Abstract
This paper aimed to examine the effectiveness of social platform promotion strategies for the elderly with different digital literacy. Despite extensive research on the development of youth-oriented social platforms, research on the development of social platforms specifically targeting older adults with varying levels of digital literacy is lacking. The elderly population is divided into passive information receivers (PIRs) and active information seekers (AISs) according to their information seeking expertise, and an empirical study was conducted to assess the behavioral characteristics of PIRs and AISs. Grounded in innovation diffusion research and our empirical results, an agent-based model was developed, and the impact of the proportion of PIRs on the macro result of the social platform adoption (i.e., market penetration) and the impact of promotional strategies on market penetration under different proportions of PIRs were analyzed. The results demonstrate a direct negative effect of the proportion of PIRs on market penetration and a moderating effect on the effectiveness of various promotional strategies.
Highlights
IntroductionSocial platforms have emerged to meet the social and entertainment needs of elderly individuals who have been exposed to social e-commerce
This paper aimed to examine how the digital literacy of the elderly population affected the effectiveness of platform promotional strategies
The elderly population was divided into passive information receivers (PIRs) and active information seekers (AISs) according to their information seeking expertise, and an empirical study was conducted to assess the behavioral characteristics of PIRs and AISs
Summary
Social platforms have emerged to meet the social and entertainment needs of elderly individuals who have been exposed to social e-commerce. OldKids, the first and by far the largest virtual platform for seniors in mainland China, provides online and offline computer training for seniors and a virtual space where seniors can interact [1]. Tangdou, another famous elderly social platform with RMB 100 million in financing gathers elderly square dance fans, provides square dance teaching services, and promotes interaction among platform members [2]
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