Abstract
Much of the research on social media usage focuses on young adults, and more recently, older adults. This paper focuses on social media usage of middle aged adults on Facebook. A mixed method approach (survey and focus groups) is used to examine not only how this age group uses Facebook and engages with brands on on the platform but also how their behaviour has changed over time. A set of strategic recommendations for brand engagement with this age group is then developed.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium |
| Subtitle of host publication | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
| Publisher | Cardiff University |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - Jul 2024 |
| Event | 2024 Academy of Marketing Conference: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit - Cardiff Business School - Cardiff University, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ |
Conference
| Conference | 2024 Academy of Marketing Conference |
|---|---|
| Abbreviated title | AM2024 |
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
| Internet address |