Analysis of the Effectiveness of Promotion Strategies of Social Platforms for the Elderly with Different Levels of Digital Literacy
Source abstract
Abstract
This paper aimed to examine the effectiveness of social platform promotion strategies for the elderly with different digital literacy. Despite extensive research on the development of youth-oriented social platforms, research on the development of social platforms specifically targeting older adults with varying levels of digital literacy is lacking. The elderly population is divided into passive information receivers (PIRs) and active information seekers (AISs) according to their information seeking expertise, and an empirical study was conducted to assess the behavioral characteristics of PIRs and AISs. Grounded in innovation diffusion research and our empirical results, an agent-based model was developed, and the impact of the proportion of PIRs on the macro result of the social platform adoption (i.e., market penetration) and the impact of promotional strategies on market penetration under different proportions of PIRs were analyzed. The results demonstrate a direct negative effect of the proportion of PIRs on market penetration and a moderating effect on the effectiveness of various promotional strategies.
Source: crossref · Quality: baseline
Research context
OpenAlex topics: Digital Marketing and Social Media · Technology Adoption and User Behaviour · Sharing Economy and Platforms
SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.
Affiliations
School of Management, Zhejiang University, Hangzhou 310058, China
SHU-UTS SILC Business School, Shanghai University, Shanghai 201800, China
Binhai Industrial Technology Research Institute of Zhejiang University, Tianjin 300301, China
Funding
National Key Research and Development Program of China · National Natural Science Foundation of China
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