본 연구의 목적은 밀레니얼 세대의 조직몰입을 증진시킬 수 있는 요인을 밝히고 해당 변인들 간의 관 계를 알아보는 것이다. 구체적으로 윤리적 리더십이 밀레니얼 세대의 조직몰입에 영향을 미치는 경로에 서 일 의미감 7가지 하위요인의 매개효과를 검증하였으며, 연구문제에 따라 소속감, 잠재력의 표현, 영감 요인 등 세 가지 하위요인을 중심으로 매개효과를 살펴보았다. 이를 위해 대한민국 MZ세대 직장인 212명을 대상으로 윤리적 리더십 척도, 일 의미감 척도, 조직몰입 척도를 활용하여 설문을 실시하였다. 연구결 과는 다음과 같다. 첫째, 윤리적 리더십, 일 의미감 7가지 하위요인, 조직몰입 간 상호 유의한 상관관계를 확인하였다. 둘째, 윤리적 리더십은 MZ세대 직장인의 조직몰입에 통계적으로 유의미한 영향을 미치는 것을 확인하였다. 마지막으로, 윤리적 리더십이 조직몰입에 영향을 미치는 경로에서 일 의미감의 매개효 과를 살펴본 결과, 소속감과 영감 요인이 두 변인의 관계를 매개하는 것으로 나타났다. 이러한 결과는 MZ 세대가 리더를 윤리적으로 인식할수록 조직에 대해 높은 소속감을 지각하는 동시에 리더로부터 영감과 같은 긍정적 영향력을 받아 조직에 더욱 몰입할 수 있음을 시사한다. 이와 같은 결과를 바탕으로 시사점, 한계점과 후속연구의 필요성에 관하여 논의하였다.

This research aims to analyse consumers’ (Millennials and Gen Z) luxury consumption behaviour by focusing on the intrinsic and extrinsic motivations that drive consumption of luxury goods. Then, the study investigates whether they prefer to purchase offline or online for luxury goods. Lastly, it analyses which media most influences individuals when it comes to luxury consumption. An online survey is developed and distributed to Millennials and Gen Z. A first round of data collection took place in 2022 and a second round of data collection will take place at the beginning of 2024. Initial findings show that consumers are driven by intrinsic rather than extrinsic motivations when purchasing and who influences more when buying luxury online. Furthermore, it emerges that consumers prefer to shop offline, highlighting the importance of physical stores.

Consumer studies on millennials have focused on shopper behavioural differences with their old baby boomer generation. A significant distinction between these two groups have been their relationship and interaction with technology across all facets of life, including shopping. Millennials are generally regarded as early adopters of digital technology and its use in daily activities, hence their reference to digital natives. Compared to the baby boomers, who are late adopters and are called digital immigrants. Africa's millennials constitute at least 30% of Africa's population, making them a key attraction for marketers, yet their interests are often treated as a homogenous segment similar to global millennials from advanced economies.

The purpose of this study is to understand the impact of the nursing work environment, job embeddedness, and job esteem on the retention intention in the millennial generation nurses. The subjects of this study are nurses working in general hospitals with more than 300 beds. Among nurses born in the 1980s and early 2000s, 97 agreed to study. As a result of the study, there was a significant difference in academic background.(F=6.74, p=.002) In terms of final education, those with graduate or higher were higher than those with three-year graduation and four-year graduation Retention intention is the degree of job placement (r=.319, p=.001), job respect (r=.331, p=.001) had a positive relationship with the nursing working environment (r=-.252, p=.013) was negatively correlated. Factors affecting the retention intention is 12.9% explanatory skills as a result of the introduction of job embeddedness, nursing work environment, and job esteem. It is necessary to understand the characteristics of the generation in order to increase the retention intention as a millennial generation nurse.

Mobile channels have dramatically revolutionized how brands connect with consumers. Indeed, smartphones, tablets or any portable device present marketers the possibility to contact consumers at any time and any place. Notwithstanding the opportunities deriving from being constantly in touch with consumers, two major challenges are anyway represented by the need of avoiding consumers’ annoyance with too much information and by the one to differentiate from competitors’ messages. Hence, how to catch recipients’ attention is fundamental to develop effective mobile communication strategies. In this perspective, gamification could be a competitive hedge in current digital environments. Namely, gamification has been identified as the use of attractive and addictive characteristics of games in different context such as advertising messages. As of today, extant literature on the topic mostly focused on the analysis of different motivations to use gamified mobile channels (i.e. hedonic, utilitarian motivations) as well as the factors amplifying the effects of gamification on the persuasiveness of marketing messages (i.e. the design of the gamified mobile advertising). Accordingly, we argue that gamification could help to catch consumers’ attention and influence their engagement with the message and purchase intention. Previous studies, indeed, have not analyzed the factors -such as engagement- potentially mediating the relationship between consumers’ intention to use mobile channels and advertising effectiveness. Next, whether gamified advertising could influence consumers’ purchase intention has yet to be assessed. Moving from such two gaps, this research focuses on the importance of gamification in advertising research. In detail, this research develops and tests a model where consumers’ perceived gamification (measured thanks to the GAMEX scale) as well as consumers’ engagement mediate the relationship between consumer motivations to use a mobile channel, advertising effectiveness and consumers’ purchase intention. Consumers’ expertise in mobile technologies is considered as a moderating variable in the relationship. Structural equation modelling with a sample of 590 Italian millennials, the most technology savvy consumers cohort (thus, the one mostly using mobile channels), has been used to test the hypotheses of the study. Results of the analysis allowed to proposed several implications for advertising theory and practice.

The study compares the effect of chosen aroma compounds for restaurants on the emotional feedback of millennials, and also the explicit evaluation of this effect on food choices. The explicit and implicit effect of scents on perception is examined and innovative approaches of scent evaluation and their implementation shown.

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

The millennials are an important generational group of consumers who purchase luxury online and therefore to know their attitude to luxury has become a significant subject for our study. This study explores whether materialism, need for uniqueness, susceptibility to normative influence, and social media usage affect millennials’ attitudes and purchase intentions toward luxury fashion brands online. In addition, this research examines moderating effect of each dimension of national culture on the relationship between factors and millennials’ attitudes toward luxury fashion brands online. Hofstede’s framework is considered to be the most reliable measure of national culture (Yeniyurt & Townsend, 2003). We used four dimensions of Hofstede’s model of national culture: masculinity, individualism, power distance and uncertainty avoidance. In study 1, we examine millennials’ attitudes toward luxury fashion brand through Q methodology. In study 2, we examine relationships between variables using the SPSS 20.0 program for descriptive statistical analysis and the AMOS 20.0 program for structural equation model (SEM) analysis. The findings will enable marketers of luxury fashion brands to understand millennials’ attitudes toward luxury fashion brands and increase the sales among this target group.

This paper explores how luxury brands can utilize Weibo in order to create an effective marketing strategy that appeals to millenials. China accounts for 47% of global online retail sales (eMarketer, 2016) and it is predicted that millenials (born 1980-1995) and Generation Z will make up two-fifths of luxury spending by 2025 (eMarketer, 2017). However, due to political constraints, popular western social media sites cannot be used to target this vast market of online Chinese consumers. Weibo is one of the most popular social media sites in China, with 97.2% using the site (Yu et al., 2017). In order to target them effectively brands need to gain an indepth understanding of Chinese consumers and what would appeal to them on Weibo. The majority of social media research uses quantitative methodologies on popular social media, such as Facebook and Twitter. There are limited qualitative studies exploring consumers’ feelings and attitudes towards brands’ social media activities on Weibo. Due to different cultural backgrounds Chinese consumer behavior is likely to show a different trend to Western countries. Semi-structured interviews with a purposive sample of 12 participants were conducted. Findings showed that convenience, immediacy, social standing/status and entertainment were key drivers for using Weibo. Fashion information, latest product releases and videos were the most popular type of posts. Consumers read comments and tagged their friends, emphasising the importance of e-word-of-mouth (e-wom) and the influence that it can have on purchasing behaviour. This also facilitated the creation and feeling of a brand community. Consumers were very receptive to celebrity collaborations which influenced purchasing behavior. The main criticism of luxury brand’s Weibo was that it was not updated enough and Weibo did not have an influence on trust. This study provides a clear insight into what Chinese millenials want from luxury brands’ Weibo and how it can influence their purchasing behaviors and e-wom. The findings are novel, contributing to the academic literature through the conduction of a qualitative study exploring an under-researched area. This research has practical implications for luxury brands, as they should provide regular, up-to-date content consisting of videos and celebrity collaborations. A limitation could be the limited number of participants, yet, findings provide an interesting insight into consumers’ perceptions of Weibo and how it influences their attitudes and behaviors towards luxury brands.

Modern luxury research draws upon the concept of conspicuous consumption, the act of publicly displaying luxury goods as a means of showing-off one’s wealth (Veblen, 1899). Millennials are considered to be the next generation of luxury consumers. Instagram being a highly visual social media platform creates an environment that is fit for setting the scene by displaying wealth. This study explores millennials’ display of experiential luxury through personal branding strategies on visual social media, looking at the case of ‘Millionaires’ of Instagram. We collected data through an anonymously curated platform on Instagram called “Rich Kids of Instagram”. We carried out a visual content analysis and a netnography. Findings revealed two main aspects of the personal branding strategies (Peters, 1997) adopted by wealthy micro-celebrities. First, the restrained use and lack of display of conspicuous luxury branded products. Second, an emphasis on experiential luxury through the use of geo-tags. These findings carry theoretical implications. Contrary to more ‘traditional’ luxury consumption theories (Veblen 1899), findings showed that wealthy millennials put an emphasis on more unconventional and immaterial - rather than material - aspects of their luxury consumption. The experiential nature of luxury consumption was exemplified by the almost systematic use of geo-tags. Followers seemed to be especially motivated by this aspect of the luxury consumption experience, which can be seen as a truer, more authentic, form of consumption experience. This study also contributes to the understanding of how millennials conceive luxury consumption in a broader sense. Experiential luxury, rather than luxury products (Hemetsberger, von Wallpach, and Bauer 2012), appears to be the main focus of luxury consumption for this new generation of luxury consumers.

In an increasingly digital and interactive global marketing landscape, social media marketing is emerging as one of the most important strategic tools for brand communication. This is especially true in the luxury fashion context, which traditionally exploited virtual environments as an effective communicational tool of brand-related content and product usage information all over the world. A contemporary consumer cohort that exhibits digital- and virtual-oriented behaviors are Millennials, which represent the digital native generation highly inclined to Internet interaction and, thus, a relevant strategic opportunity for social media marketers in the luxury industry. While the literature reports a positive relationship between Millennials’ social media usage and purchase intention towards luxury brand, scant attention has been paid to the underlying mechanisms explaining such a relationship. To fill this gap, the current research proposes and tests a conceptual model to provide three main contributions to the social media and brand communication literature: first, consumers’ perceptions of interactivity – a multidimensional construct comprised of real-time conversation, no delay/timing, and engaging/navigation – is hypothesized as an antecedent of social media usage. In this way, relevant theoretical and practical implications are provided to online luxury marketers interested in embracing virtual environments for brand communication. Next, two significant constructs of consumer behavior such as materialism – comprised of success, hedonism, and happiness – and morality – comprised of moral judgment and moral intensity – are hypothesized as mediating variables of the relationship between social media usage and purchase intention towards luxury brands. Particularly, these materialistic and ethical decision making processes emerge as relevant for Millennials’ online purchasing activities, with the expectation of transparent and effective brand-related information through social media. Finally, these mediating influences are hypothesized to be moderated by two other relevant constructs in the brand communication process—consumers’ motivation to use social media and advertising skepticism. In fact, a better assessment of Millennials’ motivation and skepticism toward social media marketing communication result as crucial for modern strategic marketers. Such hypotheses are tested using bootstrapped moderated mediation analysis on a sample of 297 Millennials actively following luxury brand social media activities. Our results confirm the proposed hypotheses, particularly both materialism and idealism partially mediate the relationship between social media usage and purchase intention. Moreover, motivation to use social media improves the effect of social media usage on materialism, whereas advertising skepticism reduces the effect of idealism on purchase intention. These findings contribute to the social media and brand communication literature, providing interesting avenues for future research.

Social media has become an integral part of consumers’ daily lives. Individuals connect with one another on social networking sites to like, share, and post information and experiences. As social media become popular among millennials, a growing number of fashion retailers use social media networks in the context of online commerce transactions. Accordingly, an increased number of fashion retailers has been using social media as an advertising tool and a retail channel. Despite the popularity of social media among millennials, empirical findings are limited to reveal factors associated with young consumers’ intentions to use social commerce in fashion shopping. This study sought to examine factors affecting millennials’ intentions to use social commerce in fashion shopping by adopting the technology acceptance model. A total of 524 college students completed an online survey in the U.S. The results of structural equation model confirmed that perceived ease of use, usefulness, and enjoyment had a positive impact on millennials’ attitudes and intentions toward fashion shopping in social commerce. While both perceived ease of use and usefulness positively influenced enjoyment, usefulness had a stronger impact than ease of use. Compared to usefulness, enjoyment had much stronger impact on attitudes. Further structural model analysis revealed a direct, positive influence of perceived usefulness of social commerce on perceived enjoyment of social commerce, which has not been explored in prior studies. These findings provide theoretical and managerial implications.

This article explores how the concepts of masculinity and socialisation influence the decision-making process young males undergo when purchasing and using typically feminine related products (Beauregard, 2007). We use socialisation theory to understand the varying differences in the progression and perceptions of males today with regard to masculinity and skincare products. The article utilises a scenario exercise to cross reference their attitudes to male skin care brands and we propose that male attitudes to skincare and their socialised background are inherently linked. The result show six latent themes driven by theory-led coding (Kotler, 2000; Otnes and McGarth, 2001; Kraft and Weber, 2012). The ‘act’ of masculinity and the ‘adoption of femininity’ explain the influences in early socialisation. Meanwhile, ‘efficiency’ (or practicality), ‘help’, ‘trust’ and ‘past experience’ are additional influencers in the decision-making process. Specifically, males with predominantly female skincare users in the home embrace skincare related products, whereas males who were brought up to ‘act’ like men, particularly without a father presence in the home, are more likely to adhere to the masculine stereotype and avoid using such products. Finally, males with a strong father figure in the home are found to differentiate from their fathers, either by avoiding the same brands or choosing not to use the products at all. These behaviours (social, psychological and personal) are the external factors which ultimately affect their final purchase choice. Overall, the article offers an extended understanding on these external influences that drive the purchase decision of this under-researcher consumer segment.