Understanding How Baby Boomers Use the Internet and Social Media to Improve the Engagement with Brands
Abstract: The emergence of the baby boomers, as a new group of people aged 55 to 75, with unique interests, media exposure and shopping habits, set a before and after in the language that brands must speak. The main objective of social media is to build engagement, and in the digital environment, it...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-35752022000100261 |
| Country: | Portugal |
| Oai: | oai:scielo:S2183-35752022000100261 |