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Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania

Author

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  • Rodney Duffett

    (Marketing Department, Faculty of Business and Management Sciences, Cape Peninsula University of Technology, Keizersgracht and Tennant Street, Cape Town 8000, South Africa)

  • Dana-Mihaela Petroșanu

    (Department of Mathematics-Informatics, Faculty of Applied Sciences, University Politehnica of Bucharest, Splaiul Independenței 313, 060042 Bucharest, Romania)

  • Iliuta-Costel Negricea

    (Management-Marketing Department, Faculty of Management-Marketing, Romanian-American University, 1B Expozitiei Blvd., 1st district, 012101 Bucharest, Romania)

  • Tudor Edu

    (Management-Marketing Department, Faculty of Management-Marketing, Romanian-American University, 1B Expozitiei Blvd., 1st district, 012101 Bucharest, Romania)

Abstract

The omnipresent role of online information and communication technology (ICT) channels in the lives of Millennial consumers is universally recognised in industry and academia. The persistent usage of ICT platforms such as social media, especially digital video sharing conduits (e.g., YouTube), among the Millennial cohort has become an important marketing communication platform for organisations to reach this evasive target market. The extensive use of YouTube has generated billions of dollars in marketing communication income, but there is limited academic inquiry in terms of in developing economies, particularly regarding the effect of online usage and demographic factors among Millennials. This paper examines the effect of YouTube marketing communication on affective (attitudinal) responses, meaning brand liking and the impact on brand preference, among Millennials in two developing economies, Romania and South Africa, as well as the influence of usage and demographic factors on the affective (attitudinal) association. A survey was conducted among 400 Romanian and 400 South African respondents, and the hypothesised associations were evaluated via structural equation modelling (SEM) and multigroup SEM. The results of this paper reveal a favourable connection between brand liking and brand preference as a result of YouTube marketing communication, making a notable contribution to the limited YouTube inquiry on attitude-to-advertising theory in developing economies regarding brands in general and sustainable offers in particular. A number of the online usage and demographic factors were also found to have an effect on the brand liking and preference association, supporting in the reduction of the academic–practitioner gap, and assisting organisations in better understanding Millennials in the development of effective marketing communication campaigns on video sharing platforms.

Suggested Citation

  • Rodney Duffett & Dana-Mihaela Petroșanu & Iliuta-Costel Negricea & Tudor Edu, 2019. "Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and ," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:604-:d:200316
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    References listed on IDEAS

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    Cited by:

    1. Pengen Mai & Steven James Day, 2023. "Persuading Reluctant Customers: The Online Marketing Communications of Car Sharing Firms," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    2. Alexandra Perju-Mitran & Daniela Zirra & George Căruţaşu & Alexandru Pîrjan & Justina-Lavinia Stănică, 2020. "Applying the Technology Acceptance Model to Assess the Intention to Use an Aftermarket eCall Based on 112 Device for Passenger Vehicles to Ensure Sustainable Rescue Operations on European Roads," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    3. Marta Joanna Ziółkowska, 2021. "Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises," Sustainability, MDPI, vol. 13(5), pages 1-16, February.
    4. José Alberto Martínez-González & Urszula Kobylinska & Francisco J. García-Rodríguez & Lukasz Nazarko, 2019. "Antecedents of Entrepreneurial Intention among Young People: Model and Regional Evidence," Sustainability, MDPI, vol. 11(24), pages 1-29, December.
    5. Atandile Ngubelanga & Rodney Duffett, 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective," Sustainability, MDPI, vol. 13(11), pages 1-29, May.
    6. Frade, João Lucas Hana & Oliveira, Jorge Henrique Caldeira de & Giraldi, Janaina de Moura Engracia, 2021. "Advertising in streaming video: An integrative literature review and research agenda," Telecommunications Policy, Elsevier, vol. 45(9).
    7. Rodney Duffett, 2020. "The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-25, June.
    8. Georgiana-Raluca Lădaru & Marian Siminică & Maria Claudia Diaconeasa & Diana Maria Ilie & Carmen-Elena Dobrotă & Marian Motofeanu, 2021. "Influencing Factors and Social Media Reflections of Bakery Products Consumption in Romania," Sustainability, MDPI, vol. 13(6), pages 1-17, March.

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