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The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.

An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.

Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.

This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.

This study provides input for marketing practitioners to create better focused and more effective campaigns.

Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

This study investigates an approach to book metrics for research evaluation that takes into account the complexity of scholarly monographs. This approach is based on work sets – unique scholarly works and their within-work related bibliographic entities – for scholarly monographs in national databases for research output.

This study examines bibliographic records on scholarly monographs acquired from four European databases (VABB in Flanders, Belgium; CROSBI in Croatia; CRISTIN in Norway; COBISS in Slovenia). Following a data enrichment process using metadata from OCLC WorldCat and Amazon Goodreads, the authors identify work sets and the corresponding ISBNs. Next, on the basis of the number of ISBNs per work set and the presence in WorldCat, they design a typology of scholarly monographs: Globally visible single-expression works, Globally visible multi-expression works, Miscellaneous and Globally invisible works.

The findings show that the concept “work set” and the proposed typology can aid the identification of influential scholarly monographs in the social sciences and humanities (i.e. the Globally visible multi-expression works).

In light of the findings, the authors outline requirements for the bibliographic control of scholarly monographs in national databases for research output that facilitate the use of the approach proposed here.

The authors use insights from library and information science (LIS) to construct complexity-sensitive book metrics. In doing so, the authors, on the one hand, propose a solution to a problem in research evaluation and, on the other hand, bring to attention the need for a dialogue between LIS and neighbouring communities that work with bibliographic data.