The millennial mum:technology use by new mothers

Becoming a mother presents a woman with new challenges and a need to access new sources of information. This work considers the increase in the use of online parenting support as the first group of millennials become parents. Initial results from a survey comparing the use of technology pre and post the experience of childbirth is presented. The survey reveals that mothers are likely to increase the time they spend online and are strongly motivated by seeking social contact. The paper concludes by considering the implications of this survey for healthcare professionals wishing to give information and support through online media and suggests how HCI professionals can become involved in this work

Millennial cultural consumers : Co-creating value through brand communities

The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. With that the authors single out for attention how 'brand community' theory might apply.This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts connecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatively conceptualised MCCs.Peer reviewedFinal Accepted Versio

The net generation and digital natives: implications for higher education

Executive Summary "Our students have changed radically. Today�s students are no longer the people our educational system was designed to teach." (Prensky 2001 p1) 1. There is no evidence that there is a single new generation of young students entering Higher Education and the terms Net Generation and Digital Native do not capture the processes of change that are taking place. 2. The complex changes that are taking place in the student body have an age related component that is most obvious with the newest waves of technology. Prominent amongst these are the uses made of social networking sites (e.g. Facebook), uploading and manipulation of multimedia (e.g. YouTube) and the use of handheld devices to access the mobile Internet. 3. Demographic factors interact with age to pattern students� responses to new technologies. The most important of these are gender, mode of study (distance or place-based) and the international or home status of the student. 4. The gap between students and their teachers is not fixed, nor is the gulf so large that it cannot be bridged. In many ways the relationship is determined by the requirements teachers place upon their students to make use of new technologies and the way teachers integrate new technologies in their courses. There is little evidence that students enter university with demands for new technologies that teachers and universities cannot meet. 5. Students persistently report that they prefer moderate use of Information and Communication Technologies (ICT) in their courses. Care should be taken with this finding because the interpretation of what is �moderate� use of ICT may be changing as a range of new technologies take off and become embedded in social life and universities. 6. Universities should be confident in the provision of what might seem to be basic services. Students appreciate and make use of the foundational infrastructure for learning, even where this is often criticised as being an out of date and unimaginative use of new technology. Virtual Learning Environments (Learning or Course Management Systems) are used widely and seem to be well regarded. The provision by university libraries of online services, including the provision of online e-journals and e-books, are also positively received. 7. Students do not naturally make extensive use of many of the most discussed new technologies such as Blogs, Wikis and 3D Virtual Worlds. The use of 3D Virtual Worlds is notably low amongst students. The use of Wikis and Blogs is relatively low overall, but use does vary between different contexts, including national and regional contexts. Students who are required to use these technologies in their courses are unlikely to reject them and low use does not imply that they are inappropriate for educational use. The key point being made is that there is not a natural demand amongst students that teaching staff and universities should feel obliged to satisfy. 8. There is no obvious or consistent demand from students for changes to pedagogy at university (e.g. demands for team and group working). There may be good reasons why teachers and universities wish to revise their approaches to teaching and learning, or may wish to introduce new ways of working. Students will respond positively to changes in teaching and learning strategies that are well conceived, well explained and properly embedded in courses and degree programmes. However there is no evidence of a pent-up demand amongst students for changes in pedagogy or of a demand for greater collaboration. 9. There is no evidence of a consistent demand from students for the provision of highly individualised or personal university services. The development of university infrastructures, such as new kinds of learning environments (for example Personal Learning Environments) should be choices about the kinds of provision that the university wishes to make and not a response to general statements about what a new generation of students are demanding. 10. Advice derived from generational arguments should not be used by government and government agencies to promote changes in university structure designed to accommodate a Net Generation of Digital Natives. The evidence indicates that young students do not form a generational cohort and they do not express consistent or generationally organised demands. A key finding of this review is that political choices should be made explicit and not disguised by arguments about generational change

The Effect of Financial Literacy, Herding Behaviour and Overconfidence on Investment Decisions in the Millennial Generation

This study aims to examine and analyze the influence of financial literacy, herding behaviour, and overconfidence on the investment decisions of the millennial generation in Mataram. A total of 100 millennial investors in Mataram City became respondents in this study. Structural Equation Modeling using intelligent PLS software was used in this study to analyze the data. The study's results prove that financial literacy and overconfidence have a positive and significant effect on the investment decisions of the millennial generation.In contrast, herding behaviour does not have a positive and considerable influence on the investment decisions of the millennial generation. The results of this study indicate that in addition to investors having good financial literacy, investors can also behave biased in capturing investment decisions, such as being too confident in their information. Excessive trust in investors can make investors wrong in analyzing, impacting lousy investment decisions

How to attract and retain the Millennial generation : El Corte Inglés Portugal case study

Through the analysis of the Millennial challenge of El Corte Inglés, this thesis delivers an overall perspective of the Portuguese retail market under marketing topics such as targeting, positioning, marketing mix, consumer behaviour, brand equity and retailing. El Corte Inglés is one of the biggest department stores’ group in the world and operates in Portugal since 2001. Running a strategy of renewal and continuous improvement of their commercial offer, where quality, service and assurance are determinant for the success of the company, one of their goals is attracting and retaining the Millennials, which are considered the customers of tomorrow. Therefore, this thesis aims to study, through primary and secondary research, how can the department store attract and retain the Millennial generation and how is it perceived by the referenced cohort, by understanding their habits and their demands. Main results indicate that Millennials associate El Corte Inglés with luxury and premium, nevertheless, recognize they offer higher levels of quality and variety. Online channels have changed the way this segment shops and values the purchasing experience. Further, communication strategies augmented their importance on captivating the attention of the teenagers and young adults. Events, partnerships and betting on the digital platforms such as social networks are actions positively received by the Millennial generation.Através da análise do desafio enfrentado pelo El Corte Inglés em atrair e reter a geração Millennial, a presente tese oferece uma perspetiva geral do retalho Português sobre conteúdos de marketing como targeting, posicionamento, marketing mix, comportamento do consumidor, identidade da marca e retalho. O grupo El Corte Inglés é um dos maiores department stores do Mundo e estabeleceu-se em Portugal desde 2001. Tendo uma estratégia de renovação e constante melhoria da sua oferta comercial, onde qualidade, serviço e garantia são determinantes para o sucesso da empresa, um dos seus objetivos é atrair e reter os Millennials, considerados os clientes de amanhã. Desta forma, esta tese propõe estudar, através de pesquisa primária e secundária, como é que o El Corte Inglés pode atrair e reter este segmento de mercado e, como é a marca percecionada pelo mesmo, através da compreensão dos seus hábitos e expectativas. Os principais resultados indicaram que os Millennials associam a marca com luxo e com o conceito de premium, todavia, reconhecem que o El Corte Inglés oferece níveis superiores de qualidade e variedade. Os canais online alteraram a maneira como este segmento compra e valoriza a respetiva experiência e, as estratégias de comunicação tornaram-se mais importantes para cativar a atenção dos adolescentes e novos adultos. Eventos, parcerias e a aposta nas plataformas digitais como as redes socias, são algumas das ações que receberam uma apreciação positiva pela geração Milénio

User-Generated-Content and Millennial Moms' Birthplace Decision-Making Process

Consumer reviews and experiences on UGC platforms are interoperable decision-making sources. Revolutionized UGC communication platform has changed millennial moms' birthplace decision-making process. They are rising concerns that UGC may lead to unsafe birth practices and risk the safety of the mother and baby. This preliminary qualitative study objective focused on exploring how other birth experiences shared over the UGC platform influence millennial moms' birthplace decisions. Preliminary findings identified two themes: verification and ratification and visibility and trustworthiness. The study provides in-depth information that aids policymakers, service providers, and marketers in understanding the millennial birthplace decision-making process from the consumers' perspective.                                                                                                          Keywords: user-generated-content; decision-making process; experience; information search eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7i22.415

The Pattern of Online Purchase Behavior by Millennial Family

The issue of the millennial generation is being widely discussed around the world due to their unique characteristics compared to the previous generations. Characters of this generation of 3C: creative, confident, and connected. Buying a product, especially apparel, not only meets the needs, but it is also the pleasure of the millennial family. The unique characters of the millennial family's behavior that differs from the family in previous generations, make marketers needs to focus on the overall process of purchasing decisions made by the millennial family. The purpose of this qualitative research is to explore the patterns of behavior of the millennial family when Shopping especially apparel products, including the factors that influence their product’s awareness, search the information before buying the products, alternatives evaluation, purchase decision and post-purchase evaluation. The method of this research used exploratory approach. Data collection is done by depth interviews with four millennial families (the urban middle-class millennial) in Jakarta, Bogor, Depok and Tangerang. The result of this research indicated that millennial family is more creative and “smarter” than family in the previous generation. They seek “well” information before buying the products and millennial family more digitally to connected with others also actively and wisely giving advise and sharing products, retail store, and foods to others. &nbsp

EXPECTANCY DISCONFIRMATION THEORY ON MILLENIALS CONSUMER BEHAVIOUR IN RETAIL STORE

Millennial is a potential generation for industry, yet they are quite challenging because of their critical attitude and low brand loyalty. Recently, retail stores have noticed the consumers’ shopping journey, especially the millennial generation who pay attention to the process of their shopping journey. As a low-involvement product, this type of product is more often sought by consumers in retail stores, hence consumers more often experience the low-involvement product shopping journey compared to the high-involvement products. However, there is little literature that describes millennial consumer behaviour in low-involvement products. This study aims to analyse how millennial behaviour in the searching process and confirmation of search behaviour can affect consumer output and satisfaction during the shopping trips. This research is a cross sectional study by conducting multiple regression in hypothesis analysis. The regression results indicate that the theory of disconfirmation expectations is statistically proven to occur in searching process for low-involvement products. This study found that there is an effect of disconfirmation that felt by respondents on the output of their shopping experience.Keywords: Retail Search, Search Disconfirmation, Consumer Searching Behaviour, Millennial Generation, Millennial Searching Behaviour

Influencing Factor on Brand Switching Behaviour Between Millennial and X Generation in Mobile Phone Market

Every generation owns the particular uniqueness in expectation, experience, generational history, lifestyle, value, and demography which influenced the buying behaviour. In terms of brand loyalty, X generation is less interested to try a new brand rather than their younger colleagues. Therefore, many companies reach their multi-generation customers and try to understand in order to get the attention of its various customers. Besides, consumer behaviour is the main field and resource of CRM (Customer Relationship Management) Program, therefore, it is important to evaluate the pattern and motive behind the buying behavior each generation through its own characteristics. This research aimed at knowing the influence of product quality, price, image brand, and electronic word of mouth (EWOM) to brand switching smartphone for X and Millennial generation. The sample of this research is 100 respondents of X generation and 100 respondents of Millennial Generation whom domiciliated in Denpasar City. The techniques of collecting the sample are purposive sampling method. The method of analyzing data by using Multiple Linear Regression by testing R2, t-test, f test, and ANOVA test. By doing a hypothesis test, product quality and price have a significant positive impact to brand switch in X generation while in the Millennial generation, the factor which has a significant positive impact is the brand image. The result of t-test shows that variable of product quality, price, brand image, and who has simultaneously impact to brand switching for both generations. The result for R2 test of X generation is 55% and Millennial generation is 11 %. The result of the ANOVA test shows that there is average diversity in both generations with 0,005 significance

Is online personalisation important to millennials? A UK study in the context of personalised search engines

Online personalisation has recently become a trend across the Internet. By using consumer data and advances in technology, brands are able to provide individual users with different content across the same platform through personalisation. Despite benefits for both marketers and consumers being evident, there are growing concerns regarding the provision of personal data for this purpose. This chapter aims to explore how Millennials perceive the cost and benefits of online personalisation in the context of search engines, as well as how they interact with personalised platforms. The results of an online survey of UK consumers suggest that privacy concerns and perceived benefits especially influence Millennials’ willingness to interact with search engine personalisation in the disclosure of personal data. Privacy concerns affect willingness to disclose contact data in particular, which appears to be a cost that Millennials overall appear unwilling to forgo for greater personalisation online. However, Millennials are found to desire high levels of personalisation either side of this concern. Interestingly, a positive relationship is found between Internet expertise and the perceived value of search engine personalisation. No evidence is found to suggest control or consumer-brand relationship as significantly influential in Millennials’ perceptions of search engine personalisation