Loading...
4 results
Search Results
Now showing 1 - 4 of 4
- Navegar por redes nunca antes navegadas: motivações e engagement dos seniores ibéricosPublication . Miranda, Sandra; Antunes, Ana Cristina; Gama, Ana; Di Fátima, Branco; Machado, Ana TeresaA sociedade ocidental contemporânea é caracterizada pelo envelhecimento demográfico, pelo empoderamento do consumidor sénior (65+) e pela popularização das tecnologias digitais, sobretudo da internet e dos media sociais. Porém, o conhecimento científico sobre a relação dos seniores com as plataformas digitais ainda apresenta numerosas lacunas, principalmente na Península Ibérica - uma das regiões mais envelhecidas do planeta. Este artigo problematiza essa relação, em Portugal e Espanha, escrutinando os motivos de adesão e permanência dos mais velhos nos media sociais, aferindo quais as páginas das marcas (na rede social Facebook) que os seniores mais visitam e interagem e, descortinando o papel das fanpages das marcas no processo de tomada de decisão de consumo. A investigação, de cariz exploratório, seguiu uma metodologia mista. Os dados qualitativos foram obtidos a partir de cinco Focus Group (FG) realizados nos dois países em estudo. Já os dados quantitativos foram extraídos do Facebook Audience Insights, a partir de uma amostra oficialmente representativa dos seniores na região. Os resultados mostram evidentes sinais de “fractura digital” com os seniores a configurarem apenas 17,8% (10% PT e 7,8% ES) dos perfis activos na Península Ibérica, destacando se uma maior presença das mulheres. Os portugueses tendem a gostar, comentar e partilhar conteúdos com mais frequência do que os espanhóis. No que se prende com os motivos de adesão e permanência na rede social, verifica-se unanimidade ibérica na indicação do incentivo dos familiares próximos, tal como na constatação de que se trata de um espaço potenciador do reforço e multiplicação dos laços sociais. A procura e o envolvimento com as páginas de marcas comerciais serve, sobretudo, como ferramenta de apoio e redução da incerteza no processo de tomada de decisão de compra on e offline.
- 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.
- Age 2.0: Motivations and Brand EngagementPublication . Miranda, Sandra; Machado, Ana Teresa; Antunes, Ana Cristina; Gama, AnaThe 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.
- Age 2.0: motivations and brand engagementPublication . Miranda, Sandra; Machado, Ana Teresa; Antunes, Ana Cristina; Gama, AnaThe 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 increasing adhesion of seniors to the Information and Communication Technologies and, in particular, to digital social networks while being seen as a positive sign of inclusion and digital literacy, has led brands to embark on an accurate process of understanding the interests, motivations and profile of these users, as well as developing communication and interaction strategies according to their specificities. Drawn upon on a qualitative study through Focus Groups made up of senior Internet users and social networks and conducted in Portugal and Spain, the aim of this research is, on the one hand, to discuss the role of social networks in promoting active aging and their implications on relevant dimensions of the elderly's life, and on the other hand, to understand the level of importance and how this senior segment relates and interacts with the brands that populate social networks. 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" with the goal of retrieving memories and strengthening bonds of friendship.