Marketing strategies and consumer behavior in the digital age

Cockrill, Antje, Almoraish, Ahmed ORCID: https://orcid.org/0000-0002-4724-9204, Kethuda, Onder and Mushtaq, Tahir 2025. Marketing strategies and consumer behavior in the digital age. Presented at: Advances in Management and Innovation, Cardiff, UK, 21-22 May 2025.

PDF (Abtract) - Other Download (213kB)

Abstract

Much of the research on social media usage focuses on young adults, and more recently, older adults. This paper focuses on social media usage of middle-aged adults on Facebook. A mixed method approach is used to examine how this age group uses Facebook and engages with brands on the platform; and explores how their behaviour has changed over time. A set of strategic recommendations for brand engagement with this age group is then developed.

Item Type:	Conference or Workshop Item (Other)
Status:	Unpublished
Schools:	Schools > Business (Including Economics)
Date of First Compliant Deposit:	24 May 2025
Date of Acceptance:	18 February 2025
Last Modified:	26 Jun 2025 15:30
URI:	https://orca.cardiff.ac.uk/id/eprint/178493

Actions (repository staff only)

Edit Item