<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-3575</journal-id>
<journal-title><![CDATA[Comunicação e Sociedade]]></journal-title>
<abbrev-journal-title><![CDATA[Comunicação e Sociedade]]></abbrev-journal-title>
<issn>2183-3575</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade - Universidade do Minho]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-35752022000100261</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.41(2022).3516</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Understanding How Baby Boomers Use the Internet and Social Media to Improve the Engagement with Brands]]></article-title>
<article-title xml:lang="pt"><![CDATA[Compreender Como os Baby Boomers Utilizam a Internet e os Média Sociais Para Melhorarem o Seu Engagement Com as Marcas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carrillo-Durán]]></surname>
<given-names><![CDATA[María-Victoria]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ruano-López]]></surname>
<given-names><![CDATA[Soledad]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández-Falero]]></surname>
<given-names><![CDATA[M-Rosario]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Trabadela-Robles]]></surname>
<given-names><![CDATA[Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Extremadura Facultad de Ciencias de la Documentación y la Comunicación Departamento de Información y Comunicación]]></institution>
<addr-line><![CDATA[Badajoz ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>41</volume>
<fpage>261</fpage>
<lpage>284</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752022000100261&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752022000100261&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752022000100261&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[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 means engaging both seniors and companies. For this, learning how they act in the digital environment is key. This paper aims to show how baby boomers behave in this environment, showing the challenges and advantages brands have to reach them effectively. Based on an exploratory and qualitative study with focus groups of senior internet and social network users from Portugal and Spain, the results show that analysing their habits of exposure to these media and the interests, brands do not seem to speak the same language they do, and that is why baby boomers do not feel engaged with them online. This work provides recommendations to get this engagement and improve the digital experience. In this line, to build this engagement, brands need to understand the variables of interest for baby boomers stemming from this study: affiliation and support. On the other hand, they must assume that this level of engagement will depend on establishing an active dialogue, with content targeted at different segments of the population, related to the variables above (affiliation and support), and to a degree enough to reach baby boomers emotionally.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: O aparecimento dos baby boomers, como um novo grupo de pessoas/consumidores entre os 55 e os 75 anos, com interesses, hábitos de exposição aos média e padrões de compra únicos, assinalou um marco importante sobre a linguagem das marcas. O principal objetivo dos média sociais é criar engagement com o intuito de gerar ligação e impactar tanto os seniores como as empresas, sendo necessário, para isso, compreender como atuam no meio digital. Este trabalho tem como principal objetivo mostrar como os baby boomers se comportam no meio digital, apresentando as vantagens e os desafios que as marcas enfrentam para os envolver de forma efetiva. Partindo de um estudo exploratório e qualitativo operacionalizado através de grupos de foco com internautas seniores, de Portugal e Espanha, que analisou os interesses e os hábitos de exposição deste público a esses meios, os resultados mostram que as marcas parecem não falar a mesma linguagem deste público e, por essa razão, os baby boomers não se sentem comprometidos com elas na internet. Este trabalho avança com um conjunto de recomendações passíveis de melhorar o engagement e a experiência digital dos mais velhos. Nesse sentido, para criar engagement, as marcas devem conseguir entender e descortinar quais são as variáveis e pontos de interesse dos baby boomers, como é o caso da afiliação e do apoio. Por outro lado, devem assumir que o nível de engagement depende da capacidade de estabelecerem com eles um diálogo ativo, com conteúdo dirigido a diferentes segmentos da população, tendo em consideração as variáveis anteriores (afiliação e apoio), e emocionalmente relevante.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[ageing]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[motivations]]></kwd>
<kwd lng="en"><![CDATA[brand engagement]]></kwd>
<kwd lng="en"><![CDATA[baby boomers]]></kwd>
<kwd lng="pt"><![CDATA[envelhecimento]]></kwd>
<kwd lng="pt"><![CDATA[média sociais]]></kwd>
<kwd lng="pt"><![CDATA[motivações]]></kwd>
<kwd lng="pt"><![CDATA[engagement com a marca]]></kwd>
<kwd lng="pt"><![CDATA[baby boomers]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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