Marketing experiences in older adult learning: Fostering friendliness, distinctiveness, and word of mouth.
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| Title: | Marketing experiences in older adult learning: Fostering friendliness, distinctiveness, and word of mouth. |
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| Authors: | Chun-Ting, Yeh (AUTHOR) |
| Source: | Educational Gerontology. May2026, Vol. 52 Issue 5, p461-477. 17p. |
| Subjects: | Policy sciences, Research funding, Qualitative research, Interviewing, Marketing, Descriptive statistics, Communities, Judgment sampling, Experience, Communication, Research methodology, Friendship, Old age |
| Geographic Terms: | Taiwan |
| Abstract: | Active Aging Learning Centers (AALCs) have been established in every township, city, and district across Taiwan, offering localized learning opportunities for older adults. Understanding how to effectively market learning programs in these centers to attract and retain participants is a crucial issue. This study explored the marketing experiences of AALCs by interviewing 18 AALC organizers. In total, 5 men and 13 women aged between 38 and 75 years (average age, 56 years) were recruited. The constant comparative method was used to analyze the interview data. The results revealed that marketing for older adult learning must address several challenges, including government emphasis on performance, regional competition, community development needs, characteristics of older adults, course pricing systems, and the COVID-19 pandemic. The interviewees evaluated AALC resources, community conditions, and age-friendly principles to determine the scope and strategies of their marketing efforts, and the results were used to discuss whether traditional or technological marketing approaches are more useful for promoting activities offered by the centers. Interactions with older adults also reflect different marketing communication approaches. Additionally, marketing based on distinctiveness relies heavily on word of mouth, which yields the most effective and stable marketing results. This approach not only attracts public interest and participation in AALCs but also initiates a learning trend, fostering the development of both courses and communities. The aforesaid findings provide valuable insights for policymakers, program planners, and instructors in their marketing and promotion efforts. [ABSTRACT FROM AUTHOR] |
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| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | Active Aging Learning Centers (AALCs) have been established in every township, city, and district across Taiwan, offering localized learning opportunities for older adults. Understanding how to effectively market learning programs in these centers to attract and retain participants is a crucial issue. This study explored the marketing experiences of AALCs by interviewing 18 AALC organizers. In total, 5 men and 13 women aged between 38 and 75 years (average age, 56 years) were recruited. The constant comparative method was used to analyze the interview data. The results revealed that marketing for older adult learning must address several challenges, including government emphasis on performance, regional competition, community development needs, characteristics of older adults, course pricing systems, and the COVID-19 pandemic. The interviewees evaluated AALC resources, community conditions, and age-friendly principles to determine the scope and strategies of their marketing efforts, and the results were used to discuss whether traditional or technological marketing approaches are more useful for promoting activities offered by the centers. Interactions with older adults also reflect different marketing communication approaches. Additionally, marketing based on distinctiveness relies heavily on word of mouth, which yields the most effective and stable marketing results. This approach not only attracts public interest and participation in AALCs but also initiates a learning trend, fostering the development of both courses and communities. The aforesaid findings provide valuable insights for policymakers, program planners, and instructors in their marketing and promotion efforts. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 03601277 |
| DOI: | 10.1080/03601277.2025.2502644 |
