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- Can Facebook Support Senior's Consumer Decision Process?: A qualitative studyPublication . Antunes, Ana Cristina; Gama, Ana; Miranda, SandraThe Iberian Peninsula is experiencing a context of generalized demographic aging combined with the progressive adherence of elderly to ICT and social media. However, as organizations acknowledge seniors as an increasingly attractive digital market segment due to their economic power, free time and their high longevity, there remains a paucity of studies that focus on the online shopping behavior of the elderly consumers. Using a qualitative methodology, which involved 5 focus groups and 45 Portuguese and Spanish elderly, the present research has the main objectives to understand how seniors behave throughout the online purchase decision making process and to examine the role and relevance that the elderly attribute to the brands in social media. The results suggest a widespread resistance of the Iberian Peninsula seniors to make online purchases, although some of the Portuguese seniors do it in low-involvement purchases and more regularly than the Spanish ones. Seniors’ digital involvement with brand webpages serves to support their purchase decision-making process, from information search about characteristics, features or products’ prices of the product they intend to purchase, but also for the evaluation of alternatives, based on the opinions of other internet users until the purchase decision and post-purchase. Their information search frequency in the Facebook pages of the brands is variable and their perception about these pages is negative, due to the presence of advertising, to brand pressure but also to their contents (photographs and products descriptions) presented on those pages.
- A different type of influencer? Examining senior Instagram influencers communicationPublication . Miranda, Sandra; Antunes, Ana Cristina; Gama, AnaThe aging of the population, the advance of ICT, and the opening of social networks have allowed the reception of massive phenomena led by the so-called digital immigrants. Indeed, despite the digital divide and a lesser predisposition of older people to deal with technology, it turns out that the market for senior digital influencers begins, gradually, to be marked by its growth, revealing specificities, and differentiating elements. This means that in addition to the traditional role of content receivers, older people are now active content creators, occupying a space that for a long time was restricted to younger generations, contributing to the building up of a vast audience and a wide range of interested, engaged and interactive followers. Using an exploratory approach, this research aims to study the Instagram profile of the top ten most popular elderly influencers and compare the posts of the top two digital influencers (man and women, each). For this purpose, a qualitative methodology was carried out, we examined and compared the posts of @Baddie Winkle, @Iris Apfel, @ George Takei and @dinneranddance, using several dimensions of analysis such as the topics covered, the tone of communication, and the audiovisual and multimedia resources used to create interaction and engagement with followers. The results show that fashion is one of the central themes, punctuated by a communication full of humor, fun, and eccentricity, challenging the paradigm and negative stereotype related to aging and breaking with the traditional image of decline, frailty, and disability associated with old age.