Much of the research on social media usage focuses on young adults, and more recently, older adults. This paper focuses on social media usage of middle-aged adults on Facebook. A mixed method approach is used to examine how this age group uses Facebook and engages with brands on the platform; and explores how their behaviour has changed over time. A set of strategic recommendations for brand engagement with this age group is then developed.
Cockrill et al. (Wed,) studied this question.