A study on acceptance level of social media marketing among baby boomers

A Sri Ramulu, Ganesh Rao (2023) A study on acceptance level of social media marketing among baby boomers. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social media has become into a great component for online marketing events. Online marketing events have benefited greatly from the use of social media. Social networking services have improved social interactions in the virtual world. The social media marketing has been a big influence among the baby boomers. They valued the ability to communicate with their children and grand kids, but voiced concerns about the reliability of information or being overwhelmed by technological needs. As more baby boomers stay in the workforce for longer periods of time, their effect on the economy continues to have an impact on the economy. The baby boomers are the only demographic that is seeing an increase in employment. This study provides an overview of a study on acceptance level of social media marketing among baby boomers in the state of Malacca to analyze the findings about the acceptance level of social media marketing among the baby boomer’s generation. This study will provide some theoretical and practical guidelines on baby boomers' acceptance of social media marketing. The Baby Boomer generation is the oldest participant in this research and has had the most recent and briefest exposure to technology and social media. Because of the characteristics of their generation, Baby Boomers did not pay much attention to issues relating to technology or social networks and did not have many opportunities to access and adopt the new "tricks," which led to their lack of knowledge regarding the dangers of information sharing on social networks. The adoption of social media marketing for baby boomers is positive and welcomed by the baby boomers. Although the baby boomers experience certain challenges, they all agree that social media marketing is a good platform to purchase or sell items and services. The attitude of baby boomers to social media marketing is positive. They are well-versed in social media marketing platforms such as Facebook, Instagram, Twitter, Tiktok, Reddit, and WhatsApp. They accept and are unconcerned with social media marketing.

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