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Age 2.0: motivations and brand engagement

2020-07-02Conference object Restricted 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.accessioned2020-07-09T11:26:31Z
dc.date.available2020-07-09T11:26:31Z
dc.date.issued2020-07-02
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 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.pt_PT
dc.description.versionN/Apt_PT
dc.identifier.citationMiranda, 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.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.21/12024
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherAcademic Conferences and Publishing Internationalpt_PT
dc.publisherUniversity of Central Lancashirept_PT
dc.relation.publisherversionhttps://www.academic-conferences.org/conferences/ecsm/pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectAgingpt_PT
dc.subjectSocial mediapt_PT
dc.subjectMotivationspt_PT
dc.subjectBrand engagement.pt_PT
dc.titleAge 2.0: motivations and brand engagementpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceUniversity of Central Lancashire, Cypruspt_PT
oaire.citation.title7th European Conference on Social Mediapt_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.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_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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