Year of Graduation
Influence of Online Communication on the Social and Psychological Well-Being of Older Adults: the Researched Based on Habitants of Moscow
There are considering theoretical approaches to the study of online communication its basiс elements, main characteristics and special features of older generation as social group in master’s thesis, also there are identify peculiar properties of digital consumption by older persons, their digital competences and peculiar properties of online communication in master’s thesis dedicated to study of online communication influence on the social and psychological well-being of older adults. In addition, defined the concept of "social and psychological well-being" of older persons and ways of measuring it. The purpose of this study is to identify serious problems associated with the social and psychological well-being of older generation in the city of Moscow. In this study is used a quantitative method of online survey followed by a statistical analysis of the data that was produced using the SPSS data analysis program. The results of this research will be interesting for application in applied research of marketing communications. Understanding the specifics of digital communication of this category of persons is necessary for the development of an advertising message, as well as the choice of a channel for promotion in the digital environment. In addition, this study will be interesting to both commercial and government organizations, whose activities are related to older persons.