KOREASCHOLAR

DOES CONTENT TYPOLOGY MATTER? A NETNOGRAPHIC EXPLORATION OF SILVER SURFERS’ ONLINE COMMUNITY

Jitpisut Bubphapant, Amélia Brandão
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422127
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.166-170
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The study aims to explore older consumers’ insights by applying the netnography approach. The posts by corporate in their online community on Facebook were content analysed. Results reveal insight behaviours and classify corporate-generated content typologies, reflecting the motivation stages of older consumers to engage with the online community.

Keyword
Content typologyOlder consumerOnline brand advocacyConsumer engagementMotivation statesOnline community
Author
  • Jitpisut Bubphapant(University of Porto, Portugal)
  • Amélia Brandão(University of Porto, Portugal)