Age 2.0: Motivations and Brand Engagement
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.21/12648 |
Resumo: | The demographic winter that is widespread throughout Europe, along with the spread of network society, has brought to contemporary societies a striking new world of opportunity and challenge. The growing adherence of the senior population to Information and Communication Technologies, with a focus on digital social networks, is perceived as a positive sign of inclusion and digital literacy. In this context and given the potential of this segment as a marketing target, brands need to understand the interests, motivations, and profiles of these users to achieve greater interaction and proximity with this audience. Taking into account two countries, Portugal and Spain, the aim of this research is 1) to discuss the role of social networks in promoting active aging; 2) to understand the level of importance and how this senior segment interacts with the brands on social networks and 3) to compare the results among the two sociocultural realities. Methodologically, an exploratory qualitative investigation was carried out based on the realization of a Focus Group in which users of social networks residing in Spain and Portugal participated. Results point out that more than seeking and get information about brands, seniors navigate the social networks in search of affiliation, support, and socialization not only broadening their network of contacts in the virtual world but mainly by networking with their "acquaintances" to retrieve memories and strengthen bonds of friendship. As little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies, this study contributes to the academic literature regarding this subject. Furthermore, for marketers, it is important to tailor their strategies and to convey appropriate messages as there is evidence that seniors have still to be pushed to join and use pages of brands on Facebook as a platform to interact with brands. |
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Age 2.0: Motivations and Brand EngagementAgingSocial mediaMotivationsBrand engagementThe demographic winter that is widespread throughout Europe, along with the spread of network society, has brought to contemporary societies a striking new world of opportunity and challenge. The growing adherence of the senior population to Information and Communication Technologies, with a focus on digital social networks, is perceived as a positive sign of inclusion and digital literacy. In this context and given the potential of this segment as a marketing target, brands need to understand the interests, motivations, and profiles of these users to achieve greater interaction and proximity with this audience. Taking into account two countries, Portugal and Spain, the aim of this research is 1) to discuss the role of social networks in promoting active aging; 2) to understand the level of importance and how this senior segment interacts with the brands on social networks and 3) to compare the results among the two sociocultural realities. Methodologically, an exploratory qualitative investigation was carried out based on the realization of a Focus Group in which users of social networks residing in Spain and Portugal participated. Results point out that more than seeking and get information about brands, seniors navigate the social networks in search of affiliation, support, and socialization not only broadening their network of contacts in the virtual world but mainly by networking with their "acquaintances" to retrieve memories and strengthen bonds of friendship. As little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies, this study contributes to the academic literature regarding this subject. Furthermore, for marketers, it is important to tailor their strategies and to convey appropriate messages as there is evidence that seniors have still to be pushed to join and use pages of brands on Facebook as a platform to interact with brands.Academic Conferences and Publishing International LimitedRCIPLMiranda, SandraMachado, Ana TeresaAntunes, Ana CristinaGama, Ana2021-01-19T14:51:36Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.21/12648eng2055-722110.34190/ESM.20.058info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-03T10:05:59Zoai:repositorio.ipl.pt:10400.21/12648Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:20:41.832299Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Age 2.0: Motivations and Brand Engagement |
title |
Age 2.0: Motivations and Brand Engagement |
spellingShingle |
Age 2.0: Motivations and Brand Engagement Miranda, Sandra Aging Social media Motivations Brand engagement |
title_short |
Age 2.0: Motivations and Brand Engagement |
title_full |
Age 2.0: Motivations and Brand Engagement |
title_fullStr |
Age 2.0: Motivations and Brand Engagement |
title_full_unstemmed |
Age 2.0: Motivations and Brand Engagement |
title_sort |
Age 2.0: Motivations and Brand Engagement |
author |
Miranda, Sandra |
author_facet |
Miranda, Sandra Machado, Ana Teresa Antunes, Ana Cristina Gama, Ana |
author_role |
author |
author2 |
Machado, Ana Teresa Antunes, Ana Cristina Gama, Ana |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
RCIPL |
dc.contributor.author.fl_str_mv |
Miranda, Sandra Machado, Ana Teresa Antunes, Ana Cristina Gama, Ana |
dc.subject.por.fl_str_mv |
Aging Social media Motivations Brand engagement |
topic |
Aging Social media Motivations Brand engagement |
description |
The demographic winter that is widespread throughout Europe, along with the spread of network society, has brought to contemporary societies a striking new world of opportunity and challenge. The growing adherence of the senior population to Information and Communication Technologies, with a focus on digital social networks, is perceived as a positive sign of inclusion and digital literacy. In this context and given the potential of this segment as a marketing target, brands need to understand the interests, motivations, and profiles of these users to achieve greater interaction and proximity with this audience. Taking into account two countries, Portugal and Spain, the aim of this research is 1) to discuss the role of social networks in promoting active aging; 2) to understand the level of importance and how this senior segment interacts with the brands on social networks and 3) to compare the results among the two sociocultural realities. Methodologically, an exploratory qualitative investigation was carried out based on the realization of a Focus Group in which users of social networks residing in Spain and Portugal participated. Results point out that more than seeking and get information about brands, seniors navigate the social networks in search of affiliation, support, and socialization not only broadening their network of contacts in the virtual world but mainly by networking with their "acquaintances" to retrieve memories and strengthen bonds of friendship. As little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies, this study contributes to the academic literature regarding this subject. Furthermore, for marketers, it is important to tailor their strategies and to convey appropriate messages as there is evidence that seniors have still to be pushed to join and use pages of brands on Facebook as a platform to interact with brands. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020 2020-01-01T00:00:00Z 2021-01-19T14:51:36Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.21/12648 |
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http://hdl.handle.net/10400.21/12648 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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2055-7221 10.34190/ESM.20.058 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
Academic Conferences and Publishing International Limited |
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Academic Conferences and Publishing International Limited |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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