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This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with 'elaborate' qualitative techniques is unlikely, requiring researchers to marshal efficient technology-facilitated methods that render comparable insight. We assess the capacity of a 'simple' projective technique – online word association, accompanied by a few supporting questions – to offer as fine-grained insight into this consumer group against a more involved story stem completion method. The UK buy-now-pay-later (BNPL) context provides a complex novel market for this examination. Results suggest strong conceptual interconnection between the word association and the story stem completion task. Word associations generated similar resonance and tonality to that of the story stem but in a more compact manner, which liberates researchers and participants alike. The word association task focuses and delineates attention on a narrower set of words, not often done in the context of more traditional qualitative techniques, including story stem completion. Young consumers' vocabularies reveal their most salient perceptions of the phenomenon. The word association task also facilitates Generation Z and Millennials' active and positive online engagement, removing resistance and withdrawal from the research. This improves marketing response through immediacy, relevancy, and potency. [ABSTRACT FROM AUTHOR]

Young Americans are coming of age immersed in daily news and controversy about rising perils like climate change, and emerging ones like artificial intelligence. Generation Z has produced and embraced movements for climate action like the school strikes led by Greta Thunberg that connect to other social justice movements. But the threat posed by nuclear weapons remains a disconnected abstraction to many young people, even as tensions between nuclear-armed states over conflicts like the invasions of Ukraine and Gaza renew fears of a nuclear confrontation that were more common decades ago. In this personal essay, a life-long opponent of nuclear weapons raised during the Cold War reflects on intergenerational lessons about activism, and teaching college students to embrace their curiosity, and their fear, on the way to saving the world. [ABSTRACT FROM AUTHOR]

This study explored how parenting may be described by Generation Z parents in parenting their Generation Alpha children. It explored the challenges and coping strategies of three resident Generation Z married couples in the City of Koronadal, South Cotabato, who have Generation Alpha children. This research featured a qualitative case study method, specifically a single case approach, as it aimed to provide an in-depth understanding of the phenomenon within the case boundaries, which is a rigorous, transferrable understanding of the phenomenon. The results revealed that lenient, adaptive, and empathic approaches were the major characteristics that described Generation Z parenting. Meanwhile, problems with parenting, screen time discipline, guidance and discipline, and economic hardship were all issues that Generation Z parents dealt with. To cope, parents of Generation Z used techniques including valuing physical, social interaction, seeking solace in prayer and optimism, being adept at time management, adjusting through parental adaptation, and coming to terms with responsible parenting. Ultimately, the results offer a glance into the varied elements of Generation Z parenting, addressing both their parenting and the challenges they encounter, along with their helpful coping mechanisms. [ABSTRACT FROM AUTHOR]

As the world currently experiences an ecological crisis, the younger generation is urged to act on preserving nature by refocusing their minds on environmental discussions and adapting more sustainable behaviors. This study investigated the relationship between Environmental Awareness and Sustainability Perception and Attitude of Generation Z using a descriptive-correlational research design. This study is conducted on 382 Generation Z students (ages 18-25 years old) in a higher education institution in Davao City. The findings revealed that Generation Z students have a high level of Environmental Awareness (... = 3.98) and very high Sustainability Perception and Attitude (... = 4.27). Furthermore, there is a significant positive strong correlation between their level of environmental awareness and sustainability perception and attitude (r =0.568). The results indicate that Generation Z students highly consider the importance of environmental awareness in their actions, and they have a high positive perception and attitude towards sustainable behavior. This revealed that with the Generation Z students' heightened knowledge and awareness in terms of the environment, there is also a heightened positive perception and attitude towards promoting sustainability with regards to the society, economy, and environment. To enhance the knowledge of students on environmental issues and orient their actions towards sustainability, the authors recommended for a stronger integration of environmental information in college curriculum. The authors also suggested the university to strengthen its pro-environment policies to empower more students to become conscious with their actions. It was also suggested for future researchers to further investigate the factors and mediating influences that could affect how students perceive the environment and the concept of sustainable development or use other generations as samples for comparison or another scope of study. [ABSTRACT FROM AUTHOR]

The choice of medical specialty for future doctors is a multidimensional issue, associated with many factors. This study aimed to explore the factors influencing the specialty choices of doctors entering the Polish healthcare system. A nationwide cross-sectional survey was conducted from May until August 2023. The data was gathered via an online nationwide survey among recent medical school graduates. We explored respondents' preferences regarding medical specialties (in two categories: surgical and non-surgical), and the factors that drive their choices. The U-Mann Whitney test was used to compare the distribution of 19 analysed factors, and the chi-squared test was used if a trend was not observed. 737 responses were collected, and 698 were included in the study. The respondents (60.5% female) preferred non-surgical specialties over surgical ones. The main factors influencing doctors' choices were remuneration, the ability to maintain work-life balance, interest in the medical field, the ability to start a private practice, skills possessed, and doctor-patient interactions. Doctors pursuing a career in surgical fields are driven by slightly different factors than those who chose a non-surgical specialty. The youngest generation values a healthy work-life balance, and their non-professional life remains crucial. [ABSTRACT FROM AUTHOR]

The concept of hospitality encompasses a range of interactions between hosts and guests, grounded in sociocultural norms and practices. To look into hospitality from a different sociocultural viewpoint, this paper explores how Generation Z understand and interpret “hospitality” through the lens of gender. Using semi-structured interviews, it reveals that females link hospitality to customer service and host-guest relationships, while males emphasiseemphasize commercial elements, such as food and payment. These insights underscore the complex interplay between gender disparities and hospitality perceptions. The research highlights the importance of implementing industry policies and training that address gender disparities and encourage inclusivity. For broader relevance, future research should encompass diverse demographics and assess the influence of temporal and regional factors on these perceptions. [ABSTRACT FROM AUTHOR]

Introduction: The coach-athlete relationship is not merely a by-product of the coaching process but serves as its foundation. Coaches today must align their approaches with the characteristics (character, strengths, and growth areas) of a new generation of athletes, commonly referred to as Generation Z (Gen Z). Born between 1995 and 2012, Gen Z's grew up in a digital age, which shaped their character and behaviour. The purpose of the study was to explore coach-athlete relationships, the characteristics of Gen Z athletes that influence this relationship, and the process of building healthy coach-athlete relationships, from the perspectives of coaches. Methods: The study used a qualitative methodology to elicit the perspectives of 11 male rugby union coaches (M ± SD age: 42.09 ± 7.56 years; with 12.83 ± 3.48 years of coaching experience), through semi-structured individual online interviews. We developed the interview script from Jowett's Coach-Athlete Relationship Questionnaire (CART-Q). The interviews were analysed using Merriam and Tisdell's six-step process. Findings: The analysis yielded six super themes (and 17 themes). 1. Coach perspectives on coaching Gen Z players (developmental facilitators and debilitators, Covid-19's effect on development). 2. Closeness between coaches and athletes [loving and caring, getting closer, trusting, (not) respecting some players]. 3. Commitment (personally and towards the team, sacrifices). 4. Complementarity (goal setting, collectively working towards common goals). 5. Co-orientation (communicating, reciprocal relationship views). 6. Developing the coach-athlete relationship (approaches thereto, practical steps). Discussion: Various facets of the coach-athlete relationship are interlinked and shaped by the characteristics and behaviours of this generation of athletes. Practical recommendations are offered on how to cultivate the coach-athlete relationship on emotional, cognitive, and behavioural levels. [ABSTRACT FROM AUTHOR]

Objective: This qualitative phenomenological study explored alcohol habits, behaviors, and motivations of Gen Z students (born 1996-2010). Participants: Thirteen participants met selection criteria: aged 18-24 years (thus, part of Gen Z), enrolled as at either the University or community college, and able to share experiences. Maximum variation was sought for race/ethnicity, Greek life/sorority involvement and hometown regional area. Methods: Semi-structured interviews elicited detailed descriptions of lived experiences. Saldana's First Cycle/Second Cycle constant comparative method was used for data analysis. Results: Five themes were identified: Motivations to Drink, Know My Limits, Exceeding Limits Leads to Risky Behaviors, Hangover Anxiety ("Hangxiety"), and Greek Life Influence. Additionally, the subtheme Internal Thoughts and Rationalizations was identified. Conclusion: Unique characteristics and unprecedented times contribute to alcohol consumption behaviors of Gen Z students. These findings hold an awareness to assist in the provision of education, support, and needed resources. [ABSTRACT FROM AUTHOR]

The research aims to identify the key characteristics of Generation Z as a target audience for advertising campaigns. To achieve this, a virtual community was established to examine the extent of acceptance and rejection of various advertising aspects, ranging from content creation to how Generation Z is portrayed. The methodology used is qualitative and involves participant observation within the framework of digital ethnography. The findings provide an accurate description of the concerns of a generation that is establishing new ways of relating to technology and content creation. [ABSTRACT FROM AUTHOR]

Generation Z has entered a labour market recently and most of its members are about to finish their studies and start their careers at the workplaces. It is the least numerous generation which is present at workplaces nowadays and some employers face lack of talents. To be able to recruit suitable job applicants they need to present themselves well. Since social media are natural way of communication of generation Z, they seem to be suitable tool for this purpose. This paper aims to investigate if employers are aware of specifics of generation Z and if they consider social media useful for recruiting the youngest generation at the labour market. Empirical research included combination of qualitative and quantitative method and based on findings several managerial implications were formulated. [ABSTRACT FROM AUTHOR]

Market research highlights Generation Z's increasing demands for digital brand experiences that inspire word-of-mouth sharing. Virtual reality (VR), an immersive affordances technology, holds promise for experiential marketing due to its power to transform experiences. Yet, limited research has examined how VR influences different facets of brand experiences that empower brand engagement and word-of-mouth. In Study 1, a laboratory experiment demonstrates that VR prompts higher sensory, intellectual, and behavioral brand experiences and word-of-mouth compared to static images and 360° tours, with equal brand engagement as a 360° tour. Study 2 corroborates these findings through a thematic analysis of qualitative insights from Generation Z consumers. This research underscores VR's vital role in fine-tuning brand experience and brand engagement in the experiential marketing context. [ABSTRACT FROM AUTHOR]

AbstractGen Z’s interest in ethical consumption, including tourism, is growing in response to pressing global challenges. However, there is limited research on the constraints tied to the ethical travel decisions of this young cohort of travelers. This qualitative study, grounded in the theory of constraints and ethical consumerism literature, addresses this gap. The findings reveal multi-layered and interrelated constraints categorized as intrapersonal (cognitive dissonance, risk aversion, consumption inertia), interpersonal (green stigma, family dynamics, social comparison), and structural (limited accessibility, financial restrictions). This study extends the theory of constraints by showing that these constraints do not act in isolation but interact dynamically, with intrapersonal constraints often triggering interpersonal and structural ones, while certain barriers reinforce others. Unlike previous research that treats these constraints as independent, our findings reveal their sequential and context-dependent nature, offering new insights into how these constraints interrelate in shaping ethical travel decisions and practices. By highlighting the complexity of ethical decision-making—including conflicting principles, ambiguity, and social influences—this study offers a novel, theoretically-grounded perspective on the constraints faced by Gen Z, often labelled the “greenest” generation. Practically, these findings inform targeted interventions and policy initiatives to enable ethical tourism. [ABSTRACT FROM AUTHOR]

In the digital context, smart homestays have developed rapidly in the post-epidemic era and have become a new form of accommodation. Homestays are favored by many young people in China, such as those belonging to Generation Z. According to data concerning China's national tourism and related reports, the demand for homestays has increased dramatically in recent years. Thus, we need to consider how to improve the smart homestay user experience. Based on the American Customer Satisfaction Index (ACSI) model, this study explores the factors that affect the user experience of smart homestays. An online survey of 370 respondents of Generation Z in China was conducted, followed by descriptive statistical analysis and hypothesis model validation using SPSS 26.0. The data show that among the five service variables (reservation, check-in, living, check-out, and information sharing), perceived value has a positive and positive impact on service variables in all aspects. Finally, machine learning is used for emotion text analysis, and the results show that users are biased towards smart homestays in the sentiment analysis of the comments. Although smart homestays have a certain amount of attention, there is still a lot of room for progress in technology and services. The purpose of this study is to improve and perfect the rules for making smart homestay service standards based on understanding the satisfaction of Generation Z when using smart homestays while also providing a theoretical basis and practical manuals for the industry to promote the development of the industry and improve user experience. Based on the research results of the above literature, it is imperative to carry out research on Generation Z, the main force of future consumption, especially in the field of artificial intelligence. [ABSTRACT FROM AUTHOR]

This article is related to empowerment influenced by human capital, social capital, and Generation Z through social media in start-up culinary companies in Madura. The research was conducted on new or existing business actors using internet-based technology or social media in Madura (Bangkalan, Sampang Pamekasan Sumenep), there were 241 respondents in total. Data were obtained using multiple regression correlated analysis, using AMOS. The results show that there is a significant influence that human capital, social capital, and and Generation Z have a significant effect on empowerment both directly and indirectly through social media intervening, especially in Madura, East Java. There is a change in business patterns from a manual or traditional system to a modern or contemporary business based on an online/internet system in Madura. This business pattern can be the same as what is happening in other regions nationally, where all business sectors are now changing with modern concepts so that they can increase income as part of the method to face global business competition. observation was made by involving business actors, especially Generation Z which has an impact on empowerment. [ABSTRACT FROM AUTHOR]

Current studies on nature-based solutions (NBS) in urban areas often overlook young people, who are essential users of urban spaces. Our study from the Czech Republic fills this gap by investigating how children (Generation Z, 11–15 years) perceive 12 NBS and 3 grey infrastructure measures and their ecosystem services (ES). Results from an image-based questionnaire survey indicate that water features, trees and flower beds are the most attractive for spending leisure time, while most other features were perceived as relatively unattractive by the children surveyed. In addition, the results highlight oxygen production as the most valued service by children, followed by biodiversity support and aesthetic function. This study emphasises the need for inclusive management of NBS and recognises the role of multiple stakeholders, including children, in creating attractive urban spaces.Key policy highlights Exploring the preferences of Generation Z towards different nature-based solutionsSome measures and benefits were perceived as more attractive and importantWater features, trees, and flower beds were rated as the most attractive measuresOxygen provisioning, biodiversity, and aesthetics were identified as the most important benefitsChildren and young people are essential users of urban nature and public spacesExploring the preferences of Generation Z towards different nature-based solutionsSome measures and benefits were perceived as more attractive and importantWater features, trees, and flower beds were rated as the most attractive measuresOxygen provisioning, biodiversity, and aesthetics were identified as the most important benefitsChildren and young people are essential users of urban nature and public spaces [ABSTRACT FROM AUTHOR]

This research examines the creation of knowledge on social networks about blood donation, the role of virtual communities and their potential to attract donors. We applied a two-step methodology, starting by interviews with blood donation management institutions in Spain (N=21) and concluding with the analysis of comments from 61 donor testimonials on TikTok (N=1,606). This social network was chosen because of the scarce institutional presence and the predominance of Generation Z, which is necessary for generational change. The results show that blood donation in Spain is seen from a positive perspective, where complaints are rare or relativised and the community encourages the behaviour imitation thanks to the feeling of pride and gratitude to donors. Knowledge is generated both from the contributions of creators and audiences and is focused on informing about the process, conditions and consequences, supporting its voluntary and altruistic nature. Overall, social, group and collaborative learning takes place, with greater success in those contents shared by health profiles but supported by all users. We conclude that TikTok plays a relevant role in the literacy and awareness of blood donation based on the virtual community collective intelligence, which will affect the donor relay thanks to the behavioural models that obtain social recognition. [ABSTRACT FROM AUTHOR]

Intergenerational communication gaps are one of the most significant challenges that modern churches face, especially when dealing with the relationships between Generation Z and Generation X. These two generations often experience difficulties in communicating effectively due to their distinct values, experiences, and communication preferences. Generation Z, born and raised in the digital age, tends to rely heavily on technology and quick, instant forms of communication, while Generation X favors more conventional, face-to-face interactions. Based on the biblical teaching found in 1 Timothy 4:12, which emphasizes the importance of leadership and exemplary behavior among the youth, this study explores the role of the church in bridging these communication gaps. The research employs a qualitative approach with a case study method, focusing on a diverse urban church. Data collection was conducted through indepth interviews, participatory observations, and analysis of church documents related to intergenerational programs. The findings suggest that the church’s role in addressing these communication challenges can be effectively realized through strategic programs such as mentoring initiatives, intergenerational discussion groups, and the reinforcement of biblical values that are relevant to the current communication challenges faced by both generations. Furthermore, the study highlights the crucial role that church leaders play in fostering healthy and inclusive relationships between different generations, appreciating the unique contributions that each generation brings to the church’s life and mission. [ABSTRACT FROM AUTHOR]

Introduction: Atopic dermatitis (AD) is a chronic inflammatory dermatosis that affects all age groups. The impact of AD on patients' lives could differ across generations. Understanding the differences in objective and subjective severity of AD between generations may support more personalized care for the AD patients. Thus, this study aimed to compare the clinical severity and subjective impact of AD between generation Z (GZ) and the millennial generation (MG). Materials and methods: We carried out a cross‐sectional observational study in patients diagnosed with moderate to severe AD born between 1993–2001 (GZ) and 1978–1992 (MG) who attended an AD specialist care unit for the first time. We collected severity indices evaluated by the dermatologist, such as the Eczema Area and Severity Index (EASI) or the Investigator Global Assessment (IGA), and severity scales that included patient assessment, such as the SCORing Atopic Dermatitis (SCORAD) or the Patient‐Oriented Eczema Measure (POEM). Results: A total of 73 patients were included, of which 56.2% (41/73) were women. 52.86% (37/73) of the patients belonged to the MG, and 43.8% (33/73) belonged to GZ. Patients belonging to GZ presented lower severity of their AD compared to the MG (EASI: 9.75 ± 11.68 vs. 16.63 ± 14.66; P < 0.05). However, their perception of disease severity was similar to the MG (SCORAD: 43.54 ± 28.99 vs. 32.98 ± 21.91; P = 0.96; POEM: 13.21 ± 8.98 vs. 15.48 ± 6.69; P = 0.14). Conclusions: GZ presents a higher subjective perception of severity than millennials. Understanding these generational disparities contributes to creating more effective treatment strategies and provides a more targeted approach to care that addresses each generational group's unique needs and expectations. [ABSTRACT FROM AUTHOR]

The article focuses on strategies for engaging Generation Z members with the Music Teachers National Association (MTNA). Topics include the significance of mentorship programs to involve younger teachers, suggestions for colleges and local chapters to facilitate engagement, and the need for meaningful opportunities that resonate with Gen Z values and experiences.

Sustainable consumption research, particularly understanding how consumers realign their purchasing habits toward more sustainable ones (e.g., upcycled products), has swiftly grown in popularity. Upcycling is one of the ways for firms to decrease their waste while enhancing their production processes. It is a way to add value to waste and discarded products and make them new again with a story. Although there is some research on consumer perception of such products in developed countries, the views of consumers in developing countries regarding upcycled goods have not been studied. To address this gap, this paper investigates consumer attitudes toward upcycling products in an emerging economy, namely, Türkiye. We conduct an embedded case study and examine several contextual considerations that firms should consider when embarking upon upcycling programs. In conclusion, we offer a conceptual framework for attitude toward upcycled products. [ABSTRACT FROM AUTHOR]

In the current digital era, Instagram is not only a place to share personal moments but also a political arena where individuals participate in discussions, campaigns, and other political activities. This research aims to understand the phenomenon of Fear of Missing Out (FoMO) on social media, Instagram, among Generation Z during the 2024 presidential election using Alfred Schutz's phenomenological theory. This research employs the phenomenological method, where data collection techniques used are interviews, observations, and documentation. The study uses an interpretive paradigm to allow the researcher to observe and understand the meanings, values, and behaviors of Generation Z in using Instagram to spread campaign tweets and even comment during the 2024 presidential election. The results of this research show that Generation Z feels a greater desire to use Instagram during the presidential election period. FoMO is a common experience among the informants, particularly related to the fear and anxiety of missing out on important information or discussions happening on Instagram during the 2024 presidential election. The FoMO experienced by the informants indicates a pressure to always stay up-to-date with the latest information, which can negatively impact the informants. [ABSTRACT FROM AUTHOR]

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The relevance of the study is the global consumer trend towards sustainability. Sustainable consumption has positive environmental, social, and economic impacts, which makes it a key issue in the context of food consumption. Preference for regional, and domestic products can significantly support sustainable consumption. The study focused on the demographically and economically important Generation Z from the perspective of sustainable consumption. The main research objective of the study is to analyze the Hungarian food purchasing habits of Generation Z and to segment Generation Z according to the Hungarian food consumption criteria to characterize potential target groups. During the research, qualitative and quantitative data collection was carried out. The study focuses on the presentation of the results of the latter. In the quantitative survey, we conducted a pre-tested standardized questionnaire online survey. Subject recruitment was carried out using a snowball sampling method, resulting in 518 evaluable questionnaires. In a quantitative study, distinct segments of Hungarian food consumers were characterized according to their food consumption preferences. The research also demonstrated that the groups of Generation Z according to Hungarian food consumption preferences differ significantly from each other in terms of their perception of Hungarian food. The research concludes that Generation Z is a group of domestic food consumers with specific characteristics, who could be the main base for sustainable consumption. For those who have not yet developed this motivation, the main reasons are an unsophisticated preference system and a lack of education. Systematic marketing activities aimed at the first component of attitudes are therefore most needed to attract these segments. [ABSTRACT FROM AUTHOR]

Purpose: The reason for writing this article is the still existing gap in research on the attitudes of Generation Z. In particular, on attitudes related to work, including cooperation between managers, bosses and subordinates. In the context of contemporary socio-demographic changes in the labor market, the issue of generational diversity and the challenges it presents for employers, as well as for human resource management within organizations, has become increasingly important. Members of Generation Z are ambitious and independent. Project/methodology/approach: The objectives of the article were achieved through the analysis of available texts. This method was used to research the described issue. The approach to the topic results from the specificity of the studied group, which is amorphous and, despite similar activities, does not have a developed strategy for its activity on the labor market. Findings: The research results showed that for representatives of Generation Z, professional satisfaction, although important, is less important than personal life, interests, and self-fulfillment. Very often, Generation Z representatives are ready to change jobs if they see their self-development as incompatible. Practical implications: Generation Z clearly differs in its attitudes from previous generations. For employers, this means new challenges; they will have to learn the values of Generation Z employees and try to find a model of cooperation between managers and their subordinates that will allow for the development of organizations in which the youngest generations have found employment. Social implications: The article may be a signal to management staff that Generation Z, increasingly represented on the labor market, poses new, previously unknown challenges to managers. It also shows that they can be applied in practice. Originality/value: The article discusses a problem that has so far been poorly researched in Poland. Research conducted in other countries shows that it is important for management staff. In theory, this is the first article in a series analyzing the attitudes of Generation Z on the Polish and Central European labor markets. It also shows that automatic implementation of Western European or Far Eastern solutions will not always be a solution on the Polish labor market. [ABSTRACT FROM AUTHOR]

This research investigates how university students define and perceive success, an area that is increasingly important to ensuring that a university's brand remains aligned to the expectations of future students. Over the next decade, university students will comprise members of Generation Z (Gen Z), and by recognizing this group of students' preferences and aspirations, universities can tailor their branding, educational portfolio, and overall campus experiences to ensure that together they resonate and satisfy evolving needs and demands. Using data based on a sample of Gen Z undergraduate students undertaking their degrees at three case study UK post-1992 universities, this research adopted an exploratory, interpretivist methodology. Data collected from semi-structured interviews were analyzed using recursive abstraction to identify underlying patterns and trends within the data. The research identified five key themes that Gen Z are using to define success, and these are the following: (1) being objective and task-driven; (2) embracing fluidity and subjectivity; (3) being ethically and morally responsible; (4) having resilience; and (5) accepting and learning from failure. Recommendations were made for actions that universities should start to take to enable them to work toward achieving this. [ABSTRACT FROM AUTHOR]

This article critically analyses and compares the sustainability orientation of Generation Z in India and the United States and examines its role in their employer selection, using the Theory of Planned Behaviour. Our qualitative study employs the Narrative Inquiry method and includes 30 participants—15 from India and 15 from the United States—aged between 19 and 26 years, who are either currently employed or preparing to enter the workforce within the next few years. Data were collected through in-depth interviews. The findings of our research show that subjective norms and contextual realities can play a significant role in shaping Generation Z's personal attitudes towards sustainability and their perceived behavioural control in making important life decisions, such as choosing an employer. These findings contribute significantly to the literature on Generation Z's sustainability orientation and bear important implications for the higher education sector and employers. [ABSTRACT FROM AUTHOR]

The fashion industry's heightened focus on sustainable production has enhanced the emergence of varied eco-conscious procedures such as re-upcycling. Nonetheless, the multiple steps required for such procedures often lead to more expensive products, consequently lowering consumers' motivation to purchase such products. Do-it-yourself (DIY) fashion videos can motivate individuals to try DIY fashion, while promoting sustainable production and consumption of clothing. This study tested if DIY fashion videos could be used to change the perception among Thai youth on the DIY sustainable fashion. An Instagram profile named 'Broke Vogue' was created and it shared a variety of DIY fashion-related contents and activities. The page gained 300 followers during the six weeks it was active. The profile also invited participants to take a survey to evaluate their attitudes towards DIY fashion. This served as the data source of this study. The majority of participants in the survey were university students (N = 102, 73.5 per cent women). The results confirmed that participants developed a positive opinion concerning DIY fashion after visiting the page. However, it also strengthened some negative stereotypes as participants were more confident that DIY fashion was not appropriate for senior citizens or citizens with financial issues. [ABSTRACT FROM AUTHOR]

Our article aims to investigate the factors, precisely motives for TikTok use, perceived ad intrusiveness, attitude toward advertising, ad credibility, ad value, and online flow experience, driving buying impulsiveness among Generation Z users on TikTok. We developed and analyzed a theoretical model using SmartPLS. We used a quantitative-based approach to collect data by surveying a convenience sample of 2406 online questionnaires. The results indicate that motives for TikTok use negatively affect perceived ad intrusiveness while positively affecting the online flow experience and ad credibility. Attitude towards advertising negatively impacts perceived ad intrusiveness, while attitude towards advertising positively influences ad credibility and value. Furthermore, ad credibility has a positive impact on ad value, which, in turn, positively influences online impulse buying. As such, adapted ad content leads to a positive attitude toward advertising, creating an optimal experience on the platform and a positive perception of ads regarding credibility and value. [ABSTRACT FROM AUTHOR]

AbstractTalent management is crucial to the success of the hospitality industry, with its impact on the industry’s ability to attract, develop and retain talent. This paper examines talent management challenges and opportunities in preparing Generation Z students for future work using semi-structured focus groups with a sample of 55 participants from the Dutch hospitality industry (industry professionals, teaching staff, and students). Findings highlight flexibility, open communication, growth opportunities, technology integration, and teamwork as critical for engaging Generation Z. The importance of modernizing educational curricula, prioritizing experiential learning, and encouraging collaboration between education providers, the industry, and policymakers is also highlighted. [ABSTRACT FROM AUTHOR]

Second screen use is becoming increasingly popular among young people. Türkiye can be expressed as a place where the use of devices such as TV, phone, tablet and computer is widespread. This study, which is based on the uses and gratifications approach, seeks answers to the following questions: a) which devices are used as second screens, b) with which TV programs they are used, c) with what kind of motivations they are used by Generation Z members who still watch TV. We collected data from university students using a questionnaire and the convenience sampling method, which is a type of non-probabilistic sampling, through SPSS. The data showed that Generation Z primarily uses smartphones as second screens, and only a few use second screen applications on their mobile phones. Music programs are the most popular thematic programs watched together with the second screen. Women tend to use their second screens for watching series and shopping. Generation Z prefers using a ‘smartphone with computer’ as a second screen. Future studies could investigate the motivations of students and academics to use second screens in distance education. Additionally, future studies can investigate the usage habits of second screens in second language learning. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this article is to understand how representatives of different generations (Baby Boomers, Generation X, Generation Y, and Generation Z) view organizational leadership in the context of the challenges posed by Industry 4.0. The authors want to assess whether there are common leadership qualities valued by all generations, despite differences based on generational affiliation. Design/methodology/approach: The study was conducted using a survey questionnaire aimed at people involved in decision-making processes in Polish companies. The analysis was based on descriptive statistics, which made it possible to assess the responses and compare the results among selected generational groups. Findings: The results indicate different approaches to leadership depending on generational affiliation. All generations agreed that leadership is crucial, but differ in their priorities. Baby Boomers value leader adaptation, Generation X emphasizes values, Generation Y focuses on success, and Generation Z focuses on diverse leadership competencies. Research limitations/implications: The survey is limited to Polish organizations, which may affect the generalizability of the results to other countries. The sample is small, especially for Generation Z, which may limit a fuller understanding of their perspectives. Originality/value: The article provides unique findings on the differences and similarities in leadership perceptions among the four generations. It points to the need for a flexible management approach that takes into account specific generational needs in the era of Industry 4.0. [ABSTRACT FROM AUTHOR]

The article presents the attitudes of two groups of students regarding the spelling (closed forms, hyphenated forms or open forms) of new words whose components (one or two) are words from the English language. The study not only tracks the basic knowledge of the students and their ability to use basic rules in Bulgarian spelling but also their preferences for spelling the analyzed lexical units. In the two test groups, the knowledge of the English language is at different levels, which is a prerequisite for different degrees of interference in the field of spelling. In this way, it is traced whether the degree of proficiency in a foreign language influences the spelling of words or whether the spelling variant they choose is a result of other factors. The results of the experiment clearly show the fluctuations of the respondents in spelling the analyzed lexical units. For the purposes of the study, Chat GPT was also used to determine how useful it can be in solving the spelling cases under consideration. [ABSTRACT FROM AUTHOR]

This research focuses on adolescents with mental health issues such as stress and anxiety. Stress is described as general daily pressure that affects daily behavior, while anxiety is defined as excessive worry about future events. Both stress and anxiety are closely associated with low self-esteem, which refers to an individual's perception and evaluation of their ability to face and solve problems. Various interventions can enhance self-esteem, with art therapy being particularly effective for adolescents. In this study, the State Self-Esteem Scale (SSES) was used to measure self-esteem, and the DASS-21 was used to assess stress, anxiety, and depression symptoms. Five female participants completed the intervention, which consisted of eight sessions conducted over five days. This research utilized a quasi-experimental pre- and post-test method. The intervention results showed a significant increase in global self-esteem scores, as well as changes in stress, anxiety, and depression levels. [ABSTRACT FROM AUTHOR]

Against the background of Instagram's central role as an information source for Generation Z, this study investigates the influence of the social media platform on the image formation of the destination Cappadocia and the impact of this image on potential visit intention within this generation. Through a quasi-experimental research design, it was found that photo-based Instagram posts positively affect both the cognitive and affective destination image of Cappadocia. However, the perception in the affective dimension was significantly more positive than in the comparison group (text-based extracts from Wikivoyage). Although the study did not prove significant differences in visit intention between the groups, the results show significantly stronger correlations between a positive perception of the destination image on Instagram and the potential intention to visit Cappadocia. The findings emphasize the relevance of Instagram during the travel inspiration and information phase for Generation Z. Instagram serves as a significant external stimulus factor for image formation and subsequent destination decision-making. [ABSTRACT FROM AUTHOR]

In an era characterized by rapid technological advancements and shifting work paradigms, understanding how factors such as technology use, flexible working hours, and teleworking impact employee performance is crucial. This study explores these dynamics within the context of Generation Z employees, a demographic increasingly prevalent in today's workforce. This study aims to examine the influence of Use of Technology, Flexitime, and Tele Working on the performance of Generation Z employees in the Tangerang and Jakarta areas, with work-life balance as a mediating variable. Adopting a quantitative approach, this study used questionnaires distributed to Gen Z employees from various industrial sectors. Data analysis was conducted using regression techniques and mediation analysis. The results showed that Use of Technology, Flexitime, and Tele Working significantly contributed to the performance of Gen Z employees in the region. In addition, work-life balance was shown to mediate the relationship between these factors and Gen Z employee performance. These findings provide important insights for organizations and HR managers in designing policies and strategies that suit the preferences and needs of the younger generation in a rapidly changing work environment. This research also has the potential to contribute to the literature on human resource management, especially in the context of youth work and Use of Technology. [ABSTRACT FROM AUTHOR]

This paper investigates the influence of audio marketing strategies on Generation Z within the context of fashion stores. The mentioned area, The Influence of Audio Marketing on Fashion Stores, has not yet been explored in the post-COVID era on the European market. The European fashion retail market has recently encountered numerous challenges and the previously mentioned issues. Given the stiff competition faced by fashion retailers in Central Europe, understanding how to enhance the shopping experience for this emerging consumer group is crucial. We conducted a quantitative case study using a research sample collected through online forms at V4 Economics (Czech Republic, Slovakia, Poland and Hungary). Our five hypotheses were rigorously tested using statistical tools by One Mean Wilcoxon Test. It was found that there is an influence of audio marketing on increasing the time spent and encouraging higher spending in stores. Another significant finding is the impact of audio marketing on impulsive buying behavior, store satisfaction, and customer intentions. Additionally, our research examines suitable musical genres for Generation Z in fashion stores, with pop music emerging as the most suitable choice based on the results. This paper provides valuable insights for marketers considering the implementation of audio marketing strategies in fashion stores and guides them on selecting the appropriate musical genre to enhance the overall shopping experience for customers. [ABSTRACT FROM AUTHOR]

The key objective of this study is to investigate the nuanced relationship between talent management and total quality management at the hotel industry, along with the mediation of employee engagement and moderation of authentic leadership. Toward that end, a "modular research design" with a "purposive sampling" technique was adopted, using a self-administered questionnaire to collect data from 862 of Generation Z employees working at 4–5 star hotels in Jordan. The findings revealed that employee engagement fully mediates the talent management-total quality management association, along with a significant moderation of authentic leadership on the talent management–engagement relationship. This study provides a novel prelude to new determinants of TQM that are expected to generate insight on how to elicit favorable attitudinal responses and behaviors amongst Generation Z employees essential for a successful implementation of total quality management. [ABSTRACT FROM AUTHOR]

The purpose of the research is to understand the factors that affect employer branding, particularly in the context of Generation Z employees in startup companies. Startups have emerged as a prominent career option for Generation Z in the current globalization era, due to their innovative and dynamic work environments. The goal of this study is to determine which aspects of employer attractiveness align with the aspirations and values of Generation Z, specifically analyzing PT Eximku Teknologi Indonesia (Andalin). The study used a qualitative methodology, involving in-depth interviews with internal Andalin and external startup employees. The purpose of the data collection is to identify how employees vary in their responses to the various aspects of employer attractiveness, such as Social Value, Development Value, Application Value, Safety Value, and Economic Value. According to the study, Andalin employees are largely satisfied on most criteria except Economic Value, where some respondents believe their workload is not appropriately provided. External respondents are dissatisfied with most characteristics, except for social, developmental, and economic values, demonstrating a lack of organizational belonging and long-term job stability in startups. Notable results indicate that social media efficiently showcases the working environment to Generation Z and attracts their attention, demonstrating how it is so important for employer branding. Another suggested strategy to increase awareness of the company's culture, vision, mission, and core values of the company is to improve the career website. [ABSTRACT FROM AUTHOR]

Considering the current role of technology, this research aims to investigate the impact of the metaverse on social development and psychological well-being in the United Arab Emirates (UAE). The focus remains on Generation Z, as an important portion of the country's metaverse users. Supported by the technology determinism theory, this research used a structured questionnaire to gather data from 363 respondents. The analysis indicates that metaverse technology significantly impacts social development and psychological well-being. The effect of metaverse technology on social development remained positive, with the p-value at p > 0.000. In addition, metaverse technology also has a significant positive effect on psychological well-being (p > 0.000), with the findings showing strong statistical support for this relationship. These results confirm that metaverse technology plays a significant role in improving both social and psychological facets. Thus, it is concluded that the metaverse creates immersive virtual environments that help unique forms of social interaction and connectivity, confounding geographical barriers. This can improve social skills and communication and promote a strong sense of community. The metaverse offers a directed and engaging space to practice social interactions and gain confidence, indicating its positive, constructive role in society. [ABSTRACT FROM AUTHOR]

This study aims to analyze the influence of remuneration, work environment, and career development on Generation Z's intention to apply for jobs, mediated by company reputation in the Jakarta region. The research design is quantitative. The data collection will be conducted through a survey method using a questionnaire as the primary data collection tool from a population sample, and the research design will be quantitative. Based on the test results, it can be concluded that the research model meets the composite reliability and Cronbach's alpha criteria and is considered reliable. The results of this study show that company reputation mediates the influence on Job Application Interest among Generation Z, with company reputation being the mediating factor. [ABSTRACT FROM AUTHOR]

The tendency of generation Z, which is the newest group in the workforce, to leave their jobs is significant both globally and in Indonesia. This research aims to reveal the impact of salary satisfaction, psychological empowerment, and relational psychological contract on turnover intention, with work engagement as a mediator. Using a quantitative research design that adopts a cross-sectional approach, data was obtained from 220 generation Z employees. Data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results show that there is a direct influence of psychological empowerment on turnover intention, while the relational psychological contract and salary satisfaction do not have a direct influence. Additionally, work engagement was identified as a mediating factor in the relationship between psychological empowerment, relational psychological contract, pay satisfaction, and turnover intention. [ABSTRACT FROM AUTHOR]