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Title: Factors affecting the adoption to the use of social media for Thai elderly.
Authors: Pharroong Anuphongongarch
Keywords: Marketing and Management
Social media
Issue Date: 20-Nov-2017
Publisher: มหาวิทยาลัยมหิดล
Citation: 2017
Abstract: This main purpose of this research is aimed to determine the potential variables contributing to the adoption and use of social media for Thai elderly which is valuable for designing the essential features to support the older adults. The paper uses qualitative approaches for research methodology. In-depth telephone interview of 15 participants was conducted in Bangkok. The findings reveal several factors namely usefulness, belongingness, learning and self-competency and entertainment. The results also show that there were significant difference on the attributes of the adoption by gender. In addition, the study states the top social media platforms that have been adopted by Thai elderly. The analysis confirm the positive relationship between social capital and the improvement of well-being and life satisfaction. What is more, the research suggests that usefulness and social belonging were the most relevant factors for older adults in engaging social media. To take the opportunity of aging population by understanding the potential factors, businesses can adapt the strategy as well as develop a better solution to approach to this growing segment more effectively and that would allow them to optimize a chance of success in the business.
Other Identifiers: TP MM.029 2017
Appears in Collections:Thematic Paper

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