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.

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.

This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people within their local (district) geographic area.

Investigation concerning the presence of customer-brand relationships in online communities is recent and scarce and might offer potential (Moraes et al., 2014; Huber et al., 2015; Vernuccio et al., 2015). The purpose of this investigation is to understand and analyse how brand love can influence brand loyalty among millennials generation, considering engagement constructs and social networks. It bridges an academia gap in the context of the consumer brand relationship literature. This research aims to answer the following questions: (1) Is brand love effective in building true brand loyalty? (2) Does interactive engagement with brands and brand love contribute to build brand loyalty? and (3) Does interactive engagement on social networks reflect millennials love of brands? To collect data we conducted two online surveys, covering two different brand categories: Fashion and Electronics/Technology. We have in total 1278 inquiries. The analyses of data and hypotheses test were made by using the Structural Equation Model (SEM) and a multi-group factor analysis. The proposed structural equation model was validated and all hypothesis were accepted. So, consumers’ Brand Related Social Media Content was proved to have a direct impact on Social Interactive Brands and Brand Loyalty. Social Interactive Brands were proved to have a direct impact on Emotional Attachment and Self Expressive Brands which also proved direct impact on Brand Love. Brand Love for instance was proved has been directly connected with Brand Loyalty and Word of Mouth and Brand Loyalty also, directly impacts Word of Mouth. The model behave well in the previous research so we wanted to test it with a smaller sample and different brand categories the results would maintain. The results of the multi-group factor analysis showed that we have configural and metric invariance in both different studies, covering Fashion and Technological brands. As though for management purposes it might be of no disagreement to state that marketing alone is no longer enough to influence purchase motivation and intention for consumers. This investigation advance and valid a new theoretical framework in the consumer brand love approach