Work

Research on Incentive Advertising to Promote the Digital Participation of Middle-aged and Elderly Groups from the Perspective of User Experience

Year: 2025

Type: article

Abstract: Digital transformation has become a major trend in today's society, but in the process of adapting to this change, middle-aged and elderly groups face obstacles of technology acceptance, operating habits and so on, so their participation on digital platforms is low. Incentive advertising has effectively promoted the participation of young groups through the reward mechanism, but its application in the middle-aged and elderly groups has not been fully explored. Therefore, this paper discusses the role of incentive advertising in promoting the digital participation of middle-aged and elderly groups, in order to provide theoretical basis for advertising design and promote the wider integration of middle-aged and elderly groups into the digital society.

Source: Theory and Practice of Science and Technology

DOI: 10.47297/taposatwsp2633-456902.20250602

Author: Ting Yao

Institution: Pingdingshan University

Language: English

Topic: Technology Use by Older Adults

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

Funder: Jilin Office of Philosophy and Social Science

OpenAlex ID: W4408870135