Contribution of online corporate communication to brand reputation among Millennials in the Vaal region

Access full-text article here


Peer-Reviewed Research
  • SDG 12
  • SDG 8
  • Abstract:

    Abstract: Over the past few years the Internet has become one of the most powerful communication tools. This has led to the evolution of the public relations discipline in keeping up with trends, embracing new opportunities and using diverse and effective communication mediums to engage with different stakeholders. This article looks at the contribution of online corporate communication to brand reputation amongst Millennials in the Vaal Region and the effect it can have on the perceived reputation of an organisation. This was done though ascertaining ways in which Millennials in the Vaal Region use different online corporate communicate tools to engage with brands, looking at the nature of their online engagement with brands and factors of online communication influencing corporate reputation. This quantitative study used a crosssectional descriptive research approach. Two hundred questionnaires were collected from Generation Y members between the ages of 18-35 in the Vaal Region. The findings indicate that the Millennials in Vaal region use online communication as a main source of brand information and brand engagement.