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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.
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]
Copyright of Educational Gerontology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Marketing experiences in older adult learning: Fostering friendliness, distinctiveness, and word of mouth.
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  Data: 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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  Label:
  Group: Ab
  Data: <i>Copyright of Educational Gerontology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/03601277.2025.2502644
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      – Code: eng
        Text: English
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        PageCount: 17
        StartPage: 461
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      – SubjectFull: Policy sciences
        Type: general
      – SubjectFull: Research funding
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      – SubjectFull: Qualitative research
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      – SubjectFull: Marketing
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      – SubjectFull: Descriptive statistics
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      – SubjectFull: Communities
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      – SubjectFull: Judgment sampling
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      – SubjectFull: Experience
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      – SubjectFull: Communication
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      – SubjectFull: Research methodology
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      – SubjectFull: Friendship
        Type: general
      – SubjectFull: Old age
        Type: general
      – SubjectFull: Taiwan
        Type: general
    Titles:
      – TitleFull: Marketing experiences in older adult learning: Fostering friendliness, distinctiveness, and word of mouth.
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              M: 05
              Text: May2026
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              Y: 2026
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