This book explores the intricate relationship between age and online communication, offering a comprehensive analysis of how aging influences consumer responses to digital information. As the global population ages, understanding these dynamics is crucial for marketers and researchers alike. Covering key concepts such as older consumers’ trust in online reviews, their purchasing preferences, and their responses to corporate sustainability messages, the book adds a novel perspective to a field dominated by research into younger consumers. Through empirical studies, the authors provide actionable insights for communication specialists, highlighting the importance of tailoring strategies to different age groups. This book is a must-read for those seeking to enhance their understanding of consumer behavior in the digital age.

Giovanni Pino is an Associate Professor of Business Management at the University of Chieti-Pescara (Italy). His research focuses on sustainable consumption behavior, the adoption of new digital technologies, and marketing communications. He has led internationally funded research projects on these topics and has published in scholarly journals, such as the International Journal of Research in Marketing, the Journal of Business Research, and the Journal of Advertising Research.

Antea Gambicorti is an Assistant Professor of Marketing at the Vienna University of Economics and Business – WU (Austria). Her research focuses on consumer behavior and well-being, with a particular interest in consumer responses to craft and handmade products, the role of groundedness in consumers’ lives, and older consumers’ behavior in online communication. She has published in scholarly journals, such as the International Journal of Management Reviews and the Journal of Interactive Marketing.

Alessandro M. Peluso is a Full Professor of Business Management at the University of Salento, Lecce, and an Adjunct Professor of Sustainable Marketing at LUISS Guido Carli University, Rome (Italy). His research focuses on social communication, elderly consumer behavior, and sustainable consumption. He has published several articles in scholarly journals, including the Journal of Business Ethics, the Journal of Consumer Research, and the Journal of Marketing Research.