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 Millennials’ 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.