探索老年消费者对内容营销、内容类型和在线品牌宣传的使用情况

IF 3.8 Q2 BUSINESS EuroMed Journal of Business Pub Date : 2024-03-22 DOI:10.1108/emjb-10-2023-0283
Jitpisut Bubphapant, Amélia Brandão
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引用次数: 0

摘要

目的鉴于老龄化消费者日益细分的重要性以及他们与互联网互动的日益增加,数字营销学者对这一市场越来越感兴趣。先前的研究需要在数字营销的许多背景下对这一市场给予更多关注。本研究旨在深入了解老龄消费者的内容使用、内容类型选择以及在线品牌宣传(OBA)。根据研究结果,老年消费者展示了他们对在线内容的使用和关注。根据购买产品或服务的不同,他们有不同的决策过程。同样,根据产品类别的功利性或享乐性,他们对内容类型的选择也各不相同。最后,研究表明,老年消费者是被动的线上品牌拥护者和主动的线下品牌拥护者。
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Exploring ageing consumers’ usage of content marketing, content typology and online brand advocacy

Purpose

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Design/methodology/approach

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

Findings

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

Originality/value

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

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来源期刊
CiteScore
9.80
自引率
19.20%
发文量
61
期刊介绍: The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.
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