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Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Author(s): Wilson-Nash, Carolyn
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Title: Look Who’s Talking: Exploring Older Adults’ Organic Electronic Word-of-Mouth (eWOM)
Citation: Wilson-Nash C (2021) Look Who’s Talking: Exploring Older Adults’ Organic Electronic Word-of-Mouth (eWOM). 2021 eWOM Research Virtual Symposium, Virtual, 06.05.2021-07.05.2021.
Issue Date: 6-May-2021
Date Deposited: 25-May-2021
Conference Name: 2021 eWOM Research Virtual Symposium
Conference Dates: 2021-05-06 - 2021-05-07
Conference Location: Virtual
Abstract: An increasing number of older adults are using the Internet. As a result, online communities have become a popular and beneficial outlet for older adults to share stories and connect with each other. This generates copious eWOM relating to products and services, however, there is no research on older adults and their organic creation of and exposure to eWOM. This paper therefore analyses 622 threads and 42,318 replies from a social online community for older adults. This is with the intention to re-conceptualise existing eWOM frameworks to account for this under-researched consumer group and provide marketers with a holistic understanding.
Status: AM - Accepted Manuscript
Rights: Author retains copyright. Proper attribution of authorship and correct citation details should be given.

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