Search Results (11)

Generative Artificial Intelligence (GAI) has become a topic of increasing societal and academic relevance, with its rapid diffusion reshaping public debate, policymaking, and scholarly inquiry across diverse disciplines. Building on this context, the present study explores the factors influencing GAI adoption among Spanish digital natives (Millennials and Zoomers), using data from a large national survey of 1533 participants (average age = 33.51 years). The theoretical foundation of this research is the Theory of Planned Behavior (TPB). Accordingly, the study examines how perceived usefulness (USEFUL), innovativeness (INNOV), privacy concerns (PRI), knowledge (KNOWL), perceived social performance (SPER), and perceived need for regulation (NREG), along with gender (FEM) and generational identity (GENZ), influence the frequency of GAI use. A mixed-methods design combines ordered logistic regression to assess average effects and fuzzy set qualitative comparative analysis (fsQCA) to uncover multiple causal paths. The results show that USEFUL, INNOV, KNOWL, and GENZ positively influence GAI use, whereas NREG discourages it. PRI and SPER show no statistically significant differences. The fsQCA reveals 17 configurations leading to GAI use and eight to non-use, confirming an asymmetric pattern in which all variables, including PRI, SPER, and FEM, are relevant in specific combinations. These insights highlight the multifaceted nature of GAI adoption and suggest tailored educational, communication, and policy strategies to promote responsible and inclusive use. Full article

This article presents the results of a study conducted in the area of qualitative social research in relation to the interpretative paradigm, as well as a review of research concerning the specificity and characteristics of the functioning of representatives of Generation Z (Zoomers, GenZ) and Generation Alpha. The aim of the present research was to assess the opinions of university teachers regarding the functioning of the iGen generation and the challenges of educating students representing Generation Z. In this research, a focus interview method was used. Interviews were conducted over a period of 6 months, with a total research sample [N = 150] of university teachers. Sociological, pedagogical and psychological analyses indicate different functioning of the young iGen generation in the context of social relations, learning and communication processes in relation to previous generations. These differences affect the educational process—the transmission of knowledge and the relationship of teachers with students. An analysis of the research results allowed for the proposal of exemplary educational solutions such as the competence-based education (CBE) model, as well as problem- and project-oriented learning (PBL) methods. The conclusions led to the design of practical guidelines that could be implemented in the process of educating students and, at the same time, preparing young people for the changing needs of the labour market. Full article

Background/Objectives: Developing nutrition-oriented and more responsible consumer behaviors is crucial for the well-being of current and future generations. Food choice determinants and concerns of Gen Zs—also referred to as Post-Millennials, or Zoomers—were explored from a sustainable food system perspective to identify factors encouraging young people to be on the front line of this much-needed transformation. Methods: Quantitative data were collected with the use of the CAWI method from 650 adults representing Generation Z living in Polish cities. Statistical analysis identified three consumer segments, and cluster (CL) means were statistically contrasted using a one-way ANOVA with Scheffé tests for post hoc comparisons. Results: The research results indicate that the key considerations of food choice in the studied Gen Z sample are taste, price, and health. External factors, such as social media influencers and consumer trends, play a relatively minor role in decision-making. Gen Zs were more aware of the link between their eating patterns and health than the link between their eating habits and the natural environment. Members of the biggest cluster (CL3), constituting 48.3% of the total sample, declared the highest level of agreement with statements referring to links between diet, environment, and health from the food system perspective. This most allo-centered (community-oriented, altruistic) consumer segment, differing significantly with gender to other CLs was more concerned about climate change and protecting the natural environment and open to changing its dietary habits. Conclusions: Implementing research-based policy measures focusing on Generation Z, especially young women, as potential leaders and drivers of food system change is recommended. Full article

In this research article, budding journalists’ views and attitudes toward a prototype radio lesson that was designed and implemented utilizing advanced technologies are explored. These budding journalists hail from Greece, were studying in higher education or adult education at the time of the survey, and belong to one of the three youngest generational cohorts within adults (i.e., 18 years old and older); Generation X where their members are now known as Xers, Generation Y where their members are already known as Millennials, and Generation Z where their members are also known as Zoomers—XYZ Generations. The survey’s research data were collected after six interactive teachings from and through advanced technologies, via a specially designed written questionnaire, as case study experiments that applied qualitative action research with quasi-experiments. Analysis, descriptive, and inductive statistics were then applied to them from and through Internet applications and services. This is essentially empirical qualitative research that incorporates the approach of the quantitative analysis process. The resulting survey findings and results mainly contribute to the quality of higher education and adult education, especially in the field of media studies. Likewise, they align with or confirm previous contemporary empirical studies and research papers on the genealogical characteristics, habits, and ethos of the XYZ Generations, and particularly regarding the similarities among Xers and Zoomers, as well as that Generation Z can also be characterized as a “Sound Generation”. An important conclusion of this research article is that the success of a lesson or even a lecture seems to depend (a) on the good design and/or development of the lesson plan itself, as well as (b) on the communication classroom where the educational praxis takes place. Finally, these survey findings and results are also considered encouraging and could be utilized (a) for any audiovisual-supported teaching–learning procedure for adult learners; (b) across various educational levels and disciplines; or even (c) for members other generational cohorts. Full article

Young people are concerned about climate change. Their activism has attracted the attention of the media and politicians. Some of them are entering the market as consumers for the first time and can express their preferences without parental guidance: they are the Zoomers. Do these new consumers have enough knowledge about sustainability to be able to make choices in line with their concerns? Are they able to push the market towards change? A sample of 537 young Zoomer consumers were interviewed face-to-face in the Metropolitan Area of Buenos Aires. They were asked to indicate their level of concern for the planet and the first word they associated with sustainability, to rank in order of importance sustainability-related concepts and to indicate their willingness to buy sustainable products. The results of this study underline a high concern for the health of the planet (87.9%) and for unsustainable production methods (88.8%). However, the respondents perceived sustainability as consisting of a single main pillar, the environmental dimension (with 47% of the terms referring to sustainability), and two accessory pillars, the social (10.7%) and economic (5.2%) dimensions of sustainability. Respondents also showed a high interest in products obtained through sustainable agriculture, with a high percentage of them willing to pay for these products (74.1%). However, a substantial correlation was found between the ability to comprehend the notion of sustainability and the determination to purchase sustainable items, and vice versa, between those who reported difficulty comprehending the concept and their determination not to purchase these products. Zoomers believe that the market must support sustainable agriculture through consumer choices without paying a premium price. Clarifying the concept of sustainability, enhancing knowledge and assisting consumers in identifying sustainable products, as well as marketing them at reasonable prices, are essential actions for fostering a more ethical agricultural system. Full article

A brand can get close to its audience by engaging and delivering integrated healthy and sustainable communication experiences from and through the Internet and social media. A de novo approach of branded content consumption in relation to generations and generational cohorts is highlighted through a literature review in the present article. The latest three adult generational cohorts (18 years old and older) (i.e., Generation X, Generation Y and Generation Z) are outlined under the lenses of digital technological socio-cultural culture, the media environment, and the audiovisual industry. In this framework, an audiovisual-supported case study of the Greek chocolate “LACTA” which is a characteristic and typical paradigm of re-approaching the brand, (a) through branded content from and through the Internet and social media; as well as (b) through generations is presented. The ultimate research purpose of this article is to spotlight the role of communication in sustainable development to reach a better and more sustainable future through multi-generational marketing. Therefore, historical elements through a rich bibliographic literature as a source of further study regarding the Internet, social media, and the last three generational cohorts with adults are provided. Moreover, since not all generational cohorts are alike, it also grants useful insights for the prospective role of public relations and advertising as well as modern marketing communication through the aforementioned brand case study for healthy, robust and sustainable communication. Full article

Eradication of malaria, a mosquito-borne parasitic disease that hijacks human red blood cells, is a global priority. Microscopy remains the gold standard hallmark for diagnosis and estimation of parasitemia for malaria, to date. However, this approach is time-consuming and requires much expertise especially in malaria-endemic countries or in areas with low-density malaria infection. Thus, there is a need for accurate malaria diagnosis/parasitemia estimation with standardized, fast, and more reliable methods. To this end, we performed a proof-of-concept study using the automated imaging (NanoZoomer) platform to detect the malarial parasite in infected blood. The approach can be used as a steppingstone for malaria diagnosis and parasitemia estimation. Additionally, we created an algorithm (ParasiteMacro) compatible with free online imaging software (ImageJ) that can be used with low magnification objectives (e.g., 5×, 10×, and 20×) both in the NanoZoomer and routine microscope. The novel approach to estimate malarial parasitemia based on modern technologies compared to manual light microscopy demonstrated 100% sensitivity, 87% specificity, a 100% negative predictive value (NPV) and a 93% positive predictive value (PPV). The manual and automated malaria counts showed a good Pearson correlation for low- (R² = 0.9377, r = 0.9683 and p < 0.0001) as well as high- parasitemia (R² = 0.8170, r = 0.9044 and p < 0.0001) with low estimation errors. Our robust strategy that identifies and quantifies malaria can play a pivotal role in disease control strategies. Full article

Background: In this paper, we examine how social media influencers can influence visit intention, especially in the case of Raffi Ahmad and Nagita Slavina, a top influencer who by 2 September 2021 had reached 21.3 M subscribers on YouTube and 54.9 m followers on Instagram with an engagement rate of 0.42%. The focus of this study is Generation Y or Millennials (born 1981–1996) and Generation Z (born 1997–2012). Design/methodology/approach: Snowball sampling was performed to arrive at a representative group of Millennials. Data analysis was performed using hierarchical likelihood via structural equation modeling. Findings: The study results are helpful for a comprehensive understanding of factors affecting visit intention. Effects of the study results summary, tourists from Generations Y and Z are thriving within the internet of things and the digital age, an era in which information can be accessed via various forms of technology across multiple platforms. Practical implications: We discuss and identify the relative importance of each factor through the use of logistics with variational approximation and structural equation models using hierarchical likelihood. Originality: The technique we use is an integrated and extended version of the structural equation model with hierarchical likelihood estimation and features selection using logistics variational approximation. Full article

The cryptocurrency market is very young, volatile, and highly risky. By the end of 2020, a new bull run started, and the prices of several cryptocurrencies reached record-breaking highs. The factors affecting this rise of cryptocurrencies include the impacts of the COVID-19 pandemic, the economic crisis and the global increase in the inflation rate, as well as the gradual acceptance and adoption of cryptocurrencies by people worldwide. This exploratory research is focused on this last factor, i.e., using cryptocurrency and with it, the associated support of its ecosystem (e.g., mining, staking). A survey was carried out investigating the motivational factors and barriers to investment in cryptocurrency for Czech representatives of Generations Y and Z (18–42 years; n = 468). The geographic scope was nationwide, and quota sampling was used. Notably, this survey was carried out prior to the global COVID-19 pandemic outbreak, and it is thus not affected by the pandemic and its related economic impacts. The article investigates the dependency between the individual motivational factors and barriers from the perspective of the tendency to take risks (using the risk propensity scale), according to gender and representation of Generations Y and Z. The lack of information on this form of investment is considered as the main barrier to investment in cryptocurrency, with respect to sex and generations. Compared to that, a negative experience with investment in cryptocurrency constitutes the most minor barrier. Respondents that have a tendency to take risks are mostly put off by their lack of experience with investment in general. The main motivational factor for investment in cryptocurrency, with respect to sex and generations, is considered to be the speed of increase in cryptocurrency value. On the other hand, the least encouraging factor is the opportunity to use the high volatility of cryptocurrency for speculative trading. Interestingly, this factor mostly encourages respondents that do not have a tendency to take risks. The findings are discussed, along with the presentation of their implications for practice and the directions of further explanatory research. Full article

Is the Food System prepared for 2030? Considering that Zoomers (Generation Z) will be the largest global cohort in the world at that time, the purpose of the study is to identify what can be learned now from their eating habits to diversify and create a more resilient Food System prepared for the future. Researchers have discovered that the Food System should encourage sustainable and healthier food production by empowering a resilient local production. These changes are aligned with Zoomer preferences for local and organic food, considering their moral, ethical, and economic implications. To gather data, a quantitative investigation was performed among university students from Romania using an online survey in which 343 responses were recorded. A direct logistic regression was performed, similar to the one presented by Wilson and Lorenz (2015), to assess the impact of factors on the changing eating habits of Zoomers. The results showed significant changes in the diet of Zoomers who are facing an increased internationalization of the food consumption; they seek convenience but are also more eager to consume healthy food. For a more resilient Food System, special importance should be given to these preferences, through local and organic production, improving delivery methods, and enhancing the food experience in a responsible and ethical manner in order to prepare it for the next majoritarian cohort. These findings can be further developed by adapting the current Food System to emerging food eating habits and also by addressing how Zoomers’ food choices can improve the environmental impact of the Food System. Full article

This paper is based on an analysis of representations of seniors in the media. In particular, we examine images of the bodies of seniors in the advertising campaigns promoting a product called Geezerade sold in Circle K convenience stores in the Atlantic provinces of Canada in the summer of 2011. We contrast these with images of seniors in the Canadian magazine Zoomer, formally CARP magazine, a magazine published by the Canadian Association of Retired People, a seniors advocacy organization. Following Goffman’s arguments in his seminal presidential address to the American Sociological Association, “the Interaction Order”, we take the position in this analysis that the body does not determine social practices but none-the-less the body is the sign vesicle that enables interaction. Concomitant however, while the images of bodies we see in the media do not determine the signs given and given off via bodily presentation, they none-the-less provide us with the categories by which we interpret those signs. We conclude that the images in the Geezerade campaign and Zoomer magazine represent a binary model of images of seniors that reflects ageist and classist assumptions about the bodies of seniors. Such a model limits the categories through which we understand the aging body and fails to account for the diversity of seniors’ bodies in society. Full article