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

Jan Breitsohl, David Dowell

Research output: Chapter in Book/Report/Conference proceedingConference Proceeding (Non-Journal item)

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 languageEnglish
Title of host publication2015 Academy of Marketing Conference - The Magic in Marketing
EditorsLisa O'Malley
Publication statusPublished - 2015
EventAcademy of Marketing - Limerick, United Kingdom of Great Britain and Northern Ireland
Duration: 06 Jul 201510 Jul 2015

Conference

ConferenceAcademy of Marketing
Country/TerritoryUnited Kingdom of Great Britain and Northern Ireland
CityLimerick
Period06 Jul 201510 Jul 2015

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