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Advisor(s)
Abstract(s)
The 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.
Description
Keywords
Aging Social media Motivations Brand engagement.
Citation
Miranda, S, Machado, A. T. Antunes, A, & Gama, A. (2020, july 2-3). Age 2.0: motivations and brand engagement. Proceedings of the 7th European Conference on Social Media. Virtual Conference hosted UCLan Larnaca, Cyprus.
Publisher
Academic Conferences and Publishing International
University of Central Lancashire
University of Central Lancashire