Understanding How Baby Boomers Use the Internet and Social Media to Improve the Engagement with Brands

Understanding How Baby Boomers Use the Internet and Social Media to Improve the Engagement with Brands

The emergence of the baby boomers, as a new group of people aged 55 to 75, with unique interests, media exposure and shopping habits, set a before and after in the language that brands must speak. The main objective of social media is to build engagement, and in the digital environment, it means en...

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Bibliographic Details
Main Authors: María-Victoria Carrillo-Durán, Soledad Ruano-López, M-Rosario Fernández-Falero, Javier Trabadela-Robles
Format: Article
Language:English
Published: Centro de Estudos de Comunicação e Sociedade (CECS) 2022-06-01
Series:Comunicação e Sociedade
Subjects:
ageing
social media
motivations
brand engagement
baby boomers
Online Access:https://revistacomsoc.pt/index.php/revistacomsoc/article/view/3516

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https://revistacomsoc.pt/index.php/revistacomsoc/article/view/3516

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