Influencer Marketing Strategy and Sustainability of Millennial Entrepreneurship

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.