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

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...

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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:
Online Access:https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001310136600022
author Zolkepli
Izzal Asnira; Isawasan
Pradeep; Mustafa
Hasrina; Shamugam
Lalitha
spellingShingle Zolkepli
Izzal Asnira; Isawasan
Pradeep; Mustafa
Hasrina; Shamugam
Lalitha
What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
Business & Economics; Computer Science
author_facet Zolkepli
Izzal Asnira; Isawasan
Pradeep; Mustafa
Hasrina; Shamugam
Lalitha
author_sort Zolkepli
spelling Zolkepli, Izzal Asnira; Isawasan, Pradeep; Mustafa, Hasrina; Shamugam, Lalitha
What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
ADVANCES IN DIGITAL MARKETING AND ECOMMERCE, DMEC 2021
English
Proceedings Paper
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.
SPRINGER INTERNATIONAL PUBLISHING AG
2198-7246
2198-7254
2021


10.1007/978-3-030-76520-0_22
Business & Economics; Computer Science

WOS:001310136600022
https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001310136600022
title What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
title_short What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
title_full What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
title_fullStr What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
title_full_unstemmed What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
title_sort What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
container_title ADVANCES IN DIGITAL MARKETING AND ECOMMERCE, DMEC 2021
language English
format Proceedings Paper
description 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.
publisher SPRINGER INTERNATIONAL PUBLISHING AG
issn 2198-7246
2198-7254
publishDate 2021
container_volume
container_issue
doi_str_mv 10.1007/978-3-030-76520-0_22
topic Business & Economics; Computer Science
topic_facet Business & Economics; Computer Science
accesstype
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url https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001310136600022
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