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The impact of Social Media Influencer’s (SMI) on the buying decisions of Generation Y

Chowdhury, Ruhi Farzana ; Miller, Caroline (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 53.

This research aims to analyse how social media influencers on Instagram influence the purchasing decision of Millennial consumers in the luxury watch industry in Swiss Romandie. The first part of this project discusses different elements surrounding influencer marketing and Millennial’s online buying behaviour. The second part investigates Millennials’ presence on social media and their...

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The millennial generation reshaping the workplace : what changes are needed for organizations to attract and retain employees ?

Mauricio, Inès Pereira ; Miller, Caroline (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2017 ; TDIBM 16.

This report aims to measure how different is the Millennial generation from the Western world from their predecessors and identify ways in which firms should adapt in order to attract and retain these new talents. These recommendations will not only take into account generational aspects of this challenge, but also the overall environment and the different forces shaping the future of work. Two...

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