Influencer Marketing Strategy and Sustainability of Millennial Entrepreneurship
Abstract
Digital marketing has decomposed the basic assumptions of theory of reasoned action and theory of planned behaviour where any planned decision to purchase by consumers may be easily swayed by the testimony given out by social media influencers and other forms of digital social media. This study is the first part of a bigger study on influencer marketing and sustainability of millennial entrepreneurship. It explores the strategic approach adopted by millennial entrepreneurs in using social media influencers to achieve the sustainability of their businesses. Qualitative data was collected using the semi-structured personal interview method participated by seven millennial business owners and/or key decision makers. Using thematic groupings, findings from this study is able to provide a useful model for firms in enhancing their entrepreneurial sustainability and allowing it to have a long-lasting competitive advantage. Besides, a model for sustainable product and services that explain social media and networking behaviour among consumers can drive entrepreneurial innovation and sustainability.
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About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Yusoff, W. F. W., Raja Hisham, R. R. I., Sade, A. B., & Wahab, S. A. (2024). Influencer Marketing Strategy and Sustainability of Millennial Entrepreneurship. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 803-811). European Publisher. https://doi.org/10.15405/epsbs.2024.05.65