Persuasive influencers and the millennials : how their relationships affect brand, value, and relationship equities, and customers' intention to purchase

Mgiba, Freddy Marilahimbilu; Nyamande, N.

doi:10.35683/jcm19115.88

Cited by 6 publications

(1 citation statement)

References 11 publications

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“…The research targeted the millennials who have lived, live, or consider living in or within a 15kilometer radius from Sandton City, as they are assumed to be extensive social media users and acceptors of social meanings given by influencers (Mgiba & Nyamande, 2020). This is in line with other studies that concentrated on either influencer marketing or the use of social media (Yadav & Rahman, 2018).…”

Section: Target Population and Samplingmentioning

confidence: 92%

Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study

Nhlabathi

Mgiba

Ligaraba

2022

Real Estate Management and Valuation

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A good image of millennials’ residential rental space is an important issue. This image can be impacted by the available telecommunication technology. Social media marketing can, therefore, be an important marketing tool to achieve it. Many studies have shown that a good brand image positively impacts brand preference. This study quantitatively investigated the impact of social media attributes of trendiness, entertainment, customization, information, interaction on Sandton’s rental market’s brand image, and the relationship between this image and millennials’ rental preference. Data were collected from millennials who have lived, live or intend to live in Sandton. Structural equation modeling was employed for data analysis. The findings of the study are that entertainment, customization, and information positively impact Sandton’s image and that trendiness and interactions do not. Also, the image of Sandton’s rental market has a positive influence on the millennials’ preferences as to rental housing. The outcomes will find application for both academics and management practice as will be shown below.

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Section: Target Population and Samplingmentioning

confidence: 92%