KOREASCHOLAR

EXPLORING AGEING CONSUMERS’ USAGE OF CONTENT MARKETING, CONTENT TYPOLOGY, AND ONLINE BRAND ADVOCACY

Jitpisut Bubphapant, Amélia Brandão
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422758
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.793-797
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy. Consumers from Southern Europe aged 55+ were included in semi-structured interviews. The study reveals insights into online behaviours and proposes an online brand advocacy framework for ageing consumers, contributing to the literature and offering managerial implications.

Keyword
Ageing consumerOlder consumerContent marketingContent typologyOnline brand advocacyOB
Author
  • Jitpisut Bubphapant(University of Porto, Portugal)
  • Amélia Brandão(University of Porto, Portugal)