Exploring ageing consumers’ usage of content marketing, content typology and online brand advocacy
Jitpisut Bubphapant,
Amélia Brandão
Abstract:PurposeGiven the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).Design/methodology/approachSemi-structured interviews were applied, and 16 consumers f… Show more
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