Digital disruptions and the elderly – strategic adoptions for marketers

Ghosh, Munmun

doi:10.1108/sd-10-2019-0208

Cited by 6 publications

(4 citation statements)

References 3 publications

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“…Yaşlı tüketicilerin çok azı çevrim içi alışveriş pratiklerine uyum sağlamış olsalar da yüksek satın alma gücüyle pazarlama sürecinde markaların yaşlı tüketicileri ciddiye almaları ve onlara yönelik çalışmalar gerçekleştirmeleri önemlidir (Ghosh, 2020). Yaşlı pazarı, ekonomi alanındaki profesyonellerin gün geçtikçe daha çok dikkatini çeken ve gittikçe büyüyen bir pazardır.…”

Section: Literatür Taramasıunclassified

65 Yaş ve Üzeri Tüketici Kitlesinin COVID-19 Salgınında Değişen Tüketim Alışkanlıkları

YEYGEL ÇAKIR,

ÇELİK,

BAZARCI

et al. 2023

Akdeniz Üniversitesi İletişim Fakültesi Dergisi

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COVID-19 salgınından en çok etkilenen kesimlerden biri yüksek riskli grup olarak gösterilen 65 yaş ve üzeri bireylerdir. Salgın öncesi dönemde tüketim pratiklerinin giderek dijitalleşmesiyle bu yaş grubunun çevrim içi tüketim ortamlarından görece uzak kaldıkları gözlenmekte, bununla birlikte salgının getirdiği olumsuzluklar göz önüne alındığında, yaşlı bireylerin değişen tüketim davranışları akademik ilgiyi gerektiren bir sorunsalı oluşturmaktadır. Bu araştırma kapsamında, 65 yaş ve üzeri tüketicilerin salgında değişen tüketim dinamiklerinin betimlenmesi ve bu süreçte çevrim içi alışveriş pratiklerinin ortaya konulması amaçlanmıştır. Bu grubun tüketime yönelik eylemlerindeki dinamikleri anlamak amacıyla, çevrim içi alışveriş deneyimine sahip 65 yaş ve üzeri katılımcı grupla derinlemesine görüşmeler gerçekleştirilmiş, elde edilen veriler MAXQDA programında analiz edilerek bu yaş grubundaki bireylerin çevrim içi platformları kullanma becerileri, alışveriş motivasyonları, salgın dönemi alışveriş pratikleri ve internet teknolojilerinin kullanımına yönelik tutum ve davranışlarını tanımlayan anlamlı çıktılara ulaşılmıştır. Araştırma sonuçlarına göre yaşlı tüketiciler COVID-19 pandemisi sürecinde kendilerine uygulanan kısıtlamalardan ötürü ayrımcılığa uğradıklarını hissetmişler, bu süreç internet ve çevrim içi alışveriş pratiklerini öğrenmeleri, internetin faydalarını, kolaylıklarını anlamaları açısından motive edici bir güç olmuştur.

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Section: Literatür Taramasıunclassified

65 Yaş ve Üzeri Tüketici Kitlesinin COVID-19 Salgınında Değişen Tüketim Alışkanlıkları

YEYGEL ÇAKIR,

ÇELİK,

BAZARCI

et al. 2023

Akdeniz Üniversitesi İletişim Fakültesi Dergisi

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“…Ageing is not an impermanent phenomenon, and it needs to be dealt with the utmost care (Ghosh, 2020). The situation of the pandemic has made it more complex.…”

Section: Primary Difficulties Faced By the Older During The Covid-19 ...mentioning

confidence: 99%

Ageing in the unusual times and adapting to the new normal – an Indian perspective

Ghosh

2022

WWOP

Self Cite

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Purpose The COVID-19 pandemic has changed the way of our living. Social and physical distancing has become an inevitable part of our life. Although the younger counterpart can adapt to the situation quickly, it is extremely difficult for the elderly (60 years and above) who are locked in their homes to manage this situation on their own, especially those who live alone. In this scenario, how can we help the elderly who are caught at home? How will they again fight with social and physical distancing and the pandemic? The purpose of the study is to acknowledge the fact that the elderly need urgent consideration and attention and suggested ways to adapt to the “new normal.” Design/methodology/approach The viewpoint discussed the diverse ways through which the elderly can be motivated to adapt in the current situation in a pandemic hit environment. Findings The viewpoint highlighted in detail the prospects, challenges and considerable steps that need to be taken by the important stakeholders (practitioners and policymakers) in our society to support the elderly. Originality/value The viewpoint emphasised on the need of creating separate policies and implementation of the same at various levels. Although the government does have acts and policies for the welfare and maintenance of the elderly, they should now also re-think of a more concrete and sustainable policy to take care of the elderly, especially during a crisis. Ageing is inevitable, the reflections of this study will also allow the families and the society to cushion the elderly in their families and around them. This work will also create an opportunity for the practitioners to work for this under-explored community and look forward to catering to their needs.

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“…A primary focus is placed on their engagement with social networking platforms such as Facebook (Baecker et al 2014;Sinclair and Grieve 2017;Jung et al 2018), Twitter (Goh et al 2019;Türkoğlu et al 2020), WhatsApp (Fernández-Ardèvol and Rosales 2018), and Skype (Ahlin 2017). Typically, studies have focu-sed on the role of digital platforms in providing access to health (Majumder et al 2017;Sousa et al 2018), care (Ahlin 2017), assisted living (Golant 2008;Golant 2017;Ward et al 2017), and communication (Vitak 2014;Quinn 2018;Ghosh 2020;Fernández-Ardèvol et al 2020). The literature has explored significant themes such as privacy (McCosker et al 2018;Goh et al 2019), security (McCosker et al 2018), effect on cognitive function (Quinn 2018) and loneliness (Baecker et al 2014;Sinclair and Grieve 2017).…”

Section: The Elderly and Digital Technologymentioning

confidence: 99%

The elderly collaborative user in platform societies. A comparative study between India and Italy

Sam¹,

Esposti²,

Gomes³

2021

Ocula

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In this paper, we examine the figure of the elderly prosumers as they are located in the emerging platform societies of India and Italy. Recently, sociological literature has observed the growing significance given to the elderly as active consumers in consumer society. In contrast, at present we do not know much about the practices of the elderly as prosumers, particularly in urban areas. While discussions of the sharing economy envision a particular type of collaborative consumption, they are still working with the assumption that the fundamental unit is an individual with dedicated and autonomous access to platforms and devices. This assumption, however, is in stark contrast to the multiple empirical incidences where technology is used in a shared manner. Such shared use has been extensively documented in non-Western contexts, although the gerontological literature also indicates that similar practices (such as "proxy use") have also been documented in Western countries. Shared use may be especially pertinent to older users who rely on it to either learn anew or to navigate technology due to their health or cultural preferences. Consequently, this paper proposes the concept of collaborative use to understand the varied manner in which devices and platforms are shared in platform economies. The paper draws on ethnographic data to understand how the elderly use platforms in one non-Western city (Kolkata, India) and one Western city (Bologna, Italy). The survey and the data are also part of the broader project Evolution of consumer behaviour.

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Digital disruptions and the elderly – strategic adoptions for marketers

Cited by 6 publications

References 3 publications

65 Yaş ve Üzeri Tüketici Kitlesinin COVID-19 Salgınında Değişen Tüketim Alışkanlıkları

65 Yaş ve Üzeri Tüketici Kitlesinin COVID-19 Salgınında Değişen Tüketim Alışkanlıkları

Ageing in the unusual times and adapting to the new normal – an Indian perspective

The elderly collaborative user in platform societies. A comparative study between India and Italy

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