Millennial Group Research Articles

Divide among the Millennial Generation: Historical and Empirical Justifications. (Part two)

In this concluding part of the paper, we continue an empirical analysis based on dividing the generation of millennials into two age cohorts. Special attention is drawn to a group of millennials designated as “3S” (“smartphones”, “social media”, “decline of the economy”). This younger generation began entering the period of adulthood since the year 2008, which has been marked by a continuous economic recession and broad dissemination of the technologies and digital consumer services. Data were collected from the annual Russian Longitudinal Monitoring Survey (RLMS–HSE) in 1994–2018. The results obtained show a divide in the millennial generation measured by a multiplicity of social indicators along with the preservation of many inter-generational differences. In the second part of the paper, we show that the younger generation of “3S” millennials demonstrates a decline in alcohol consumption and smoking, while being more involved in sports. “3S” millennials watch TV less frequently and are more engaged in reading and cultural activities. They reveal lower religious affiliations and are more optimistic in regards to their material status and life prospects. Many intra- and intergenerational differences are significant and robust over the time of observation when controlling for age and other standard variables. In conclusion, four types of inter-relations between intra- and intergenerational differences are delineated.

THE LEGAL PROTECTION OF ATYPICAL WORKERS IN INDUSTRY 4.0

The Industry 4.0 or the Fourth Industrial Revolution has provided a paradigm shift towards the way of work. The emergence of millennial groups that avoid attachment, give birth to a new working relationship called atypical work. This type of employment relationship means that the employment relationship between the employer and the worker without the existence of a long-term work contract, the provision of additional facilities, salaries and pensions, or other benefits that are usually obtained by typical workers. The atypical worker relationship is outside the context of the employment relationship as referred to in Law No.13 of 2003 on Employment. This study discussed about 1) What is the position of employers and workers in atypical work relations? 2) What is the legal protection for atypical workers in the Industry 4.0 in the future? This research is a normative legal research that examines the void of norms regarding legal protection of atypical workers. The legal material in this study consists of primary and secondary legal materials. The legal materials are collected through literature study. The problem analysis is done qualitatively. The position of employers and workers in atypical work relations is equivalent based on agreements made between the parties. This condition requires a high literacy of rights and obligations in the employment field. The legal protection for atypical workers in the Industry 4.0 in the future is to provide economic, social and technical protection to the workforce.

PERCEPTION OF MILLENIAL GROUP BUSINESS CONDUCTORS ON HALAL TOURISM IMPLEMENTATION IN LOMBOK ISLAND

The tourism industry on the island of Lombok has experienced rapid development and made Halal tourism a leading sector. This study aims to examine the perceptions of tourism business actors from the millennial group in implementing the concept of Halal tourism on the island of Lombok. This study uses a qualitative descriptive phenomenology approach. The data were obtained through observation and in-depth interviews from Muslim tourism businesses which were determined by snowball sampling. The results show that millennial business actors in the tourism sector have good perceptions and positive attitudes towards the implementation of the Halal tourism concept on the island of Lombok. Limited knowledge and understanding regarding Halal indicators and standards is not a big obstacle to applying Halal principles because it is the culture and culture of the people of Lombok.Keywords:Halal Tourism Implementation, Perception, Muslim Millennial Groups, Lombok

Does Entrepreneurial Leadership Matter for Micro-Enterprise Development?: Lesson from West Java in Indonesia

This research investigates the role of entrepreneurial leadership in micro-enterprise development in the district of Majalengka in West Java, Indonesia. This study applied a qualitative content analysis method to understand the phenomenon of micro-enterprises comprehensively. The data of this research was collected using surveys, interviews, and a group discussion. The findings indicated that technological information adaptation plays a crucial role in the development of micro-enterprise development. Since the group of millennials dominated the leadership, it has provided more creativity by implementing technological information instead of the previous generation that faced difficulties in adopting the technology. This study noted that inadequate technology adaptation makes micro-business gradually lose customers, and the business was threatened to close. Meanwhile, the role of leadership drives the business development, sales have risen, the number of products has been increasingly diverse, and business capital and number of employees have grown. The establishment of an entrepreneur group could facilitate peer-to-peer contact, knowledge transfer, training, and intervention to enhance leadership and business development. This finding pointed out that the leadership will successfully influence business development when supported by several characteristics such as manage the business, capture opportunities, confidence, firmness, personal integrity, communication, and social and technical expertise.

A Novel Approach towards Early Detection of Obliteration in Lumbar Lordosis.

The millennial age group (18 to 30 years) spend at least 6 hours sitting, either in college or at their workspace. High screen time as a routine, is the major cause for numerous spinal problems. Despite the wide research carried out on postural abnormalities, there exists numerous unrequited queries with regards to lumbar lordosis estimations, due to indeterminate parameters such as age, gender, lifestyle and diet. This work emphasizes the proficient method by observing the posture of a person for early detection of obliteration in Lumbar Lordosis. This further contributes to efficient diagnosis and treatment of spine ailments. With a novel approach to hardware using the myRIO hardware coupled with LabVIEW for interactive interface, the calibration is enhanced using machine learning (ML) - kNN Classifier. The use of machine learning accounts for the variations in the ideal angles of segmented sagittal measures with respect to different subjects. The device is developed to be a non-invasive, user friendly instrument to analyse the casual seated posture trends of the subject. The male subjects are expected to show the tilt angles in the range of -16.3 to -17.2 degrees and similar threshold for females are -15.8 to -16.8 degrees. Out of 120 subjects taken into consideration, the device could accurately classify subjects with obliterated or normal lumbar lordosis). An accuracy and f1- score of 94% and 90% respectively was achieved by the ML model.

How Convenience, Price, Store Layout and Technology Influence Buying Behaviour of Different Millennial Groups in the Convenience Store in Vietnam

It is undeniable that convenience stores have expanded rapidly in the Vietnam retail market in recent years [1]. Convenience store chains such as Circle K, 7-Eleven, VinMart and B's Mart have been popular grocery shopping destinations for shoppers in Vietnam due to the busy modern life and the restricted time for shopping. Noticeably, Millennials with the tremendous spending power have become an important shopper group of the convenience store. This research goes to find out the Millennials' buying behaviour and the influential levels of factors including convenience, store layout, price and technology on different Millennial groups in this market.

Decent work and healthy employment: a qualitative case study about Colombian millennials

PurposeThe purpose of this article is to show how a group of Colombian millennials perceive different aspects of working life and how their ideas about job satisfaction, professional expectations and levels of autonomy are related to contemporary demands about inclusion, diversity, equity, autonomy and control.Design/methodology/approachWith this objective, 167 semi-structured interviews were conducted with millennials who work at 10 Colombian companies from the manufacturing and service sectors, located in the five main cities of the country. With a qualitative approach, in the interviews, the research team used a strategy inspired by the technique of generating visual structures associated with grounded theory.FindingsIt is concluded that new generations of Colombian workers know of the importance of rewards and autonomy in work and are more critical and less passive in the face of unhealthy working conditions. At the same time, their conduct and speeches are the consequence of the characteristics of the Colombian labour market. The document responds to the need to deepen the debates on welfare and happiness in organizations and to include the demands of millennials in the reflective and political horizon of the ideas of healthy employment and decent work. In practice, this article seeks to demystify ideas about millennials in Colombia and critically contribute to reflection on intergenerational relations in organizations and salary and welfare models. As a Latin American case, it is an original contribution that avoids the common places and the frivolity with which the insertion of the new generations into the working world has been analysed.Practical implicationsIn practice, this paper seeks to demystify ideas about millennials in Colombia and critically contribute to reflection on intergenerational relations in organizations and salary and welfare models.Originality/valueAs a Latin American case, it is an original contribution that avoids the common places and the frivolity with which the insertion of the new generations into the working world has been analysed.

Italian millennials' preferences for wine: an exploratory study

PurposeThis paper aims to investigate the wine consumption among young people belonging to the so-called millennial generationDesign/methodology/approachThis study uses a questionnaire and a choice experiment (CE) with a multinomial logit model (MNL), implementing a random parameter logit model (RPL), to investigate the attitudes of millennials towards wine consumption, their purchasing behaviours and their willingness to pay for attributes of the products; in particular regarding the follwing: region of origin, “winescape”, certification, carbon footprint claim and price.FindingsMillennials appear to drink wine less frequently; they consume it more often in social on-premise settings, having a slightly higher willingness to pay and preferring carbon-neutral brands when choosing wine.Research limitations/implicationsThe limitation of this research was the analysis of a simulated situation where consumers declared their intention to purchase and not the effective purchase behaviour in the market.Further research should investigate wider millennials groups, also using the new media communication tools that characterise the communication behaviour of Generation Y. In this way, it would be possible to interview a millennial group at the national or international level.Practical implicationsThe research identifies some characteristics of millennials’ habits that can take into account the strategies of wine companies in order to develop a constructive relationship with Generation Y in Italy.Social implicationsThis research contributes to knowledge regarding the wine consumption habits of Italian millennials.Originality/valueThis paper applies discrete choice models to consumption situations in order to analyse millennials' preference and their willingness to pay for some innovative attributes of wine, in particular the carbon footprint.

The Economic Impact of Man-Made Tourism Development Towards Local Community in Kota Batu East Java (Case Study: Pasar Parkiran Jatim Park I)

Recently, Tourism becomes a great demand by all people including the millennial group. It makes stakeholders of tourism industries should provide and accommodate the demand of the millennial. The millennial people are close to challenges, technologies, digitals, and something that has excitement. One of tourism concepts which is suitable and highly demand is man-made tourism such as theme park, amusement park, etc. This study aims to identify and analyze the tourism impact that emerges with the existence of man-made tourism activities, because those tourism activities are closely to capitalist monopoly and industrialization. The approach of this research was quantitative method by distributing questionnaires to the tourists who spent their expenditure and local host who received income from the tourism activities. This research was conducted at the Pasar Parkiran tourism destination in Kota Batu East Java which is managed by Jatim Park I. The results of this study explain that the value of Keynesian Income Multiplier (KIM) effect is 0.93. The result shows that tourism activities give positive impact to local host due to the value close to 1.00. The research explains that negative image of mass tourism activities that is monopolized by the company is not totally true, while tourism is managed by the company involving the community as the partner will have a positive impact on both sides.
 Keywords: Mass Tourism, Man-made Tourism, Tourism Economic Impact, Batu City Tourism Development, Pasar Parkiran.

Leadership and Management Styles: Disparities among Generational Nurses

This paper aimed to determine the characteristic differences among the generational nurses of Northern Mindanao Medical Center, their leadership and management styles and the subsequent effects of both on the job satisfaction of the team members in their respective area. This study was anchored on the leadership theory by Vroom and Yetton’s normative leadership (1964) and Weber’s Theory of Bureaucracy and Authority. The study employed the descriptive correlational research design. Purposive sampling was utilized to get the participants. Survey questionnaire was used to gather data. Frequency and percentages, mean, Pearson R Moment of Correlation were utilized for establishing relationship between the independent and dependent variables. Although management and leadership are important for the delivery of good health services. The two are similar in some respects, but they may involve different types of outlook, skills, and behaviors. It is therefore conclude that the leadership and management style of the generational nurses have no difference even though that most number of nurse leaders belong to the millennial group. It is also visible in the profile that mostly had continued their master degree courses. Continuous education and learning provide practical learning and examples of how others handle situations you will likely face. Structured academic courses, integrate the most common form of management training. Keywords : Generational Nurses, leadership, management style

Decent Work and Healthy Employment: A Qualitative Case Study About Colombian Millennials

The purpose of this paper is to show how a group of Colombian millennials perceive different aspects of working life and how their ideas about job satisfaction, professional expectations, and levels of autonomy are related to contemporary demands about inclusion, diversity, equity, autonomy, and control. With this objective, 167 semi-structured interviews were conducted with millennials who work at 10 Colombian companies from the manufacturing and service sectors, located in the 5 main cities of the country. With a qualitative approach in the interviews, the research team used a strategy inspired by the technique of generating visual structures associated with grounded theory. It is concluded that new generations of Colombian workers know of the importance of rewards and autonomy in work and are more critical and less passive in the face of unhealthy working conditions. At the same time, their conduct and speeches are the consequence of the characteristics of the Colombian labour market. The document responds to the need to deepen the debates on welfare and happiness in organizations and to include the demands of millennials in the reflective and political horizon of the ideas of healthy employment and decent work. In practice, this article seeks to demystify ideas about millennials in Colombia and critically contribute to reflection on intergenerational relations in organizations and salary and welfare models. As a Latin American case, it is an original contribution that avoids the common places and the frivolity with which the insertion of the new generations into the working world has been analysed.

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

The Effect of Online Consumer Comments Among Millennial

Indonesia as one of the countries in the world with internet users reaching 82 million people or around 30% of Indonesia's population, is currently entering the era of e-commerce. Conventional shopping culture is shifting to online shopping. Although Indonesian internet users have not all done online shopping (only 29% of people or 26.3 million of the total who have an internet connection, a Mars 2016 survey source), the e-commerce market potential is still very large. This was followed up by the increasing proliferation of e-commerce companies in the business world, both in large and small scale businesses. Millennial groups are increasingly recognized for their influence in the evolution of social media. Millennials are undeniably the biggest part of society who are familiar with digital devices such as cellphones and computers. Social researchers often classify generations born between the 1980s and 2000s as millennials. So it can be said that the millennial generation is the young generation today who are currently in the range of 15-34 years. In America millennials, 97% have computers, 94 have cell phones, and websites as news sources (Marketing Breakthrough Incorp., 2008). In Indonesia, studies and studies on millennial generation have not been done much, even though the total population of Indonesians aged between 15-34 years is currently very large, namely 34.45%. Millennia generation was researched because based on the Mars survey also mentioned that the largest online consumer in Indonesia aged 22-29 years. Therefore, millennials are undeniably the most important market of many products and services. Research evidence shows that millennial groups in finding information related to purchases refer to their friends and this information seeking behavior is facilitated by digital connections. Therefore the aim of this research is to gain a deeper understanding of millennial communication behavior towards purchases and their relationship to online consumer comments.

LEADERSHIP, CONTRIBUTION, LANGUAGE AND SHARED CONTENT AS METRICS IN MALAYSIAN MILLENNIALS’ DECISION MAKING

Millennials have purchasing power second only to ‘baby boomers’. This generation grew up in a time of immense and fast-paced technological change. The study aims to investigate how this particular group of consumers made the decision based on their influencers, share content and common language in a virtually connected environment. A positivist paradigm to amass data from different business undergraduates who are familiar with the various social media and online purchases were used. Results revealed positive correlations between the constructs in and also indicated that ‘factors in communicating’, ‘Influencers recommendations’, ‘opinion leaders advice’, and ‘agreements with reference partner’ were statistically significant, making a unique contribution of prediction to the decision-making process. The limitations apply to a country-specific context, small sample size and a specific type of respondent. Studies in other contexts and with different respondents may yield different results. Whilst the study has confirmed and reinforced the importance of social media as a potent force in communication to and within Millennial groups, the study has highlighted that ‘collective intelligence’ in the purchase decision-making process has emerged as a result of the coalescing of social media with other complex individual factors like methods of advice and agreement with opinion leaders.

DETERMINANT FACTORS OF INDONESIAN MILLENNIALS’ REVISIT INTENTION: A CASE OF LABUAN BAJO

In an effort to increase the number of foreign tourists to Indonesia, the government has set Labuan Bajo as one of the four priority tourist destinations, in addition to Lake Toba, Borobudur and Mandalika. Of the four priority areas, Labuan Bajo is the region with the least number of tourist visits, even though Labuan Bajo has its own uniqueness with its Komodo (giant lizard). Therefore a study of the determinants of revisit to Labuan Bajo, especially for millennial groups, is needed. The main purpose of this study is to determine the determinants factors of the revisit intention of the Indonesian millenials to Labuan Bajo. This research is a quantitative study by interviewing 155 respondents of millennial visitors to Labuan Bajo, who were selected by snowball sampling. The research data was processed and analyzed using the SEM (Stuctural Equation Model) model. The results of the study show that new experiences, new knowledge (push factors), historical values, local values and travelling values (pull factors) influence the destination satisfaction. Furthermore, the destination satisfaction affected the revisit intention to Labuan Bajo.<br />Keywords: push factors, pull factors, tourist satisfaction, revisit intention, Labuan Bajo

Cosmetics purchase behavior of educated millennial Muslim females

PurposeThe purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents.Design/methodology/approachThis study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives.FindingsThe study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand.Research limitations/implicationsMillennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies.Practical implicationsCosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products.Originality/valueThis study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

Goal-setting Theory (Gst) and Gamification Relationship in Increasing Mobile Fitness Apps Engagement: A Conceptual Discussion

Purpose- The main purpose of this paper is to propose a research model conceptual through the extension study of goal-setting theory (GST) and gamification on mobile fitness app user engagement among Malaysian millennial group. This paper is discussed the justification of goal-setting theory (GST) and gamification in supporting engagement relationships.
 Methodology- This paper proposed a quantitative method in determine the relationship between independent and dependent variables of engagement behavior. It also used a cross-sectional design because the data will be collected in a short period of time.
 Findings- The finding of this paper is expected to support the justification of goal-setting theory (GST) and gamification in explaining the user engagement relationship. It also enriches the knowledge of goal-setting theory (GST) and gamification in body of literature.
 Practical Implication- A further studies should be given to the goal-setting theory (GST) and gamification in order to enhance the user engagement on mobile fitness app especially for Malaysian Millennial Group.
 Social Implication- By studying goal-setting theory (GST) and gamification in mobile fitness app engagement context, it will promote a healthy and fitness lifestyle among Malaysian millennial group that also can contribute to healthy lifestyles practice in social community.

Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

Purpose This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions. Design/methodology/approach The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis. Findings The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands. Research limitations/implications Further research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables. Originality/value This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.

Offline: The possible effects of Internet-related behavior on work values, expectations, & behavior among Ultra-Orthodox millennials

ABSTRACTThis work examines differences in the work-related values, expectations, and behaviors between millennials who are significant users of technology and social media, and those who are not. We delineate the development of millennial behavior using a unique group of millennials, those in the Ultra-Orthodox Jewish (known as “Haredi”) community in Israel. Due to religious and community norms, many Haredi millennials were shielded from digital technology, and particularly the Internet and the various technologies associated with it, such as text messaging and social media. Those who were raised and remained in Haredi communities did not encounter the Internet with any regularity as children. Many as adults are still unfamiliar with social media. Thus, this community presents a unique natural experiment, comparing Haredi millennials who are immersed in social media with those who are not.

The human aspects of compliance

This paper aims to provide and defend a view on the importance of carefully considering a company’s corporate culture when creating a compliance programme. The paper provides insights on statistical data of the current and future workforce composition. It analyses organisational studies and academic research which categorise the general characteristics of the ever-growing Millennial group. It identifies the elements that these employees look for in companies, helping corporations face the talent war that is currently being observed in markets across the world. The reader can expect to obtain practical tools, advice and best practices on how to analyse the corporate culture of its company and how it should drive/impact their compliance framework. It also gives practical tips on how to create an effective compliance programme that addresses the growing population of Millennials in their work force.