University of Johannesburg millenials' communication of brand perception on facebook : implications for reputation management

Abstract: The digital platform and Web 2.0 technology has removed old communication asymmetries and given rise to an empowered vocal emerging market Millennial. Millennial consumers cannot be ignored by brands from a size and monetary value perspective. Alongside the growth and brand sustainability potentials presented by Millennials comes the risk generated by their apathetic attitudes towards brand communication. The Millenriials' affinity for consumer-generated content that expresses approval or disapproval about brands on Facebook, has resulted in the emergence of new intermediaries, influencers as well as brand risk. The research undertaken sought to investigate Millennials' communication of brand perceptions on Facebook in order to ascertain whether such communication generate reputational risks for brands that are relevant to them and develop possible guidelines for the mitigation of such reputational risks. After two rounds of exploratory factor analysis, and reliability tests, a valid and reliable measure of Millennial brand perceptions on Facebook was developed explaining 62.81% of total variance and representing the key underlying conceptual dimensions. The instrument consisted of a series of filter questions, Likert response scales, two open ended questions, dichotomous questions, and nominal and ratio measurement questions. The questionnaire was selfadministered to a select group of 500 Millennial Facebook users between the ages of 18 to 24 at the University of Johannesburg. The results revealed that the brand perceptions communicated by 18 to 24 year old Millennials on Facebook brand communities are influenced by the inter-relations and intra-relations of the dimensions of Millennial Expressive Content, Millennial Expectancy, Millennial Influencers and Millennial Reaction. Within these dimensions the concepts of Millennial electronic word of mouth (MeWOM) and Millennial word of mouth (MWOM) emerged as descriptors of the brand perceptions communicated online and offline about brands. The results indicate Responsive Accountability as the most important subdimension to Millennials. Therefore it is a significant risk generator and opportunity for brands. This concept Millennial expectation, goes beyond the triple bottom line to include access to information and full disclosure about brands' activities. Post hoc tests indicated a difference between the brand perceptions of Average and Above Average/Affluent Millennials on Facebook. Results highlight the inter-relationship of the Facebook brand community with the broader digital sphere and offline world. The interplay between these dimensions represents the nexus between opportunity and risk for brands.M.Com. (Marketing Communication