Abstract
Abstract 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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.