{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,19]],"date-time":"2026-03-19T22:36:25Z","timestamp":1773959785910,"version":"3.50.1"},"reference-count":103,"publisher":"Emerald","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,12,15]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers\u2019 content usage, content typology choices, and online brand advocacy (OBA).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/emjb-10-2023-0283","type":"journal-article","created":{"date-parts":[[2024,3,21]],"date-time":"2024-03-21T08:03:27Z","timestamp":1711008207000},"page":"27-53","source":"Crossref","is-referenced-by-count":9,"title":["Exploring ageing consumers\u2019 usage\u00a0of content marketing, content typology and online brand advocacy"],"prefix":"10.1108","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5588-880X","authenticated-orcid":true,"given":"Jitpisut","family":"Bubphapant","sequence":"first","affiliation":[{"name":"CEF.UP, School of Economics and Management, University of Porto , ,","place":["Porto, Portugal"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2751-7272","authenticated-orcid":true,"given":"Am\u00e9lia","family":"Brand\u00e3o","sequence":"additional","affiliation":[{"name":"CEF.UP, School of Economics and Management, University of Porto , ,","place":["Porto, Portugal"]}]}],"member":"140","published-online":{"date-parts":[[2024,3,22]]},"reference":[{"issue":"1","key":"2025120510521234200_ref001","doi-asserted-by":"publisher","first-page":"67","DOI":"10.1108\/MSAR-06-2022-0029","article-title":"Online brand advocacy for sustainable brands: a study in an emerging market","volume":"2","author":"Abdelrazek","year":"2022","journal-title":"Management and Sustainability: An Arab Review"},{"key":"2025120510521234200_ref002","doi-asserted-by":"publisher","first-page":"492","DOI":"10.1002\/9781119171386.CH19","volume-title":"Handbook of Practical Program Evaluation","author":"Adams","year":"2015","edition":"4th ed."},{"key":"2025120510521234200_ref003","doi-asserted-by":"publisher","DOI":"10.2139\/SSRN.3734389","article-title":"Factors affecting the online purchase intention during COVID-19 crisis: the case of Morocco","author":"Ait Youssef","year":"2020","journal-title":"SSRN Electronic Journal"},{"key":"2025120510521234200_ref004","doi-asserted-by":"publisher","DOI":"10.1108\/EJIM-05-2022-0259\/FULL\/XML","article-title":"The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter","author":"Aljarah","year":"2022","journal-title":"European Journal of Innovation Management"},{"issue":"4","key":"2025120510521234200_ref005","doi-asserted-by":"publisher","first-page":"691","DOI":"10.1093\/JCR\/UCY034","article-title":"When feeling younger depends on others: the effects of social cues on older consumers","volume":"45","author":"Amatulli","year":"2018","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"2025120510521234200_ref006","doi-asserted-by":"publisher","first-page":"523","DOI":"10.1002\/MAR.21320","article-title":"An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication","volume":"37","author":"Amatulli","year":"2020","journal-title":"Psychology and Marketing"},{"key":"2025120510521234200_ref007","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1007\/S10479-023-05261-1\/TABLES\/3","article-title":"Defining content marketing and its influence on online user behavior: a data-driven prescriptive analytics method","author":"Barbosa","year":"2023","journal-title":"Annals of Operations Research"},{"issue":"6","key":"2025120510521234200_ref008","doi-asserted-by":"publisher","first-page":"1133","DOI":"10.1086\/668536\/2\/M_39-6-1133-FIG001.JPEG","article-title":"Who are you calling old? 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