Exploring and explaining older consumers' behaviour in the boom of social media

Abstract

AbstractThe growing number of ageing consumers and their increasingly active engagement in social media platforms present a great opportunity for digital marketing to the grey market. However, the potential of this segment has been underrated by both marketers and marketing scholars. The empirical belief of senior consumers' technological illiteracy somewhat discourages industrial and academic approaches to seeking the answer to some critical questions such as what older consumers think about social media‐based advertising, influencers, or peer communications. Thus, this study aims to explore and explain older consumers' social media‐related behaviour through (a) delving into motives behind their frequently used social media site(s), (b) investigating older consumers' purchase behaviour aspects (i.e., determinant(s) to purchase decisions, favoured shopping modes), (c) discovering what senior consumers think about social media‐based advertising, influencers, and peer communications, and (d) evaluating the impact of social media on older consumers' purchase behaviour. Five key themes emerging from the adopted qualitative approach are (1) Facebook predominance, (2) Scepticism, (3) Price sensitivity, (4) Asymmetric social influences, and (5) Favoured physical store shopping. Each finding is demonstrated in a detailed causal explanation. Academic contributions and implications for social media marketers are highlighted and discussed.