{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,3]],"date-time":"2026-01-03T21:04:28Z","timestamp":1767474268810,"version":"3.41.2"},"reference-count":101,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2023,12,19]],"date-time":"2023-12-19T00:00:00Z","timestamp":1702944000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["QMR"],"published-print":{"date-parts":[[2024,1,5]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>A netnographic approach was used to comprehensively analyse older consumers\u2019 online communities on Facebook, namely, \u201cSilversurfers\u201d. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive\/informative oriented, affective\/emotional oriented, co-creation\/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective\/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors\u2019 knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/qmr-02-2023-0026","type":"journal-article","created":{"date-parts":[[2023,12,15]],"date-time":"2023-12-15T07:07:07Z","timestamp":1702624027000},"page":"129-155","source":"Crossref","is-referenced-by-count":7,"title":["\u201cOlder consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework\u201d"],"prefix":"10.1108","volume":"27","author":[{"given":"Jitpisut","family":"Bubphapant","sequence":"first","affiliation":[]},{"given":"Am\u00e9lia","family":"Brand\u00e3o","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,12,19]]},"reference":[{"issue":"1","key":"key2024010510434469100_ref001","doi-asserted-by":"publisher","first-page":"9","DOI":"10.30958\/AJSS.7-1-1","article-title":"Doing social research on online communities: the benefits of netnography","volume":"7","year":"2019","journal-title":"Athens Journal of Social Sciences"},{"issue":"3","key":"key2024010510434469100_ref002","doi-asserted-by":"publisher","first-page":"19","DOI":"10.1509\/jmkg.69.3.19.66363","article-title":"The social influence of brand community: evidence from European car clubs","volume":"69","year":"2005","journal-title":"Journal of Marketing"},{"issue":"1-2","key":"key2024010510434469100_ref003","doi-asserted-by":"publisher","first-page":"117","DOI":"10.1080\/10696679.2017.1389244","article-title":"A dyadic examination of inspirational factors driving B2B social media influence","volume":"26","year":"2018","journal-title":"Journal of Marketing Theory and Practice, Routledge"},{"issue":"2","key":"key2024010510434469100_ref004","doi-asserted-by":"publisher","first-page":"204","DOI":"10.1108\/JHTT-12-2017-0136","article-title":"The role of website stimuli of experience on engagement and brand advocacy","volume":"9","year":"2018","journal-title":"Journal of Hospitality and Tourism Technology"},{"issue":"1","key":"key2024010510434469100_ref005","doi-asserted-by":"publisher","first-page":"24","DOI":"10.1177\/106480460401200107","article-title":"The silver surfer: Making the internet usable for seniors","volume":"12","year":"2016","journal-title":"Ergonomics in Design: The Quarterly of Human Factors Applications"},{"issue":"5","key":"key2024010510434469100_ref006","doi-asserted-by":"publisher","first-page":"1411","DOI":"10.1108\/EJM-01-2018-0007","article-title":"Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives","volume":"55","year":"2021","journal-title":"European Journal of Marketing"},{"issue":"1","key":"key2024010510434469100_ref007","doi-asserted-by":"publisher","first-page":"105","DOI":"10.1016\/J.JBUSRES.2011.07.029","article-title":"Consumer engagement in a virtual brand community: an exploratory analysis","volume":"66","year":"2013","journal-title":"Journal of Business Research, Elsevier"},{"issue":"2","key":"key2024010510434469100_ref008","doi-asserted-by":"publisher","first-page":"142","DOI":"10.1016\/J.AUSMJ.2020.01.001","article-title":"Digital content marketing as a catalyst for e-WOM in food tourism","volume":"29","year":"2021","journal-title":"Australasian Marketing Journal, SAGE Publications Ltd"},{"key":"key2024010510434469100_ref009","doi-asserted-by":"publisher","DOI":"10.1111\/IJCS.12984","article-title":"Content marketing research: a review and research agenda","year":"2023","journal-title":"International Journal of Consumer Studies"},{"issue":"1","key":"key2024010510434469100_ref010","doi-asserted-by":"publisher","first-page":"185","DOI":"10.17645\/mac.v10i1.4728","article-title":"Promoting social media engagement via branded content communication: a fashion brands study on Instagram","volume":"10","year":"2022","journal-title":"Media and Communication"},{"key":"key2024010510434469100_ref011","doi-asserted-by":"publisher","first-page":"293","DOI":"10.1016\/j.techfore.2014.08.007","article-title":"Silver surfers adopting and using facebook? A quantitative study of Hertfordshire, UK applied to organizational and social change","volume":"89","year":"2014","journal-title":"Technological Forecasting and Social Change"},{"issue":"4","key":"key2024010510434469100_ref012","doi-asserted-by":"publisher","first-page":"458","DOI":"10.1108\/OIR-06-2015-0176","article-title":"Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics","volume":"40","year":"2016","journal-title":"Online Information Review"},{"key":"key2024010510434469100_ref013","article-title":"A social media marketing typology: classifying brand Facebook page messages for strategic consumer engagement","volume":"46","year":"2013","journal-title":"Ecis 2013 Completed Research"},{"issue":"1","key":"key2024010510434469100_ref014","doi-asserted-by":"publisher","first-page":"166","DOI":"10.1111\/JOCA.12082","article-title":"Brand iconicity vs. Anti-Consumption Well-Being concerns: the Nutella Palm oil conflict","volume":"50","year":"2016","journal-title":"Journal of Consumer Affairs, John Wiley and Sons, Ltd"},{"key":"key2024010510434469100_ref015","doi-asserted-by":"publisher","first-page":"375","DOI":"10.1080\/0267257X.2017.1302975","article-title":"Social media engagement: a model of antecedents and relational outcomes","volume":"33","year":"2017","journal-title":"Journal of Marketing Management, Laurence Dessart"},{"issue":"4","key":"key2024010510434469100_ref016","doi-asserted-by":"publisher","first-page":"506","DOI":"10.1080\/16184742.2020.1806897","article-title":"Athlete branding via social media: examining the factors influencing consumer engagement on Instagram","volume":"22","year":"2022","journal-title":"European Sport Management Quarterly, Routledge"},{"issue":"1","key":"key2024010510434469100_ref017","doi-asserted-by":"publisher","DOI":"10.4102\/SAJIM.V19I1.866","article-title":"The role of content marketing in social media content communities","volume":"19","year":"2017","journal-title":"SA Journal of Information Management, AOSIS"},{"key":"key2024010510434469100_ref018","doi-asserted-by":"publisher","first-page":"102","DOI":"10.1016\/J.INTMAR.2018.07.002","article-title":"A consumer-based taxonomy of digital customer engagement practices","volume":"44","year":"2018","journal-title":"Journal of Interactive Marketing, No Longer Published by Elsevier"},{"issue":"1","key":"key2024010510434469100_ref019","doi-asserted-by":"publisher","first-page":"5","DOI":"10.31165\/NK.2017.101.494","article-title":"Jumping the digital divide: How do \u2018silver surfers\u2019 and \u2018digital immigrants\u2019 use social media?","volume":"10","year":"2017","journal-title":"Networking Knowledge: Journal of the MeCCSA Postgraduate Network, Networking Knowledge MeCCSA PGN Journal"},{"issue":"3","key":"key2024010510434469100_ref020","doi-asserted-by":"crossref","first-page":"102","DOI":"10.24018\/ejsocial.2023.3.3.459","article-title":"Uncovering cyberbullying themes from unconsented Facebook Pitik post through text mining techniques","volume":"3","year":"2023","journal-title":"European Journal of Humanities and Social Sciences"},{"key":"key2024010510434469100_ref021","doi-asserted-by":"publisher","first-page":"597","DOI":"10.1016\/J.TOURMAN.2016.09.015","article-title":"Customer engagement with tourism social media brands","volume":"59","year":"2017","journal-title":"Tourism Management, Pergamon"},{"key":"key2024010510434469100_ref022","doi-asserted-by":"publisher","first-page":"1088619","DOI":"10.3389\/FPSYG.2022.1088619","article-title":"Understanding the consumers\u2019 multi-competing brand community engagement: a mix method approach","volume":"13","year":"2023","journal-title":"Frontiers in Psychology"},{"issue":"6","key":"key2024010510434469100_ref023","doi-asserted-by":"publisher","first-page":"657","DOI":"10.1108\/JSM-08-2017-0294","article-title":"Netnography as a tool for understanding customers: implications for service research and practice","volume":"32","year":"2018","journal-title":"Journal of Services Marketing"},{"issue":"1","key":"key2024010510434469100_ref024","doi-asserted-by":"publisher","first-page":"102","DOI":"10.1037\/A0025167","article-title":"Odyssey\u2019s end: lay conceptions of nostalgia reflect its original Homeric meaning","volume":"12","year":"2012","journal-title":"Emotion"},{"key":"key2024010510434469100_ref025","doi-asserted-by":"publisher","first-page":"257","DOI":"10.4135\/9780857020055.N14","article-title":"Virtual ethnography: modes, varieties, affordances","volume-title":"The SAGE Handbook of Online Research Methods","year":"2012"},{"issue":"7\/8","key":"key2024010510434469100_ref026","first-page":"785","article-title":"Demystifying customer brand engagement: Exploring the loyalty nexus","volume":"27","year":"2011","journal-title":"Journal of Marketing Management"},{"key":"key2024010510434469100_ref027","doi-asserted-by":"publisher","first-page":"27","DOI":"10.1016\/j.intmar.2018.07.003","article-title":"Digital content marketing\u2019s role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications","volume":"45","year":"2019","journal-title":"Journal of Interactive Marketing"},{"key":"key2024010510434469100_ref028","doi-asserted-by":"publisher","first-page":"133","DOI":"10.1007\/978-981-13-3693-5_9","article-title":"Using netnography to research older adults\u2019 online communities","volume-title":"Ageing and Digital Technology: Designing and Evaluating Emerging Technologies for Older Adults","year":"2019"},{"key":"key2024010510434469100_ref029","doi-asserted-by":"publisher","first-page":"164","DOI":"10.1016\/j.indmarman.2015.07.002","article-title":"Harnessing marketing automation for B2B content marketing","volume":"54","year":"2016","journal-title":"Industrial Marketing Management"},{"key":"key2024010510434469100_ref030","first-page":"104","article-title":"Mapping the field of automated data collection on the web: Collection approaches, data types, and research logic","volume-title":"Computational Social Science in the Age of Big Data. Concepts, Methodologies, Tools, and Application","year":"2018"},{"volume-title":"Facepager. An Application for Automated Data Retrieval on the Web","year":"2019","key":"key2024010510434469100_ref031"},{"issue":"14","key":"key2024010510434469100_ref032","doi-asserted-by":"publisher","first-page":"1342","DOI":"10.1080\/10447318.2020.1749817","article-title":"How can online communities support resilience factors among older adults","volume":"36","year":"2020","journal-title":"International Journal of Human\u2013Computer Interaction, Taylor and Francis"},{"issue":"2","key":"key2024010510434469100_ref033","doi-asserted-by":"publisher","first-page":"160","DOI":"10.1057\/DDDMP.2012.37","article-title":"From customer loyalty to social advocacy","volume":"14","year":"2012","journal-title":"Journal of Direct, Data and Digital Marketing Practice, Palgrave"},{"issue":"1","key":"key2024010510434469100_ref034","doi-asserted-by":"publisher","first-page":"4","DOI":"10.1108\/JRIM-05-2014-0023","article-title":"Analyzing media types and content orientations in Facebook for global brands","volume":"9","year":"2015","journal-title":"Journal of Research in Interactive Marketing"},{"volume-title":"Netnography: Doing Ethnographic Research Online","year":"2010","key":"key2024010510434469100_ref035"},{"edition":"2nd ed.","volume-title":"Netnograpgy: Redifined","year":"2015","key":"key2024010510434469100_ref036"},{"volume-title":"Netnography: The Essential Guide to Qualitative Social Media Research","year":"2019","key":"key2024010510434469100_ref037"},{"issue":"4","key":"key2024010510434469100_ref038","doi-asserted-by":"publisher","first-page":"940","DOI":"10.3390\/SOCSCI4040940","article-title":"Population aging: an emerging research agenda for sustainable development","volume":"4","year":"2015","journal-title":"Social Sciences, MDPI AG"},{"issue":"1","key":"key2024010510434469100_ref039","doi-asserted-by":"publisher","first-page":"84","DOI":"10.1177\/1938965512458360","article-title":"Spreading social media messages on facebook: an analysis of restaurant business-to-Consumer communications","volume":"54","year":"2013","journal-title":"Cornell Hospitality Quarterly, SAGE Publications Inc"},{"issue":"5","key":"key2024010510434469100_ref040","doi-asserted-by":"publisher","first-page":"104","DOI":"10.1509\/JMKG.74.5.104","article-title":"Why do older consumers buy older brands? The role of attachment and declining innovativeness","volume":"74","year":"2010","journal-title":"Journal of Marketing"},{"issue":"1","key":"key2024010510434469100_ref041","doi-asserted-by":"publisher","first-page":"87","DOI":"10.1080\/03003930.2020.1870958","article-title":"Harnessing the power of dialogue: examining the impact of facebook content on citizens\u2019 engagement","volume":"48","year":"2022","journal-title":"Local Government Studies"},{"issue":"13","key":"key2024010510434469100_ref042","doi-asserted-by":"publisher","first-page":"1935","DOI":"10.1177\/10497323221124979","article-title":"\u2018You are by no means alone\u2019: a netnographic study of Self-Care support in an online community for older adults","volume":"32","year":"2022","journal-title":"Qualitative Health Research"},{"volume-title":"Content Marketing: Think like a Publisher\u2013How to Use Content to Market Online and in Social Media","year":"2012","key":"key2024010510434469100_ref043"},{"key":"key2024010510434469100_ref044","doi-asserted-by":"publisher","first-page":"325","DOI":"10.1016\/J.JBUSRES.2022.04.068","article-title":"Customer engagement and social media: Revisiting the past to inform the future","volume":"148","year":"2022","journal-title":"Journal of Business Research, Elsevier"},{"key":"key2024010510434469100_ref045","doi-asserted-by":"publisher","first-page":"439","DOI":"10.1016\/J.JBUSRES.2021.11.014","article-title":"Past, present, and future of customer engagement","volume":"140","year":"2022","journal-title":"Journal of Business Research, Elsevier"},{"issue":"3","key":"key2024010510434469100_ref046","doi-asserted-by":"publisher","first-page":"376","DOI":"10.1080\/02650487.2020.1788311","article-title":"Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty","volume":"40","year":"2021","journal-title":"International Journal of Advertising, Taylor and Francis Ltd"},{"issue":"3","key":"key2024010510434469100_ref047","doi-asserted-by":"publisher","first-page":"367","DOI":"10.1080\/10496491.2019.1557815","article-title":"How fashion brands engage on social media: a netnography approach","volume":"25","year":"2019","journal-title":"Journal of Promotion Management, Routledge"},{"issue":"3","key":"key2024010510434469100_ref048","doi-asserted-by":"publisher","DOI":"10.1177\/2056305120940703","article-title":"What you can scrape and what is right to scrape: a proposal for a tool to collect public Facebook data","volume":"6","year":"2020","journal-title":"Social Media and Society, SAGE Publications Ltd"},{"issue":"1","key":"key2024010510434469100_ref049","doi-asserted-by":"publisher","first-page":"61","DOI":"10.1002\/CB.1854","article-title":"Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model","volume":"20","year":"2021","journal-title":"Journal of Consumer Behaviour"},{"key":"key2024010510434469100_ref050","doi-asserted-by":"publisher","first-page":"399","DOI":"10.1007\/978-3-319-67056-0_19","article-title":"Text mining and analytics: a case study from news channels posts on facebook","volume-title":"Studies in Computational Intelligence","year":"2018"},{"volume-title":"AI-Assisted Content Analysis of Hotels\u2019 Visual Social Media Communication during the Pandemic: A Case Luxury Hotel in Italy","year":"2023","key":"key2024010510434469100_ref051"},{"issue":"4","key":"key2024010510434469100_ref052","doi-asserted-by":"publisher","first-page":"387","DOI":"10.1108\/JSM-08-2016-0320","article-title":"Consequences of customer engagement and customer self-brand connection","volume":"32","year":"2018","journal-title":"Journal of Services Marketing"},{"issue":"3","key":"key2024010510434469100_ref053","doi-asserted-by":"publisher","first-page":"300","DOI":"10.1007\/s12126-015-9224-4","article-title":"Silver surfers search for gold: a study into the online Information-Seeking skills of those over fifty","volume":"40","year":"2015","journal-title":"Ageing International"},{"issue":"1","key":"key2024010510434469100_ref054","doi-asserted-by":"crossref","first-page":"13","DOI":"10.2501\/IJA-30-1-013-046","article-title":"Introducing COBRAs: Exploring motivations for brand-related social media use","volume":"30","year":"2011","journal-title":"International Journal of Advertising"},{"issue":"4","key":"key2024010510434469100_ref055","doi-asserted-by":"publisher","DOI":"10.1177\/2158244020983005","article-title":"Role of brand love and consumers\u2019 demographics in building consumer\u2013brand relationship","volume":"10","year":"2020","journal-title":"SAGE Open"},{"issue":"2","key":"key2024010510434469100_ref056","doi-asserted-by":"publisher","first-page":"226","DOI":"10.1093\/GERONT\/GNQ084","article-title":"The fun culture in seniors\u2019 online communities","volume":"51","year":"2011","journal-title":"The Gerontologist"},{"issue":"1","key":"key2024010510434469100_ref057","doi-asserted-by":"publisher","first-page":"1","DOI":"10.15353\/joci.v8i1.3062","article-title":"Online communities as a resource in older adults\u2019 tourism","volume":"8","year":"2012","journal-title":"The Journal of Community Informatics"},{"issue":"3","key":"key2024010510434469100_ref058","doi-asserted-by":"publisher","first-page":"247","DOI":"10.1080\/02614367.2012.697697","article-title":"The benefits of and constraints to participation in seniors\u2019 online communities","volume":"33","year":"2014","journal-title":"Leisure Studies"},{"issue":"3","key":"key2024010510434469100_ref059","doi-asserted-by":"publisher","first-page":"526","DOI":"10.1080\/13607863.2020.1861213","article-title":"Technostress in a hostile world: older internet users before and during the COVID-19 pandemic","volume":"26","year":"2022","journal-title":"Aging and Mental Health, Routledge"},{"issue":"5","key":"key2024010510434469100_ref060","doi-asserted-by":"publisher","first-page":"960","DOI":"10.1093\/GERONT\/GNX032","article-title":"Laughing off the stereotypes: age and aging in seniors\u2019 online Sex-Related humor","volume":"58","year":"2018","journal-title":"The Gerontologist"},{"issue":"5","key":"key2024010510434469100_ref061","doi-asserted-by":"publisher","first-page":"988","DOI":"10.1093\/JCR\/UCY032","article-title":"Cutting through content clutter: how speech and image acts drive consumer sharing of social media brand messages","volume":"45","year":"2019","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"key2024010510434469100_ref062","doi-asserted-by":"publisher","first-page":"375","DOI":"10.1108\/JPBM-10-2015-1018","article-title":"Online brand communities as heterogeneous gatherings: a netnographic exploration of apple users","volume":"26","year":"2017","journal-title":"Journal of Product and Brand Management"},{"issue":"4","key":"key2024010510434469100_ref063","doi-asserted-by":"publisher","first-page":"685","DOI":"10.1007\/S10551-013-1979-5","article-title":"Corporate social responsibility and brand advocacy in business-to-Business market: the mediated moderating effect of attribution","volume":"126","year":"2015","journal-title":"Journal of Business Ethics"},{"issue":"6","key":"key2024010510434469100_ref064","doi-asserted-by":"publisher","first-page":"782","DOI":"10.1002\/MAR.21337","article-title":"I am who I am: Sharing photos on social media by older consumers and its influence on subjective well-being","volume":"37","year":"2020","journal-title":"Psychology and Marketing"},{"key":"key2024010510434469100_ref065","doi-asserted-by":"publisher","DOI":"10.1016\/J.JRETCONSER.2019.101893","article-title":"Examining older consumers\u2019 loyalty towards older brands in grocery retailing","volume":"52","year":"2020","journal-title":"Journal of Retailing and Consumer Services"},{"volume-title":"Digital Ethnography: Principles and Practice","year":"2015","key":"key2024010510434469100_ref066"},{"issue":"4","key":"key2024010510434469100_ref067","doi-asserted-by":"crossref","first-page":"843","DOI":"10.1007\/s13278-013-0098-8","article-title":"Online engagement factors on Facebook brand pages","volume":"3","year":"2013","journal-title":"Social Network Analysis and Mining"},{"key":"key2024010510434469100_ref068","doi-asserted-by":"publisher","first-page":"101926","DOI":"10.1016\/J.TELE.2022.101926","article-title":"Factors influencing users\u2019 post replying behavior in a senior online community: an empirical investigation","volume":"77","year":"2023","journal-title":"Telematics and Informatics, Pergamon"},{"issue":"2","key":"key2024010510434469100_ref069","doi-asserted-by":"publisher","first-page":"226","DOI":"10.1108\/CCIJ-04-2021-0046","article-title":"The social network antecedents to consumer engagement: revealing how consumers\u2019 conversations influence online engagement behaviors","volume":"27","year":"2022","journal-title":"Corporate Communications: An International Journal"},{"key":"key2024010510434469100_ref070","doi-asserted-by":"publisher","first-page":"153","DOI":"10.1007\/978-3-8349-4291-3_12","article-title":"Social media marketing: how design features influence interactions with brand postings on Facebook","volume-title":"Advances in Advertising Research (Vol. III)","year":"2012"},{"issue":"4","key":"key2024010510434469100_ref071","doi-asserted-by":"publisher","first-page":"295","DOI":"10.1108\/JRIM-01-2013-0009","article-title":"A mixed-method approach to examining brand-consumer interactions driven by social media","volume":"7","year":"2013","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"6","key":"key2024010510434469100_ref072","doi-asserted-by":"publisher","first-page":"1001","DOI":"10.1016\/J.EMJ.2014.05.001","article-title":"Factors influencing popularity of branded content in Facebook fan pages","volume":"32","year":"2014","journal-title":"European Management Journal, Pergamon"},{"issue":"3","key":"key2024010510434469100_ref073","doi-asserted-by":"publisher","first-page":"1247","DOI":"10.1108\/IJCHM-02-2018-0108","article-title":"Social media, customer engagement and advocacy: an empirical investigation using Twitter data for quick service restaurants","volume":"31","year":"2019","journal-title":"International Journal of Contemporary Hospitality Management"},{"key":"key2024010510434469100_ref074","doi-asserted-by":"publisher","first-page":"222","DOI":"10.1016\/J.CHB.2019.03.031","article-title":"Understanding differentiated internet use in older adults: a study of informational, social, and instrumental online activities","volume":"97","year":"2019","journal-title":"Computers in Human Behavior, Pergamon"},{"issue":"2","key":"key2024010510434469100_ref075","doi-asserted-by":"publisher","first-page":"86","DOI":"10.1108\/JRIM-12-2012-0054","article-title":"Social media\u2019s slippery slope: challenges, opportunities and future research directions","volume":"7","year":"2013","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"1","key":"key2024010510434469100_ref076","doi-asserted-by":"publisher","first-page":"26","DOI":"10.1080\/15332861.2017.1423533","article-title":"The future scope of Netnography and social network analysis in the field of marketing","volume":"17","year":"2018","journal-title":"Journal of Internet Commerce"},{"issue":"5","key":"key2024010510434469100_ref077","doi-asserted-by":"publisher","first-page":"629","DOI":"10.1080\/10496491.2013.829160","article-title":"Social media, social me: a content analysis of beauty companies\u2019 use of Facebook in marketing and branding","volume":"19","year":"2013","journal-title":"Journal of Promotion Management"},{"issue":"2","key":"key2024010510434469100_ref078","doi-asserted-by":"publisher","first-page":"102","DOI":"10.1016\/J.INTMAR.2012.01.002","article-title":"How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?","volume":"26","year":"2012","journal-title":"Journal of Interactive Marketing"},{"key":"key2024010510434469100_ref079","doi-asserted-by":"publisher","first-page":"156","DOI":"10.1016\/J.IJINFOMGT.2017.12.002","article-title":"Social media analytics \u2013 challenges in topic discovery, data collection, and data preparation","volume":"39","year":"2018","journal-title":"International Journal of Information Management"},{"issue":"4","key":"key2024010510434469100_ref080","doi-asserted-by":"publisher","first-page":"406","DOI":"10.1016\/J.IJRESMAR.2012.06.001","article-title":"Drivers of consumer\u2013brand identification","volume":"29","year":"2012","journal-title":"International Journal of Research in Marketing, North-Holland"},{"issue":"2","key":"key2024010510434469100_ref081","doi-asserted-by":"publisher","first-page":"161","DOI":"10.1080\/13527266.2022.2154065","article-title":"Is this advertising or not, and do I care? Perceptions of and opinions regarding hybrid forms of content","volume":"29","year":"2023","journal-title":"Journal of Marketing Communications, Routledge"},{"issue":"4","key":"key2024010510434469100_ref082","doi-asserted-by":"publisher","first-page":"269","DOI":"10.1108\/JRIM-05-2013-0026","article-title":"Spreading the word through likes on Facebook: evaluating the message strategy effectiveness of fortune 500 companies","volume":"7","year":"2013","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"4","key":"key2024010510434469100_ref083","doi-asserted-by":"publisher","DOI":"10.1093\/JCMC\/ZMAC011","article-title":"A typology of social media rituals","volume":"27","year":"2022","journal-title":"Journal of Computer-Mediated Communication"},{"issue":"2","key":"key2024010510434469100_ref084","doi-asserted-by":"publisher","first-page":"76","DOI":"10.1080\/15252019.2013.826549","article-title":"Motivations and antecedents of consumer engagement with brand pages on social networking sites","volume":"13","year":"2013","journal-title":"Journal of Interactive Advertising, Informa UK Limited"},{"key":"key2024010510434469100_ref085","first-page":"55","article-title":"You\u2019re nothing without me: What consumers contribute to brands","volume-title":"Psychology of Branding, NOVA","year":"2013"},{"issue":"1","key":"key2024010510434469100_ref086","doi-asserted-by":"publisher","first-page":"59","DOI":"10.1108\/JOE-11-2012-0048","article-title":"(re)locating boundaries: a systematic review of online ethnography","volume":"3","year":"2014","journal-title":"Journal of Organizational Ethnography"},{"issue":"6","key":"key2024010510434469100_ref087","first-page":"353","article-title":"Literature review on conceptualisation of online consumer engagement","volume":"371","year":"2017","journal-title":"Handel Wewn\u0119trzny"},{"issue":"5","key":"key2024010510434469100_ref088","doi-asserted-by":"publisher","DOI":"10.2196\/JMIR.6853","article-title":"Diversity in older adults\u2019 use of the internet: Identifying subgroups through latent class analysis","volume":"19","year":"2017","journal-title":"Journal of Medical Internet Research"},{"issue":"3","key":"key2024010510434469100_ref089","doi-asserted-by":"publisher","first-page":"253","DOI":"10.1177\/1094670510375599","article-title":"Customer engagement behavior: theoretical foundations and research directions","volume":"13","year":"2010","journal-title":"Journal of Service Research, SAGE Publications Inc"},{"issue":"2","key":"key2024010510434469100_ref090","doi-asserted-by":"publisher","first-page":"239","DOI":"10.1108\/JRIM-01-2020-0010","article-title":"Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions","volume":"14","year":"2020","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"2","key":"key2024010510434469100_ref091","doi-asserted-by":"crossref","first-page":"122","DOI":"10.2753\/MTP1069-6679200201","article-title":"Customer engagement: exploring customer relationships beyond purchase","volume":"20","year":"2012","journal-title":"Journal of Marketing Theory and Practice, Taylor and Francis"},{"issue":"2","key":"key2024010510434469100_ref092","doi-asserted-by":"publisher","first-page":"128","DOI":"10.1057\/BM.2012.45","article-title":"Facebook friendship and brand advocacy","volume":"20","year":"2012","journal-title":"Journal of Brand Management"},{"issue":"4","key":"key2024010510434469100_ref093","doi-asserted-by":"publisher","first-page":"106","DOI":"10.1016\/J.INTMAR.2021.07.001","article-title":"Branded content experience in social media: conceptualization, scale development, and validation","volume":"56","year":"2021","journal-title":"Journal of Interactive Marketing, Elsevier Inc"},{"issue":"8","key":"key2024010510434469100_ref094","doi-asserted-by":"publisher","first-page":"1030","DOI":"10.1080\/09658211.2018.1470645","article-title":"Sociality and intergenerational transfer of older adults\u2019 nostalgia","volume":"26","year":"2018","journal-title":"Memory"},{"issue":"1\/2","key":"key2024010510434469100_ref095","doi-asserted-by":"publisher","first-page":"99","DOI":"10.1080\/10696679.2017.1389246","article-title":"Navigating online brand advocacy (oba): an exploratory analysis","volume":"26","year":"2018","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"4","key":"key2024010510434469100_ref096","doi-asserted-by":"publisher","first-page":"415","DOI":"10.1108\/JPBM-10-2018-2090","article-title":"Online brand advocacy (OBA): the development of a multiple item scale","volume":"29","year":"2020","journal-title":"Journal of Product and Brand Management"},{"issue":"2\/3","key":"key2024010510434469100_ref097","doi-asserted-by":"publisher","first-page":"301","DOI":"10.1177\/10949968231155156","article-title":"Selecting, optimizing, and compensating during lockdown: How older consumers use social networking services to improve social well-being","volume":"58","year":"2023","journal-title":"Journal of Interactive Marketing"},{"issue":"1","key":"key2024010510434469100_ref098","doi-asserted-by":"publisher","first-page":"17","DOI":"10.1057\/JT.2009.29","article-title":"Applying netnography to market research: the case of the online forum","volume":"18","year":"2010","journal-title":"Journal of Targeting, Measurement and Analysis for Marketing"},{"issue":"7","key":"key2024010510434469100_ref099","doi-asserted-by":"publisher","first-page":"1007","DOI":"10.1108\/MIP-11-2019-0559","article-title":"Planning a goal-oriented B2B content marketing strategy","volume":"38","year":"2020","journal-title":"Marketing Intelligence and Planning"},{"issue":"4","key":"key2024010510434469100_ref0100","doi-asserted-by":"publisher","first-page":"657","DOI":"10.1080\/13607863.2020.1711858","article-title":"Internet use and mental health problems among older people in shanghai, China: the moderating roles of chronic diseases and household income","volume":"25","year":"2021","journal-title":"Aging and Mental Health"},{"issue":"2","key":"key2024010510434469100_ref0101","doi-asserted-by":"publisher","first-page":"239","DOI":"10.1108\/EL-10-2019-0225","article-title":"What is discussed about eldercare?: A netnography study on a Chinese online community for older adults","volume":"38","year":"2020","journal-title":"The Electronic Library"}],"container-title":["Qualitative Market Research: An International Journal"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/QMR-02-2023-0026\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/QMR-02-2023-0026\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T22:09:50Z","timestamp":1753394990000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/qmr\/article\/27\/1\/129-155\/1228494"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2023,12,19]]},"references-count":101,"journal-issue":{"issue":"1","published-online":{"date-parts":[[2023,12,19]]},"published-print":{"date-parts":[[2024,1,5]]}},"alternative-id":["10.1108\/QMR-02-2023-0026"],"URL":"https:\/\/doi.org\/10.1108\/qmr-02-2023-0026","relation":{},"ISSN":["1352-2752","1352-2752"],"issn-type":[{"type":"print","value":"1352-2752"},{"type":"electronic","value":"1352-2752"}],"subject":[],"published":{"date-parts":[[2023,12,19]]}}}