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Age 2.0: Motivations and Brand Engagement

2020Journal article Open access
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dc.contributor.authorMiranda, Sandra
dc.contributor.authorMachado, Ana Teresa
dc.contributor.authorAntunes, Ana Cristina
dc.contributor.authorGama, Ana
dc.date.accessioned2021-01-19T14:51:36Z
dc.date.available2021-01-19T14:51:36Z
dc.date.issued2020
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.34190/ESM.20.058pt_PT
dc.identifier.issn2055-7221
dc.identifier.urihttp://hdl.handle.net/10400.21/12648
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherAcademic Conferences and Publishing International Limitedpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectAgingpt_PT
dc.subjectSocial mediapt_PT
dc.subjectMotivationspt_PT
dc.subjectBrand engagementpt_PT
dc.titleAge 2.0: Motivations and Brand Engagementpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceCypruspt_PT
oaire.citation.endPage169pt_PT
oaire.citation.startPage163pt_PT
oaire.citation.title7th European Conference on Social Media ECSM 2020pt_PT
person.familyNameLopes Miranda
person.familyNameCoelho Antunes
person.familyNameGama
person.givenNameSandra Marisa
person.givenNameAna Cristina
person.givenNameAna
person.identifier.ciencia-id681E-05F5-C887
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.ciencia-idBD1E-42A5-6338
person.identifier.orcid0000-0002-5544-5942
person.identifier.orcid0000-0001-8983-2062
person.identifier.orcid0000-0002-0647-9820
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication2d7689ab-cdde-481b-a4be-8ad3de2eb97d
relation.isAuthorOfPublication.latestForDiscovery9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba

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