Of old witches, pigeonholes and online magic! An empirical update of the female silver surfer

Jan Breitsohl; David Dowell

Of old witches, pigeonholes and online magic! An empirical update of the female silver surfer

Jan Breitsohl, David Dowell

Rheolaeth a Busnes

Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion Cynhadledd › Trafodion Cynhadledd (Nid-Cyfnodolyn fathau)

Crynodeb

The purpose of this study is to investigate the rapidly growing and underresearched e-marketing segment of elderly female online consumers. Specifically, it is examined whether such ‘silver surfers’ differ in central personality traits, their complaint behaviour when dissatisfied and the way they seek and exercise interpersonal influence. Based on a large-scale online survey (n=2,219), the results of an ANOVA reveal that silver surfers differ significantly across seven age-segments (51-55, 56-60, 61-65, 66-70, 71-75, 76-80, 80+). Consequently, this study shows that silver surfers cannot be stereotyped into a single 50+ segment as commonly done by both researchers and practitioners.

Iaith wreiddiol	Saesneg
Teitl	2015 Academy of Marketing Conference - The Magic in Marketing
Golygyddion	Lisa O'Malley
Statws	Cyhoeddwyd - 2015
Digwyddiad	Academy of Marketing - Limerick, Teyrnas Unedig Prydain Fawr a Gogledd Iwerddon Hyd: 06 Gorff 2015 → 10 Gorff 2015

Cynhadledd

Cynhadledd	Academy of Marketing
Gwlad/Tiriogaeth	Teyrnas Unedig Prydain Fawr a Gogledd Iwerddon
Dinas	Limerick
Cyfnod	06 Gorff 2015 → 10 Gorff 2015

Mynediad at Ddogfen

http://programme.exordo.com/am2015/

Cysylltiad parhaol

Dolen barhaus

Ffeiliau eraill a chysylltiadau

http://hdl.handle.net/2160/38717

Dyfynnu hyn

@inproceedings{97d708b20cac415a97c6819e979b89e2,

title = "Of old witches, pigeonholes and online magic! An empirical update of the female silver surfer",

abstract = "The purpose of this study is to investigate the rapidly growing and underresearched e-marketing segment of elderly female online consumers. Specifically, it is examined whether such {\textquoteleft}silver surfers{\textquoteright} differ in central personality traits, their complaint behaviour when dissatisfied and the way they seek and exercise interpersonal influence. Based on a large-scale online survey (n=2,219), the results of an ANOVA reveal that silver surfers differ significantly across seven age-segments (51-55, 56-60, 61-65, 66-70, 71-75, 76-80, 80+). Consequently, this study shows that silver surfers cannot be stereotyped into a single 50+ segment as commonly done by both researchers and practitioners. ",

author = "Jan Breitsohl and David Dowell",

year = "2015",

language = "English",

isbn = "9781905952649",

editor = "Lisa O'Malley",

booktitle = "2015 Academy of Marketing Conference - The Magic in Marketing",

note = "Academy of Marketing ; Conference date: 06-07-2015 Through 10-07-2015",

}

TY - GEN

T1 - Of old witches, pigeonholes and online magic! An empirical update of the female silver surfer

AU - Breitsohl, Jan

AU - Dowell, David

PY - 2015

Y1 - 2015

N2 - The purpose of this study is to investigate the rapidly growing and underresearched e-marketing segment of elderly female online consumers. Specifically, it is examined whether such ‘silver surfers’ differ in central personality traits, their complaint behaviour when dissatisfied and the way they seek and exercise interpersonal influence. Based on a large-scale online survey (n=2,219), the results of an ANOVA reveal that silver surfers differ significantly across seven age-segments (51-55, 56-60, 61-65, 66-70, 71-75, 76-80, 80+). Consequently, this study shows that silver surfers cannot be stereotyped into a single 50+ segment as commonly done by both researchers and practitioners.

AB - The purpose of this study is to investigate the rapidly growing and underresearched e-marketing segment of elderly female online consumers. Specifically, it is examined whether such ‘silver surfers’ differ in central personality traits, their complaint behaviour when dissatisfied and the way they seek and exercise interpersonal influence. Based on a large-scale online survey (n=2,219), the results of an ANOVA reveal that silver surfers differ significantly across seven age-segments (51-55, 56-60, 61-65, 66-70, 71-75, 76-80, 80+). Consequently, this study shows that silver surfers cannot be stereotyped into a single 50+ segment as commonly done by both researchers and practitioners.

UR - http://hdl.handle.net/2160/38717

M3 - Conference Proceeding (Non-Journal item)

SN - 9781905952649

BT - 2015 Academy of Marketing Conference - The Magic in Marketing

A2 - O'Malley, Lisa

T2 - Academy of Marketing

Y2 - 6 July 2015 through 10 July 2015

ER -

Of old witches, pigeonholes and online magic! An empirical update of the female silver surfer

Crynodeb

Cynhadledd

Mynediad at Ddogfen

Cysylltiad parhaol

Ffeiliau eraill a chysylltiadau

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Dyfynnu hyn