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

Author

Listed:
  • Nhlabathi Mthobisi

    (School of consumer science, University of Johannesburg, Johannesburg, South Africa)

  • Mgiba Freddy Marilahimbilu

    (School of Business Sciences, University of the Witwatersrand (WITS), Johannesburg, South Africa)

  • Ligaraba Neo

    (School of Business Sciences, University of the Witwatersrand (WITS), Johannesburg, South Africa)

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.

Suggested Citation

  • Nhlabathi Mthobisi & Mgiba Freddy Marilahimbilu & Ligaraba Neo, 2022. "Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study," Real Estate Management and Valuation, Sciendo, vol. 30(1), pages 34-52, March.
    • Handle: RePEc:vrs:remava:v:30:y:2022:i:1:p:34-52:n:1
    DOI: 10.2478/remav-2022-0004
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    References listed on IDEAS

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    More about this item

    Keywords

    Millennials; Social media marketing attributes; Sandton rental housing brand image; Sandton rental housing brand preference;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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