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

Jitpisut Bubphapant; Amélia Brandão

논문 상세보기

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

Jitpisut Bubphapant, Amélia Brandão

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/422127

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Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.166-170

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

키워드

Content typology Older consumer Online brand advocacy Consumer engagement Motivation states Online community

저자

Jitpisut Bubphapant(University of Porto, Portugal)
Amélia Brandão(University of Porto, Portugal)

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