ONLINE MARKETING STRATEGIES & OLDER POPULATION.

Abstract

This thematic aims to explore the effects of different marketing strategies on online purchasing behavior of older adults. A qualitative method in the form of in-depth interviews was utilized to gather insights on how content, influencers, and brand image impact tendency to buy and consumer’s decision making. The result implied that these elements were connected but in different altitudes among each individual, but all directed to quality information of the product, credibility of influencers, and brand image congruence. A marketing plan to target older adults should be formulated to fit the target segment’s preferences and lifestyle, which requires further research to be identifiable.