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Older Consumers, Digital Marketing and Public Policy A Review and Research Agenda

Nunan, Daniel and Di Domenico, MariaLaura (2019) Older Consumers, Digital Marketing and Public Policy A Review and Research Agenda Journal of Public Policy and Marketing. pp. 1-15.

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Abstract

Addressing the challenges created by rapidly aging populations is a topic of intense interest for marketers, policy makers and researchers. However, relatively little research has been undertaken so far into the ways that older consumers are adopting or rejecting new digital technologies. With shifting economic power and growing digital adoption rates amongst older consumers, understanding how they adopt technology and use digital channels is becoming increasingly important to marketers. In order for marketers and policymakers to fully understand the future shape of a data-driven digital society, research must take more account of its influence across different older generational cohorts. This paper focuses on identifying research gaps across key digital marketing areas in relation to older-age consumers’ adoption and use of digital technology. Through a multidisciplinary review of the literature on aging, using the theoretical lens of generational cohorts, the authors identify key research challenges, opportunities, and implications for both marketers and policy makers.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Nunan, Daniel
Di Domenico, MariaLauraM.Didomenico@surrey.ac.uk
Date : 30 July 2019
DOI : 10.1177/0743915619858939
Copyright Disclaimer : Copyright © 2019 by American Marketing Association
Uncontrolled Keywords : Aging; Digital technology; Generational cohorts; Older consumers; Public policy
Depositing User : Clive Harris
Date Deposited : 11 Jun 2019 11:03
Last Modified : 09 Aug 2019 09:54
URI: http://epubs.surrey.ac.uk/id/eprint/851971

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