Article

Nostalgia and negotiation: The electronic word-of-mouth and social well-being of older consumers

Details

Citation

Wilson-Nash C & Pavlopoulou I (2024) Nostalgia and negotiation: The electronic word-of-mouth and social well-being of older consumers. Psychology and Marketing, 41 (3). https://doi.org/10.1002/mar.21933

Abstract
As older people turn to the internet for consumption and social connection, it is imperative to understand how online consumption behaviors, such as generating and absorbing electronic word-of-mouth (eWOM), influence feelings of belonging. This study therefore explores how organic conversations around brands, products, and services influence older consumers' social well-being. A 6-month netnography was conducted in a social media platform geared toward older consumers where eWOM activity was created relating to books, household items, technology, furniture, financial services, clothing, and leisure activities. The findings reveal four types of eWOM-nostalgic, seeking reassurance/advice, providing reassurance/advice, and negotiation, which create experiences of social well-being. This research contributes to the marketing literature by (1) exploring the implications of eWOM on consumer well-being (2) investigating how the social value of eWOM interacts with social well-being, and (3) developing pioneering knowledge of older consumers generating and absorbing eWOM.

Keywords
Electronic word of mouth; nostalgic consumption; older consumers; social media; social well-being

Journal
Psychology and Marketing: Volume 41, Issue 3

StatusPublished
Publication date31/03/2024
Publication date online29/10/2023
Date accepted by journal19/10/2023
URLhttp://hdl.handle.net/1893/35538
ISSN0742-6046
eISSN1520-6793

People (2)

Dr Ismini Pavlopoulou

Dr Ismini Pavlopoulou

Lecturer in Digital Marketing, Marketing & Retail

Dr Carolyn Wilson-Nash

Dr Carolyn Wilson-Nash

Senior Lecturer, Marketing & Retail