IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i3p604-d200316.html
   My bibliography  Save this article

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

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/3/604/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/3/604/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Giacomo Manetti & Marco Bellucci, 2016. "The use of social media for engaging stakeholders in sustainability reporting," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 29(6), pages 985-1011, August.
    2. Tineke Jonge & Ruut Veenhoven & Lidia Arends, 2014. "Homogenizing Responses to Different Survey Questions on the Same Topic: Proposal of a Scale Homogenization Method Using a Reference Distribution," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(1), pages 275-300, May.
    3. Belk, Russell, 2014. "You are what you can access: Sharing and collaborative consumption online," Journal of Business Research, Elsevier, vol. 67(8), pages 1595-1600.
    4. Juho Hamari & Mimmi Sjöklint & Antti Ukkonen, 2016. "The sharing economy: Why people participate in collaborative consumption," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(9), pages 2047-2059, September.
    5. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    6. Monika Nalewajek & Radoslaw Macik, 2013. "The Role of Social Media in Building Awareness of Responsible Consumption," Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013,, ToKnowPress.
    7. George CARUTASU & Cristina COCULESCU & Justina Lavinia STANICA & Alexandru PIRJAN, 2017. "An analysis of the main Characteristics and Implementation Requirements of the Advanced Metering Infrastructure Systems in Romania," Database Systems Journal, Academy of Economic Studies - Bucharest, Romania, vol. 7(3), pages 34-45, January.
    8. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    9. Tudor Edu & Iliuta Costel Negricea, 2017. "CSR Market Positioning Constructs: From Planning to Action. Evidence from Romanian Internet Service Providers," CSR, Sustainability, Ethics & Governance, in: Maria Aluchna & Samuel O. Idowu (ed.), The Dynamics of Corporate Social Responsibility, chapter 0, pages 117-137, Springer.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. Marta Joanna Ziółkowska, 2021. "Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises," Sustainability, MDPI, vol. 13(5), pages 1-16, February.
    3. 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.
    4. 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).
    5. 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.
    6. 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.
    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lutz, Christoph & Newlands, Gemma, 2018. "Consumer segmentation within the sharing economy: The case of Airbnb," Journal of Business Research, Elsevier, vol. 88(C), pages 187-196.
    2. Joan Torrent-Sellens & Cristian Salazar-Concha & Pilar Ficapal-Cusí & Francesc Saigí-Rubió, 2021. "Using Digital Platforms to Promote Blood Donation: Motivational and Preliminary Evidence from Latin America and Spain," IJERPH, MDPI, vol. 18(8), pages 1-17, April.
    3. Grzegorz Tchorek & Michał Brzozowski & Katarzyna Dziewanowska & Agnieszka Allen & Waldemar Kozioł & Michał Kurtyka & Filip Targowski, 2020. "Social Capital and Value Co-Creation: The Case of a Polish Car Sharing Company," Sustainability, MDPI, vol. 12(11), pages 1-20, June.
    4. Daisy Bertrand & Pierre-Yves Léo & Jean Philippe, 2019. "The New Go-Between Services: Peer-To-Peer Sharing Platforms In Hospitality Services," Post-Print hal-02299130, HAL.
    5. Geissinger, Andrea & Laurell, Christofer & Sandström, Christian, 2020. "Digital Disruption beyond Uber and Airbnb—Tracking the long tail of the sharing economy," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    6. Duch-Brown, Néstor & Rossetti, Fiammetta, 2020. "Digital platforms across the European regional energy markets," Energy Policy, Elsevier, vol. 144(C).
    7. Yuanyuan Guo & Yanqing Wang & Chaoyou Wang, 2019. "Exploring the Salient Attributes of Short-Term Rental Experience: An Analysis of Online Reviews from Chinese Guests," Sustainability, MDPI, vol. 11(16), pages 1-19, August.
    8. Lindblom, Arto & Lindblom, Taru & Wechtler, Heidi, 2018. "Collaborative consumption as C2C trading: Analyzing the effects of materialism and price consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 244-252.
    9. Correa, Juan C. & Garzón, Wilmer & Brooker, Phillip & Sakarkar, Gopal & Carranza, Steven A. & Yunado, Leidy & Rincón, Alejandro, 2019. "Evaluation of collaborative consumption of food delivery services through web mining techniques," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 45-50.
    10. Felicitas Evangelista & Maria Estela Varua & Vivienne Saverimuttu & Rina Datt & Hugh Pattinson & Karina Wardle & Anna Evangelista, 2022. "Antecedents and Outcomes of Service Co-Creation in the Sharing Economy," SAGE Open, , vol. 12(2), pages 21582440221, May.
    11. Lauren Kim, Naeun & Ellie Jin, Byoungho, 2023. "Does beauty encourage sharing? Exploring the role of physical attractiveness and racial similarity in collaborative fashion consumption," Journal of Business Research, Elsevier, vol. 165(C).
    12. Hossain, Mokter & Mozahem, Najib Ali, 2022. "Drivers’ perceptions of the sharing economy for transport services," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    13. Sengupta, Pooja & Biswas, Baidyanath & Kumar, Ajay & Shankar, Ravi & Gupta, Shivam, 2021. "Examining the predictors of successful Airbnb bookings with Hurdle models: Evidence from Europe, Australia, USA and Asia-Pacific cities," Journal of Business Research, Elsevier, vol. 137(C), pages 538-554.
    14. Francesca De Canio & Davide Pellegrini & Elisa Martinelli, 2018. "Is the collaborative consumption the new buying? Social and economic aspects influencing collaborative consumption," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(1), pages 19-38.
    15. Izabela Jonek-Kowalska & Radosław Wolniak, 2022. "Sharing Economies’ Initiatives in Municipal Authorities’ Perspective: Research Evidence from Poland in the Context of Smart Cities’ Development," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    16. Stéphanie Nguyen & Sylvie Llosa, 2018. "On The Difficulty To Define The Sharing Economy And Collaborative Consumption – Literature Review And Proposing A Different Approach With The Introduction Of 'Collaborative Services'
      [De La Difficu      ," Working Papers halshs-01820276, HAL.
    17. Punel, Aymeric & Stathopoulos, Amanda, 2017. "Modeling the acceptability of crowdsourced goods deliveries: Role of context and experience effects," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 105(C), pages 18-38.
    18. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    19. Park, Hyejune & Joyner Armstrong, Cosette M., 2019. "Will “no-ownership†work for apparel?: Implications for apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 66-73.
    20. Banu Demirel & Ayça Kübra Hızarcı Payne, 2018. "Social Innovation Adoption Behavior: The Case of Zumbara," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(02), pages 1-19, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:604-:d:200316. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.