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

Real Estate Management and Valuation

Volume 30 (2022): Issue 1 (March 2022)

By: Mthobisi Nhlabathi, Freddy Marilahimbilu Mgiba and Neo Ligaraba

Open Access

|Mar 2022

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.

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DOI: https://doi.org/10.2478/remav-2022-0004 | Journal eISSN: 2300-5289 (formerly 1733-2478)

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Language: English

Page range: 34 - 52

Published on: Mar 17, 2022

Published by: Real Estate Management and Valuation

In partnership with: Paradigm Publishing Services

Keywords:

Social media marketing attributes,

Sandton rental housing brand image,

Sandton rental housing brand preference

JEL:

Related subjects:

Business and economics,

Political economics,

Political economics, other

© 2022 Mthobisi Nhlabathi, Freddy Marilahimbilu Mgiba, Neo Ligaraba, published by Real Estate Management and Valuation
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 30 (2022): Issue 1 (March 2022)

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