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This study aims to determine the factors that influence ethical banking behavior among millennials and Gen-Z in Malaysia.

A stratified sample of 525 millennials and Gen-Z of Malaysian banking customers was used. Extended ethical decision-making (EDM) model was tested using partial least square-structural equation model for the analysis.

The findings indicated that the engagement of millennials and Gen-Z in ethical banking is influenced by factors such as intention, judgment and awareness, which shaped both generations’ ethical banking behavior.

This study could be a central reference point and assist banking institutions in understanding the preferences of millennials and Gen-Z.

This study extends the previous EDM model that focused solely on consumer's belief systems. Three aspects differentiate this paper and contribute to its originality, namely, the uniqueness of millennials and Gen-Z behavior, incorporating new variables along with the EDM models and study in Malaysian context.

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.

Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.

The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.

This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.

By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Despite this, little scholarly research on the phenomenon has appeared. This study aims to provide exploratory evidence for how older members of Generation Z (Gen-Z), a digitally native cohort, perceive and regard brands’ use of internet memes as advertisements.

A series of six focus groups conducted with older Gen-Z undergraduates at a large Western US university yields consonant and dissonant beliefs and perspectives about this emergent and conceivably powerful advertising and marketing practice.

Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain. The importance of humor, cultural narratives and social connections as they relate to internet meme culture is inherent in these discussions.

This study joins a small body of work examining the effectiveness, viability and limitations of memetic advertising as an online advertising venture. Implications and prescriptive advice are offered.

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

This paper explores intergenerational perceptions of kindness in the context of Black Lives Matter (BLM) movement and the COVID-19 global pandemic. The purpose of this exploratory study is to investigate perceptions of kindness in the context of traumatic events and its potential value in authentic allyship in organizational environments.

Authors interviewed 65 individuals (31 self-identifying as non-racialized and 34 self-identifying as Black, Indigenous and People of Colour aka BIPOC). Participants included Generation Z (Gen Z; born between 1997–2012/5) and Generation Y (Gen Y; also referred to as Millennials, born between 1981 and 1994/6) across North American, Europe and Africa. Millennials currently represent the largest generation in the workplace and are taking on leadership roles, whereas Gen Z are emerging entrants into the workplace and new organizational actors.

The paper offers insights into how to talk about BLM in organizations, how to engage in authentic vs performative allyship and how to support BIPOC in the workplace. The study also reveals the durability of systemic racism in generations that may be otherwise considered more enlightened and progressive.

The authors expand on kindness literature and contribute theoretically and methodologically to critical race theory and intertextual analysis in race scholarship.

The study contributes to the understanding of how pro-social behaviours like kindness (with intention) can contribute to a more inclusive discourse on racism and authentic allyship.

Authors reveal the potential for kindness as a pro-social behaviour in organizational environments to inform authentic allyship praxis.

The tendency shows that more customers will bring and use their mobile devices in-store. This study proposes a further analysis of the complementary role of the mobile device in an in-store purchase providing a characterisation of those customers and analyses their usage preferences and behaviour intentions, presenting new insights concerning gender and generation preferences.

Quantitative research with customers of electronic stores was conducted based on a questionnaire applied at the store’s exit. To assess the differences between genders and among generations were used the parametric T-Test and one-way ANOVA.

The results demonstrate divergencies between generations when using mobile devices. In addition, they indicate that males have more intention to manage shopping tasks efficiently and consequently are less affected by in-store marketing stimuli and less predisposed to impulse purchases.

Although real customers participated, a convenience sample was used. The results should be compared with research on other retailer types. The customer shopping motivations and the types of mobile device usage should be further investigated since they can change the experience and the retailer’s outcomes.

Contributing to related specific research areas such as shopping behaviour and technology in retail settings by showing the usage preferences, the study also provides information for retailers, especially those needing to approach the Gen Z customers, improving the development of strategies.

This research explores further the complementary role of the mobile device in an in-store purchase. By conducting the study in a new setting, it brings new insight into a less explored, yet important sector.

This article presents our experience in implementing the assessment for learning process (AfL) to enhance the teaching–learning quality, which has faced numerous challenges impacting educational quality. The effectiveness of this technique is demonstrated through a case study conducted in a core course of chemical engineering.

The article shares insights into the systematic course design and planning processes that were discussed and developed through AfL practices. Significant emphasis is placed on implementing formative and summative student self-assessment surveys as simple yet effective methods to meet this purpose. Quantitative data were collected and analyzed over three consecutive academic years (2020–2022) using various statistical parameters such as percentage, interquartile range and the program’s numerical goal (%G).

The AfL process via formative and summative surveys could significantly and effectively improve teaching–learning quality. These findings assist educators in identifying appropriate teaching methods and recognizing areas of weakness and strength, thereby facilitating continuous improvement in the teaching–learning quality. Validation methods, including quizzes and numerical grades, were employed to practically verify the outcome obtained from the questionnaires.

The AfL techniques demonstrated in this study can be directly implemented or adapted for various educational fields to enhance the teaching–learning quality.

The practical implementation of AfL in an engineering context has hardly been reported, particularly in chemical engineering. This work represents the practical implementation of AfL to enhance engineering field education.

This paper aims to provide readers with a comprehensive overview of the current state of the millennial literature, highlighting the significance and challenges of millennial professionals, their reported high turnover and the various recommendations designed to engage and retain them.

An integrated review approach was applied to synthesise contemporary peer-reviewed articles, supplemented by legacy and grey literature and relevant book chapters, to comprehensively explore and construct a cohesive overview of the current research on the millennial workforce.

Within the wealth of available information, examining the various studies on millennial turnover reveals diverse theories, evidence and opportunities for advancement, underscoring the necessity for more robust empirical studies. The investigation identified three overarching retention strategy themes: (1) intergenerational conflict management, (2) workplace adaptations and (3) solutions rooted in a protean career orientation. In alignment with protean career concepts, coaching shows promise as an underexplored option.

This article holds practical significance by offering researchers a comprehensive and cohesive overview of the millennial literature. Additionally, it gives organisations a novel perspective on the crucial role coaching can play in engaging and retaining millennial employees.

The increased focus on retaining millennial workers in recent decades has spurred a proliferation of articles and books on this subject. However, this body of research remains fragmented, lacking an overview that provides a clear picture of its current state. This review aims to bridge this gap.

The learning outcomes of this case study are to understand the business-to-business (B2B) consumer outlook on mental health care in emerging markets; analyse the challenges faced in creating a need for mental health care in Indian workplaces; explore the business attractiveness of the B2B model and understand the business potential of the B2B segment at heyy,; and contemplate different innovative strategies that could change consumer mindset on mental health care in emerging markets.

Ankit, the founder and CEO of heyy, was facing a conundrum. “heyy,” was built on normalizing mental well-being at workplaces. His mental health-care app heyy, had crossed 50,000 subscribers within a few months of launch. The mobile app was designed to spread mental health awareness and provide various levels of mental well-being interventions. Business-to-consumer and B2B customer segmentation had been targeted by this start-up. The B2B space consisted of employees working with partner organizations. The adoption rates of employees using the features of heyy, declined after the initial app download. The employees had yet to fully become acclimatized to the features of heyy,. Exploring the business potential and investigating the business attractiveness of the B2B segment were the focus of the present study. Ankit contemplated various strategies he could adopt to increase user adoption of “heyy,” services by employees in his partner organizations. The case study strives to address the question – “What are the risks faced by organizations when entering the mental health-care industry in emerging markets like India, where mental health care is still not openly discussed?”

This case study is designed to be taught as part of the “entrepreneurship development” and “strategic management” courses for undergraduates, postgraduates and students of executive programmes in management. Students need to be aware of basic strategic management concepts such as BCG matrix, SWOT analysis and business canvas before working on this case study, so they could dissect the case from multiple perspectives to get a comprehensive outlook on the case.

Teaching notes are available for educators only.

CSS 11: Strategy.