What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media

• Published in: ADVANCES IN DIGITAL MARKETING AND ECOMMERCE, DMEC 2021
• Main Authors: Zolkepli, Izzal Asnira; Isawasan, Pradeep; Mustafa, Hasrina; Shamugam, Lalitha
• Format: Proceedings Paper
• Language: English
• Published: SPRINGER INTERNATIONAL PUBLISHING AG 2021
• Subjects: Business & Economics; Computer Science
• Online Access: https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001310136600022
• ISSN: 2198-7246; 2198-7254
• DOI: 10.1007/978-3-030-76520-0_22

The underlying principle of digital inclusiveness is to enable accessibility for everyone from all walks of life. However, the question arises on how digital inclusiveness support, maintain or improve the wellbeing of an ageing society when communication technology slowly taking effect in their life? Also, are the existing social media platforms adequate to sustain the demand for better communication and ensure their essential communication needs are met without marginalising them? This issue is of particular concern to the old age group, which is growing due to low population growth and an increasingly long-life span of 71.7 years for males and 75 years for females. Considering the context, the social media usage of the elderly needs further scrutinisation to help digital marketers continuously understand the ageing market segment and discourage the burnout effect from occurring to them. This is important to ensure the geriatric market experience a worthy customer journey from the marketing communication targeted to them on the digital front. Henceforward, this research generates new knowledge on the social media usage of the elderly and revisits the Stressor-Strain-Outcome (SSO) model where the aspect of social media fatigue and isolation are addressed.