European Social Marketing Conference 2024

1. Health and wellbeing

People & wellbeing

Online threats, such as misinformation, scams and fraud are becoming increasingly common. The aim of this presentation is to provide an understanding of how older people navigate the internet and the online threats they often encounter. Drawing from our qualitative study and using the concept of the “customer journey”, we propose a typology of older people’s online journeys along with social marketing strategies that could keep older people safe online.