Older Consumers, Digital Marketing, and Public Policy: A Review and Research Agenda

Abstract

Addressing the challenges created by rapidly aging populations is a topic of intense interest for marketers, policy makers and researchers.However, relatively little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies. With shifting economic power and growing digital adoption rates amongst older consumers, understanding how they adopt technology and use digital channels is becoming increasingly important to marketers. In order for marketers and policymakers to fully understand the future shape of a data-driven digital society, research must take more account of its influence across different older generational cohorts. This paper focuses on identifying research gaps across key digital marketing areas in relation to older-age consumers' adoption and use of digital technology. Through a multidisciplinary review of the literature on aging, using the theoretical lens of generational cohorts, the authors identify key research challenges, opportunities, and implications for both marketers and policy makers.

Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?

“…Particularity, shoppers undertake various activities before they make their final purchase decision. This effort may include seeking content from different retailers and asking for social validation of their decision from both their online and offline social networks, which is often out of sight of the actual retailer or brand (Hall et al, 2017;Nunan and Di Domenico, 2019). The empirical evidence indicated that rapid and continued growth in shopper's marketing requires precise communication strategies to drive performance (Hall et al, 2017).…”

Optimizing the Future of Innovative Technologies and Infinite Data

“…In addition, they draw attention to the great opportunity for scholarship that could meaningfully improve technology-related experiences for elderly populations and the senior market, which is growing substantially with the aging of baby boomers and the increase in life expectancy compared with previous generations. Nunan and Di Domenico (2019) propose that industry and policy makers should be aware of the following aging perspectives: biological/physical, psychological/cognitive, social, and environment/contextual. When firms and governments recognize that technology integration can be useful for each of these perspectives, they can realize important approaches for, or nuances in, treating seniors fairly.…”

“…Parents often embrace the convenience of "sharenting" children's information on social media, unintentionally putting their children at risk (Fox and Hoy 2019). The challenges that older consumers face (Nunan and Di Domenico 2019), such as not being able to plug in or protect their data when connected with technology, place them at risk.…”

“…Pierre Berthon, Leyland Pitt, and Colin Campbell (2019), the authors of “ Addictive De-Vices: A Public Policy Analysis of Sources and Solutions to Digital Addiction ,” reveal the role marketing plays in addictive digital experiences that are fostered by technology. In “ Older Consumers, Digital Marketing, and Public Policy: A Review and Research Agenda ,” Daniel Nunan and MariaLaura Di Domenico (2019) study the impact of technology on generational cohorts, highlighting research gaps in digital marketing on their adoption and use of technology.…”

“…Technology can reduce isolation (real or perceived) and provide access to more services. Unfortunately, as Nunan and Di Domenico (2019) note, many cohorts of older consumers are not able to keep up with the pace of technology innovations and may reject new technologies that could be beneficial to them. The authors identify challenges with this form of a “digital divide” facing older generations.…”