeated-measures surveys were conducted among participating employees and parents in six organizations in six countries (UK, Ireland, France, Brazil, Mexico, and Colombia). These were followed by in-person interviews with participating employees (UK), and phone interviews with HR managers (Brazil, Canada, France, Spain, UK, USA). Participation in BIYP increases employee engagement and parents’ instrumental and affective support for their children and for their children’s employers. Hosting BIYP is perceived to enhance corporate reputation among both internal and external stakeholders. BIYP serves the dual function of building employee engagement and creating new parental brand ambassadors for participating organizations. BIYP can be an effective tool for employers to engage members of staff not traditionally included in organizational family-friendly events and may be particularly useful for firms with a high proportion of younger workers in tech-savvy jobs. This evaluation of a new workplace initiative demonstrates measurable effects on important employee attitudes and behavioral intentions.

Social media has enmeshed into fabric of Generation Y (Gen Y), becoming part of their daily lives. Gen Y is the fastest growing workforce segment and its engagement is a top priority for organizations. The purpose of this paper is to explore the role of social media in engaging Gen Y employees and it highlights the burgeoning influence of social media on this generation. Furthermore, in congruence with psychological profile of this generation, a conceptual framework is proposed based on socio-technical system theory to engage Gen Y employees by leveraging social media tools. Implications and future direction of research are also discussed thereafter. Keywords : Social Media, Gen Y, HR, Retention

- by Mohammad Faraz Naim
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- Sociology, Technology, Social Media, HR

Today, internet memes have become a part of the political campaigning. This paper thus analyses how internet memes have been used as a medium to communicate political messages amongst millennials in Uganda. Parameters like political engagement, influence on political views and voting behavior are used to analyze the different political memes trending on social media platforms in Uganda under the framework of the elaboration of likelihood model of management.

- by kasirye faiswal
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- Sociology, Political communication, Qualitative Research, Internet memes

Are millennials killing the chain restaurant industry? How can the housing market compete with millennials' love of avocado toast? Will face-to-face communication go the way of the landline in a gen Z world? There is no shortage of speculation, curiosity, and concern for the habits and motivations of millennials and gen Z consumers. Fortunately for the travel industry, the newly released publication, New Horizons IV: A global study of the youth and student traveller, offers a comprehensive, global perspective on the under-30 travel market and its evolution since 2002. The report is based on the New Horizons Survey, which is conducted by WYSE Travel Confederation every five years. In 2017, the survey attracted more than 57,000 responses from 188 countries and territories. Here are six millennial and gen Z travel trends revealed in the New Horizons IV Report and why the travel industry should take notice.

- by greg richards
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- Tourism Studies, Tourism Marketing, Tourism Management, Youth Culture
- by Catherine Marbun
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- Psychology, Leadership, Millennials, Scientific Publications

This paper explored millennials communicate in today’s generation. The researchers use books, journals, articles and films as instruments to gather data and information. These information were analyzed and were made into a story which is then created into a film entitled “Bagong Sibol”. It is a story of how a person both needs and wants a smartphone for communicating. In such, this film answers the research question “What are the views of the researcher on how the millennial communicates nowadays?” The results show that millennials wants to communicate through virtual means rather than face-to-face in today’s generation, because they grew up in technology where social media takes place, and somewhat this becomes a barrier between individuals. It is hoped that this paper will help the people thoroughly understand the millennials and this is hoped to help them understand the millennial’s way of communication.

- by Janilee Villanueva
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- Millennials, Creative Work, Millennials Definition, Creative Work Thesis
- by Stacia West and +1
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- Financial Literacy, Financial Inclusion, Millennials, Poverty Studies

Introduction: Millennial nurses are beginning to accept leadership roles and will soon take over governance in the nursing profession and healthcare industry. This study aimed to describe the perspectives on leadership and their practice environment of millennial nurse administrators working in tertiary hospitals in Iloilo City, Philippines. Methods: Eight (8) millennial nurse administrators were purposively chosen. Through a qualitative descriptive inquiry by Sandelowski (2000), data were gathered using semi-structured interviews and analyzed employing qualitative content analysis. Results: Twelve (12) meaningful categories were derived directly from the interview transcripts. Millennial nurse administrators perceive leadership by way of (1) directing, (2) guiding, (3) empowering and (4) modeling to staff. They viewed their practice environment as (5) having a harmonious relationship while (6) maintaining professional relationship among the healthcare team members, (7) upholding standards and (8) ensuring client satisfaction as a measure of quality care. Millennial nurse administrators shared feelings of being (9) overwhelmed at the start yet (10) fulfilling in the end. Lastly, they had challenges in (11) dealing with older staff and in (12) assuming the full responsibility and accountability of their unit. Conclusions: Considering the complexities in the healthcare profession, millennial nurse administrators cope with the responsibilities brought by their position as major key players to ensure that unit operations abide with practice standards. Millennial nurse administrators must be provided with understanding, support, and mentoring, to enhance their leadership competencies as they progress into higher leadership positions.

- by Ryan Michael Oducado
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- Management, Nursing, Leadership, Transformational Leadership

- by Rajeswari Raju
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- Sociology, Learning and Teaching, Academic Writing, Women and Work

The paper is a summary of different kinds of sources linked to the role of automotive industry in shaping mobility in future cities. This research fills existing research gap, identified in previous research, and also presented in the Introduction and Literature review sections. The research was conducted with the use of systematic literature review. Research results describe the role of cars in future urban mobility systems and the solutions helping to meet new mobility requirements of urban residents.

- by Agnieszka Szmelter-Jarosz
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- Engineering, Mobility/Mobilities, Logistics, Y Generation

Wild Goose Festival is an Emerging Church event held in the mountains of North Carolina every summer. From 2015-2017 my research assistants and I interviewed millennial attendees at Wild Goose. It appeared that the Emerging Church movement offered millennials a lot of what they want in religion. It is politically progressive, accepting of diversity, and committed to dialog. Our goal was to determine the issues important to and attitudes held by those millennials who attended a festival like Wild Goose both in regard to the traditional and Emerging Church. What we found was that while these millennials did have generally positive views of the Emerging Church as found at Wild Goose, they are not inclined to embrace it as the avenue to return to church.

- by Randy Reed
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- Emerging Church, Millennials

Safe Spaces, trigger warnings, parental coverage of health insurance until age 26 and living at home into one’s thirties…why are we treating young adults like they are infants, folks? Without adversity, Millennials fail to develop perseverance and grit. Will they ever grow up? The French playwright and existential philosopher Jean-Paul Sartre (1905-1980) had an expression for it: bad faith. He believed that every person is free to choose their next steps in life. Moreover, it’s nearly impossible to escape that freedom. (Indeed, Sartre wrote that we are “condemned to be free.”) To instead claim that we lack choice and the future is predetermined is to live in bad faith. Bad faith involves self-deception. To deny the freedom to choose life plans means rejecting our own humanity. Someone who lives in bad faith treats themselves as an object, not as an autonomous or freely choosing agent. For Sartre, bad faith is both insincere and wrong.

- by Shane J Ralston
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- Jean Paul Sartre, Existentialism, Millennials
- by Larry D. Long
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- College student development, Book Reviews, Millennials

Millennials in the workplace have the reputation of being job-hoppers to meet their perception of career improvement. While job-hopping may be a way to find better opportunities for these millennials, the turnover of employees in the workplace creates four different types of costs which is incurred by the company. This study aims to create a millennial employee retention model through examination of the millennial job satisfaction factors, management initiatives and the assessment of fit between the millennials and the management. The survey was participated by 318 millennial employees and the structured interview was responded by 7 companies in the Philippine telco industry. Chi-square tests and one-way ANOVA were used to determine the relationships and the fit between the millennials and the management in terms of job satisfaction. Results show a fit in all the job satisfaction factors which meant that the management is able to meet the job satisfaction of its millennial employees. Among the eight job satisfaction factors, millennials were very satisfied with their relationship with peers/superiors. However, salary and benefits yielded an either satisfied or dissatisfied rating in the results. Companies in the telco industry should implement incentive programs to improve the job satisfaction of the millennials in terms of salary and benefits. Findings show that Promotion and Career Planning, Work-Life Balance and Training/Career Development were the top three job satisfaction factors to retain millennials in the workplace.

- by John Jerjie Reyes
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- Management, Operations Management, Telecommunications, Employee Retention

Resumen Las Tecnologías de la Información y Comunicación (TIC) se configuran como un factor clave a la hora de interpretar el escenario turístico actual, dominado por continuas mutaciones desde el lado de la oferta y la demanda turística. Estos cambios derivan en nuevos retos para la planificación y gestión de los destinos turísticos, que deben ahora modular sus estrategias de actuación de acuerdo a diferentes condicionantes, como por ejemplo el nacimiento del turista digital y perfiles de consumidores renovados como los Millennials. Ante esta coyuntura y como posible respuesta a los desafíos planteados, durante los últimos años han emergido conceptos como el de ― Destinos Turísticos Inteligentes‖ (DTI), que tomando como punto de partida el paradigma de las ciudades inteligentes, propone una gestión de los destinos sustentada en la generación de conocimiento y la innovación, con un fuerte componente tecnológico asociado. El principal objetivo de esta investigación es analizar el enfoque de gestión DTI, para comprender en qué medida satisface las necesidades de estos nuevos perfiles de consumidores turistas, concretamente el de los Millennials, un segmento de demanda joven que acepta como natural la presencia de las TIC en sus viajes. Con este fin, se ha realizado un cuestionario on-line dirigido a los Millennials respecto a los principios de los DTI, tratando así de aproximar el modelo DTI a la opinión, la forma de actuar y la realidad que representa esta nueva generación de consumidores turistas.

- by Francisco Femenia-Serra and +1
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- Generations, Millennials, Information and Communication Technologies, Smart Tourism and Smart City

While there are many effective metrics for quantifying economic precarity, talking to young people about their experiences in the labour and housing markets reveals a gap in explanatory language around living in/through crisis. In particular, in my research with Canadian millennials (born from the early 1980s through the mid-90s), although they could state the facts about how hard it is to get a good job or afford decent housing, what this pervasive sense of insecurity feels like is much harder to put into words. For many, a generalized sense of precariousness invades everyday life, even when work and housing are relatively secure. Thinking through this sense of anxiety, that the future might not be any better than the present and that young people might not be as well off as their parents, leads to a generational understanding of economic crisis-and for a group of young adults who came of age during the downturn of 2008-2009, examining how they talk (or cannot talk) about precarity is revealing.

- by Nancy Worth
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- Qualitative methodology, Millennials, Precarious work

In a cyborg society where people exist both organically and via technology, sexual expression and interaction via technology has become 'normal'. The controversy surrounding sexting stems from contemporary literature and media portraying it as coercive, harmful and unacceptable, with particular reference to young females. Qualitative data on this phenomenon is extremely limited and biased, potentially resulting in unjust limitations and restrictions. This study investigates Millennial sexting behaviour by considering general and gendered perceptions of sexting to better understand the phenomenon; its risks, benefits, and the practice itself. An exploratory mixed methods study amongst university students (N = 579) revealed expected and unexpected findings. Respondents acknowledged sexting's risks, while the benefits of and motivations for sexting were emphasised with little evidence of negative pressure. It is argued that the benefits of sexting greatly outweigh the potential risks, but moreover, that sexting is a primarily feminist practice that holds much promise. The need for sextual education and awareness of sext-consent is examined, as theoretical and policy implications are discussed.

- by Melissa Meyer
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- Cyborg Theory, Gender and Sexuality, Cyborg Feminism, Cyberfeminism

Purpose – The purpose of this paper is to outline the profile of Italian tourists belonging to the new generations: Millennials or Generation Y (approximately people born in the 1980-1995 period) and post-Millennials or Generation Z (approximately people born in the 1996-2010 period).
Design/methodology/approach – After reviewing some of the more interesting research on Millennials and post-Millennials, the paper will present the results of an unpublished online empirical survey conducted
on a sample of 200 Italian web users who agreed to participate. The questionnaire, administered via computer-assisted web interviewing system, consists of structured questions concerning the practices,
attitudes, emerging needs and use of new technologies that characterize Millennials and post-Millennials, with a special focus on tourism.
Findings – The research will consider the differences between the two groups, as well as possible differences within each group linked to other socio-demographic variables (such as gender and area of residence).
Originality/value – The paper addresses a series of innovative questions: what are the practices of Millennials and Post-Millennials as tourists? What are the needs of these generations that the tourist industry must respond to? How do new technologies support Millennials and post-Millennials in their tourism choices? What are the main differences between Millennials and post-Millennials?

- by salvatore monaco
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- Sociology, Future Studies, Tourism Studies, Technology

Una tesis doctoral define el perfil de hábitos en Internet de los universitarios de Ecuador

Through the last decade, efforts have been invested in spreading awareness related to mental health in general. Those efforts aimed particularly at reducing the stigma and discrimination against people with mental health disorders. The key message disseminated was that mental illnesses should be regarded as a common illness and that any accompanying discrimination or exclusion can affect people in a way that may be worse than the disorder itself. A mental illness is defined as a condition that causes serious disorder in one’s thoughts or feelings. It is well agreed that mental health is to be dealt with cautiously and followed upon by a professional. As successful as they may have been, such campaigns failed to assess one vibrant factor that has become vital: the role of the media. This paper aims at examining particularly the role social media; it emphasizes the fact that such openness in mental health issues can be misleading and in some cases manipulative, thus leading to more complex disorders in some cases. This work will present two case studies illustrating the glamorization of some mental health diseases on social media and how the youth might be misled into wrong practices in that respect. It will also detail the results of focus groups conducted at the Counseling Center of the University of Balamand which will project the point of view of university students on that issue.

- by Karim Medlej
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- Psychology, Social Sciences, Mental Health, Depression
- by Max Holleran
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- Social Movements, Urban Geography, Urban Planning, Urban Sociology

As far as an increasing number of scientists are warning us about the destructive potential of climate change, humanity is facing a tremendous technological revolution. Also, the potential of new technologies to decrease the carbon footprint is significant, but the transition is highly dependent on people's choices and behaviour. This is why, a new way of motivating people around the world emerged: gamification. But, as good and innovative this idea seems to be, as many concerns it rises. Because the focus is mainly on technology, in this paper I will analyse the process of gamification through the lens of the digital divide. The concept was first used in the 1990s to describe the social and economic gap that emerged between those who had access to Information and Communication Technologies (ICT) and those who did not. Today it is mainly focused on the possibility that people would become even more marginalized due to the lack of basic skills and the impossibility to afford the new technologies on the market. Consequently, my research question is: "Is it possible that the introduction of gamification in the field of transportation increases the digital divide?". I will try to answer this question by analysing what categories of people are targeted by gamification in transportation services and which are those that could be excluded. Also, my approach is not limited to a specific country or global area, but is considering gamification and digital divide at an international level.

Researchers and educators alike have expressed concern over the growing trend of entitled and demanding attitudes among millennial college students. In recent years, researchers have identified these types of entitled student attitudes and expectations as academic entitlement and have suggested that it exists as a dispositional individual difference. The purpose of this study was to investigate the relations between academic entitlement and two theoretically important constructs, achievement goal orientation and academic self-efficacy, as well as demographic variables, including race, gender, and generational status. Two hundred fifty-five undergraduates were administered the Academic Entitlement Questionnaire (Kopp, Zinn, Finney, & Jurich, 2011), Achievement Goal Orientation Questionnaire – Revised (Elliot & Murayama, 2008), and the Academic Self-Efficacy Scale (Chemers, Hu, & Garcia, 2001) via an online survey. Moderate correlations were reported between academic entitlement and performance-avoidance goal orientation (r = .35) and academic entitlement and academic self-efficacy (r = -.26). A weaker correlation was found between academic entitlement and performance-approach goal orientation (r = .18). The mediational model tested suggests that academic self-efficacy and avoidance motivation significantly predict academic entitlement largely independent of each other. Implications for higher education institutions as well as individual faculty members are discussed.

- by Zachary W Goldman and +1
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- Instructional Communication, Millennials, Academic Entitlement, Millennial Students
- by Karen J. Renner
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- Popular Culture, Horror Film, Joss Whedon, Millennials
- by Cory Seibel
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- Religion, Sociology of Religion, Missiology, Christian Missions

The purpose of this study is to estimate what we know about Generation Y students’ behavior in Social Media (SM), especially in our country. The correct identification of their traits is crucial for the academic community, primarily from the perspective of understanding their real needs, as beneficiaries of teaching act, followed by a serious and consistent adaptation of our offer. In an extended literature review, we try to determine the reasons for SM use, their preferences for one medium or another, the way, place and time of SM use, and the Romanian particularities in the general personality portrait observed and explained by literature. We discuss the advantages and disadvantages of their intensive SM use, show how the time spent in SM affect the individuals and the universities, and try to find out what their needs and expectancies are. In our opinion, the problems treated here are of interest both for professors as individuals, and for the universities’ and faculties’ managem...

- by Mircea Georgescu
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- Psychology, Social Media, Academia Research, Y Generation

This paper looks at the characteristics of the Millennial generation, compares them to other generations, and explores how the characteristics of Millennials influence their banking behavior, specifically their choice to utilize financial products and services commonly associated with financial institutions. The results indicate that Millennials differ from Generation X and Baby Boomers in several aspects, including utilization of mobile banking, accumulation of student loan debt, and perception of financial knowledge. Through differences in means tests and probit regression, the results from this study reflect how these factors influence Millennials' interest in and utilization of financial products and services typically offered by banks.

- by Jennifer Brodmann
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- Banking & Financial Services, Millennials, Financial Institutions

This work wants to analyze the impact of communication on Brand Equity, by comparing a gendered and an ungendered type of advertising relative to a brand of children apparel. The idea of this work comes from the acknowledgement that, to the current situation, there is little research on the pro/cons of the usage of a type of communication alternative to the traditional one and free of gender stereotypes, and on its objective consequences on brand dimensions. The study was conducted using a posttest-only control group design: participants were randomly assigned to two groups, control and intervention, and were presented with two different stimuli (a gendered and a gender-neutral one). Convenience sampling has been adopted for this research and an online closeended response questionnaire was used for data gathering. A total of 152 responses were ultimately used in the study. The study challenges the argument that gender stereotypes are efficient tools to be used in communication to elicit a positive response and generate clearer brand associations in the viewer. The results showed how a gender-neutral type of communication has an overall positive effect on Brand Equity dimension, and how this result varies according to the age range of respondents, showing a substantial gap between Gen Z and elderly generations.

- by Matteo Coggiola
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- Gender Studies, Communication, Advertising, Brand equity

A new reformation is needed. The first, 500 years ago, was derailed. It did not complete its objective of creating a praying-missional people. This paper is a excerpt of the book, published in 2019, The New Apostolic Epoch: God's Determination to have a Praying Missional People. In it are a new 95 theses for the church to consider, a view of apostolic history, and a call to reformation. This paper is an overview of the book's dominant themes.

- by P Douglas Small
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- Missiology and Mission Theology, Pentecostalism, Martin Luther, Reformation
- by Dario Morales
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- Emprendimiento, Millennials, Start-ups

it's an other study focused on the same topic

- by laura guaita
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- Millennials, Deloitte Research
- by Martin Fradley
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- Entrepreneurship, American Studies, Gender Studies, Film Studies

The Millennial Generation lives in an ever-changing globalization era when their tastes are subject to various social influences. A “culture cycle”, integrating consumption and production sectors, exerts impact on their music taste, by mediating the meaning-making process for music consumers. Based on concepts from Bourdieu’s cultural habitus and Peterson’s production of cultural perspective, this study adapts a hybrid music taste formation model that includes six factors: cultural convention, education, social network, technology accessibility, industry structure and cultural policy. They all possess significant influence on Millennials’ music tastes in contemporary society.
This research is a pilot comparative study on Millennials’ music tastes in China and the U.S. Choosing this generation, I assume their music taste has an omnivorous tendency due to the globalization impact. Apart from testing the omnivores hypothesis, I also evaluated the types of globalization in each country drawing on the regional specified Millennials’ music tastes, influenced by global-local interactions.
A Millennials’ Music Consumption Survey conducted in two universities in China and the U.S. respectively. The responses suggested distinct music taste patterns. Students from both countries demonstrate an omnivorous taste pattern with music preferences spreading across a wide spectrum of music genres, from Classical music to Pop and Rock music. However, U.S. students preferred Alternative music the most whereas the Chinese students liked Easy Listening.
U.S. students represented multi-culturalism in their music tastes and consumption behaviors, while the Chinese students demonstrated glocalization characteristics in my sample. In contemporary society, the cultural and social backgrounds still play the biggest role in the formation of Millennials’ music taste.
Reflections on the implication of my findings are instructive to policy makers and industry practitioners who are concerned with strategic plans aiming to enhance cultural exchange and cross-cultural understanding in the Millennial Generation’s daily life. Further research could be done on the different perception of music of Chinese and the U.S. Millennials with larger samples and improved survey.

Eine Studie im Auftrag des Sie werden Digital Natives genannt, Millennials oder Gen Y – ihre Generation ist dadurch gekennzeichnet, dass sie den digitalen Wandel von Kindesbeinen miterlebt haben und die digitale Medientechnologie ebenso souverän wie selbstverständlich beherrschen. Dabei greifen Jugendliche und junge Erwachsene nur noch selten auf Zeitungsinhalte zurück. Zugleich sind personalisierter Facebook-Feed und YouTube-Account zum wichtigsten Knotenpunkt für digitale Information, Unterhaltung und Kommunikation geworden. Die vorliegende Millennial-Studie des BDZV von Stephan Weichert und Leif Kramp geht den Gründen für diesen Nut-zungswandel nach. Sie will eine Diskussionsgrundlage für zukunftsfähige Geschäftsmodelle und Informationsstrate-gien des Mediengeschäfts schaffen: Wie informieren sich Jugendliche und junge Erwachsene? Welche Endgeräte und Medienangebote nutzen sie – und warum? Und was bedeutet die digitale Mediennutzung für Zeitungsverlage? Diesen und weiteren Fragen geht die vorliegende Studie nach. Sie zeigt dazu aktuelle Problemfelder im Umgang mit digitalen Medien auf, formuliert aber auch Lösungsan-sätze und Handlungsoptionen für Zeitungsverlage mit Blick auf junge Zielgruppen. Ausgangspunkt unserer Überlegun-gen ist, dass es nicht nur um ein Generationenphänomen, auch nicht alleine um den wirtschaftlichen Erfolg journa-listischer Angebote geht. Es geht um nichts Geringeres als einen globalen Wettstreit mit den mächtigen Technologie-konzernen um die öffentliche Deutungshoheit, mithin die Existenz des Journalismus. Mit dieser Studie sollen deshalb Wege aufgezeigt werden, wie sich junge Menschen für hochwertigen Journalismus begeistern lassen.

- by Leif Kramp
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- Journalism, Audience Studies, Digital Journalism, Newswork