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 ‘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.
Original language | English |
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Title of host publication | 2015 Academy of Marketing Conference - The Magic in Marketing |
Editors | Lisa O'Malley |
Publication status | Published - 2015 |
Event | Academy of Marketing - Limerick, United Kingdom of Great Britain and Northern Ireland Duration: 06 Jul 2015 → 10 Jul 2015 |
Conference
Conference | Academy of Marketing |
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Country/Territory | United Kingdom of Great Britain and Northern Ireland |
City | Limerick |
Period | 06 Jul 2015 → 10 Jul 2015 |