Nostalgia, Reassurance and Support: How eWOM Can Enhance the Social Well-Being of Older Adults

Citation

Wilson-Nash C & Pavlopoulou I (2022) Nostalgia, Reassurance and Support: How eWOM Can Enhance the Social Well-Being of Older Adults. In: Advances in Consumer Research, Volume 50, volume 50. Association for Consumer Research, Denver, 20.10.2022-22.10.2022. Advances in Consumer Research, p. 790.

Abstract
Online community usage is increasing amongst older consumers, within which large quantities of electronic word-of-mouth (eWOM) are created and absorbed. We find that social well-being is enhanced by different eWOM behaviours, such as, nostalgic eWOM, seeking advice to reduce concerns, and responding to eWOM by reassuring, supporting, and easing worries.