Axial coding scheme
| Older consumers’ content marketing dimensions and sub-dimensions | Keywords and expressions |
|---|---|
| Existing dimensions | |
| Online brand advocacy | |
| Brand knowledge | Familiar, know, experience, information |
| Brand defence | Preference, conservative, experience, loyal, claim, bias, complaint, defending |
| Brand positivity | Recommendation, opinion, like, best, quality, fan |
| Positive virtual visual cue | Like, emoji, comment |
| Emerging dimensions | |
| Older consumers’ content usage | |
| Professional activities | Contact, business, news, work, email, job |
| Social activities | Message, friends, family, social media |
| Leisure activities | Trip, travel, information, music, recipe |
| Consumer activities | Payment, offers, comparing price |
| Buying online | Searching, promotion, online service, flights, tickets, cheaper, hotels, sites |
| Buying offline | Physical, store, touch, feel, local, material, quality |
| Intrusive of online content | Intrusive, subscribing, advertisement, newsletter, necessary, annoying, delete, spam |
| Offline advocacy | In-person, friend, family, private, colleague |
| Source Credibility | |
| User-generated content | Comparing, forum, tutorial, opinion, comment, influencing, review, users, other consumers |
| Officials/institutions | Original, confident, company, trustable, reliable, official information |
| Payment security issue | Fear, Paypal, problems, trust, security, afraid, transaction, payment, credit card |
| Older consumers’ content marketing dimensions and sub-dimensions | Keywords and expressions |
|---|---|
| Brand knowledge | Familiar, know, experience, information |
| Brand defence | Preference, conservative, experience, loyal, claim, bias, complaint, defending |
| Brand positivity | Recommendation, opinion, like, best, quality, fan |
| Positive virtual visual cue | Like, emoji, comment |
| Professional activities | Contact, business, news, work, email, job |
| Social activities | Message, friends, family, social media |
| Leisure activities | Trip, travel, information, music, recipe |
| Consumer activities | Payment, offers, comparing price |
| Buying online | Searching, promotion, online service, flights, tickets, cheaper, hotels, sites |
| Buying offline | Physical, store, touch, feel, local, material, quality |
| Intrusive, subscribing, advertisement, newsletter, necessary, annoying, delete, spam | |
| In-person, friend, family, private, colleague | |
| User-generated content | Comparing, forum, tutorial, opinion, comment, influencing, review, users, other consumers |
| Officials/institutions | Original, confident, company, trustable, reliable, official information |
| Fear, Paypal, problems, trust, security, afraid, transaction, payment, credit card | |
Source(s): Authors’ own work
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