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

Izzal Asnira Zolkepli (), Pradeep Isawasan, Hasrina Mustafa and Lalitha Shamugam
Additional contact information
Izzal Asnira Zolkepli: Universiti Sains Malaysia
Pradeep Isawasan: Universiti Teknologi MARA
Hasrina Mustafa: Universiti Sains Malaysia
Lalitha Shamugam: Isentia Malaysia

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 209-224 from Springer

Abstract: Abstract 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.

Keywords: Ageing society; Geriatric; Social media usage; Digital inclusiveness; Stress-Strain-Outcome model; Good health and wellbeing; Digital marketing (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_22

Ordering information: This item can be ordered from
http://www.springer.com/9783030765200

DOI: 10.1007/978-3-030-76520-0_22

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().