| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 334.55 KB | Adobe PDF |
Advisor(s)
Abstract(s)
A 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.
ABSTRACT: Contemporary western societies are characterized by demographic aging, by the empowerment of senior consumers (aged 65+) and by the popularization of digital technologies, especially the internet and social media. However, scientific knowledge about the relationship between seniors and digital platforms still presents numerous gaps, mainly in the Iberian Peninsula - one of the most aged regions on the planet. This article problematizes this relationship in Portugal and Spain, examining the motives for adherence and use of social media by older people, assessing which brand pages (on Facebook) are most visited and interacted with by seniors, and unveils the role of Facebook fan pages brands in the consumer decision-making process. The research uses a mixed method approach. Qualitative data were obtained from five Focus Group (FG) carried out in the two countries. The quantitative data were extracted from Facebook Audience Insights, from an officially representative sample of seniors in the region. The results show evident signs of a “digital fracture” with the seniors representing only 17.8% (10% PT and 7.8% ES) of the active profiles in the Iberian Peninsula, with a higher presence of women. Portuguese seniors reveal a tendency to like, comment and share content more often than Spaniards. About the reasons for joining and staying in social networking sites, there is a unanimous Iberian stance indicating the encouragement of close family members, as well as in the finding that it is a space that enhances the strengthening and multiplication of social ties. Search and involvement with Facebook brand pages count for support and uncertainty reduction tool in the consumer journey.
ABSTRACT: Contemporary western societies are characterized by demographic aging, by the empowerment of senior consumers (aged 65+) and by the popularization of digital technologies, especially the internet and social media. However, scientific knowledge about the relationship between seniors and digital platforms still presents numerous gaps, mainly in the Iberian Peninsula - one of the most aged regions on the planet. This article problematizes this relationship in Portugal and Spain, examining the motives for adherence and use of social media by older people, assessing which brand pages (on Facebook) are most visited and interacted with by seniors, and unveils the role of Facebook fan pages brands in the consumer decision-making process. The research uses a mixed method approach. Qualitative data were obtained from five Focus Group (FG) carried out in the two countries. The quantitative data were extracted from Facebook Audience Insights, from an officially representative sample of seniors in the region. The results show evident signs of a “digital fracture” with the seniors representing only 17.8% (10% PT and 7.8% ES) of the active profiles in the Iberian Peninsula, with a higher presence of women. Portuguese seniors reveal a tendency to like, comment and share content more often than Spaniards. About the reasons for joining and staying in social networking sites, there is a unanimous Iberian stance indicating the encouragement of close family members, as well as in the finding that it is a space that enhances the strengthening and multiplication of social ties. Search and involvement with Facebook brand pages count for support and uncertainty reduction tool in the consumer journey.
Description
Keywords
Seniores Tecnologias de informação e comunicação (TIC) Social media Facebook Páginas das marcas Península Ibérica Seniors Information and communication technologies (ICT) Brand pages Iberian Peninsula
Citation
Miranda, S., Antunes, A.C., Gama, A., Di Fátima, B. Machado, A. T. (2021). Navegar por redes nunca antes navegadas: motivações e engagement dos seniores ibéricos. Texto Livre: Linguagem e Tecnologia, 15. DOI: 10.35699/1983- 3652.2022.33366
Publisher
Faculdade de Letras da Universidade Federal de Minas Gerais