Academic Research on Generation Y

• Understanding Generation Y and their use of social media: a review and research agenda, Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., ... & Solnet, D. (2013). Journal of service management, 24(3), 245-267. The paper examines how there is a variation within Generation Y and how millennials use of social platforms bring out all those difference arising from environmental as well as individual factors.
• Cause-related marketing: How generation Y responds, Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). International journal of retail & distribution management, 31(6), 310-320. The paper discusses and asserts that businesses targeting Generation Y need to employ a cause-related marketing (CRM) approach which has showed a positive relationship between evaluation of CRM offer and purchase intent toward the offer by millennials compared to traditional methods.
• From high maintenance to high productivity: What managers need to know about Generation Y, Martin, C. A. (2005). Industrial and commercial training, 37(1), 39-44. The paper discusses how managers can increase the productivity of millennials based on Rainmaker Thinking, Inc research.
• Managing generation Y, Eisner, S. P. (2005). SAM Advanced Management Journal, 70(4), 4. The paper gives insight on how businesses can manage Generation Y at the workplace and how to deal with some of their most exhibited social traits.
• Targeting generation Y, Morton, L. P. (2002). Public Relations Quarterly, 47(2), 46. The paper looks at how research constructed out of the Consumer Expenditure Survey conducted during the financial crisis period by the Bureau of Labor Statistics indicates that pressure to conform to group values influences Generation Y financial choices.
• Information-seeking behavior in generation Y students: Motivation, critical thinking, and learning theory, Weiler, A. (2005). The Journal of Academic Librarianship, 31(1), 46-53. The paper discusses research that suggests that a majority of Generation Y students dont like reading as a way of learning, but instead rely on television and the internet as a source of information.
• Generation Y: They've arrived at work with a new attitude, Armour, S. (2005). USA today, 6, 2005. The Article looks at how generation Y want more flexible working time, constant career feedback from their superiors and have a dislike to much work.
• Generation Y female consumer decision-making styles, Bakewell, C., & Mitchell, V. W. (2003). International Journal of Retail & Distribution Management, 31(2), 95-106. The paper examines the decision making of Adult Female Generation Y consumers using Sproles and Kendalls Consumer Styles Inventory (CSI) system of 1986 to divide them into groups based on shopping interests and their impact to marketers.
• Malls and consumption motivation: an exploratory examination of older Generation Y consumers, Martin, C. A., & Turley, L. W. (2004). International Journal of Retail & Distribution Management, 32(10), 464-475. The paper looks at the objective as well as the social motivation behind mall shopping of the older Generation Y mostly between 19 and 25 years of age and attitudes towards malls.
• What drives college-age Generation Y consumers?, Noble, S. M., Haytko, D. L., & Phillips, J. (2009). Journal of business research, 62(6), 617-628. The paper examines the motivation behind millennials of college-going age consumer choices and tries to explain the relationship behind such decisions and their implications as a whole.
• Generation Y attitudes towards e-ethics and internet-related misbehaviours, Freestone, O., & Mitchell, V. (2004). Journal of Business Ethics, 54(2), 121-128. The paper looks at how Generation Y knowledge of the internet has brought about related cyber-crimes as well as misuse at the expense of businesses. The research was conducted on 219 techno-literate millennial consumers and established 24 peculiar behaviors.