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Can Facebook Support Senior's Consumer Decision Process?: A qualitative study

2021-07-01Conference object Restricted access
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dc.contributor.authorAntunes, Ana Cristina
dc.contributor.authorGama, Ana
dc.contributor.authorMiranda, Sandra
dc.date.accessioned2021-07-13T08:01:55Z
dc.date.available2021-07-13T08:01:55Z
dc.date.issued2021-07-01
dc.description.abstractThe 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.pt_PT
dc.description.versionN/Apt_PT
dc.identifier.citationAntunes, A. C., Gama, A. & Miranda, S. (2021, jul, 01-02). Can Facebook Support Senior's Consumer Decision Process?: A qualitative study. Paper presented, Online, in 8th European Conference on Social Media, Larnaca, Cyprus.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.21/13546
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherNordicompt_PT
dc.relation.publisherversionhttps://nordmedianetwork.org/latest/upcoming-conferences/8th-european-conference-on-social-mediapt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectElderlypt_PT
dc.subjectICTpt_PT
dc.subjectSocial mediapt_PT
dc.subjectOnline consumer behaviorpt_PT
dc.subjectIberian Peninsulapt_PT
dc.titleCan Facebook Support Senior's Consumer Decision Process?: A qualitative studypt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceLarnaca, Cypruspt_PT
oaire.citation.title8th European Conference on Social Mediapt_PT
person.familyNameCoelho Antunes
person.familyNameGama
person.familyNameLopes Miranda
person.givenNameAna Cristina
person.givenNameAna
person.givenNameSandra Marisa
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.ciencia-idBD1E-42A5-6338
person.identifier.ciencia-id681E-05F5-C887
person.identifier.orcid0000-0001-8983-2062
person.identifier.orcid0000-0002-0647-9820
person.identifier.orcid0000-0002-5544-5942
rcaap.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication2d7689ab-cdde-481b-a4be-8ad3de2eb97d
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublication.latestForDiscovery9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba

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