Understanding senior citizens' engagement with adaptive clothing brands: a social media marketing perspective

Purpose This study aims to examine how adaptive clothing brands' social media marketing activities influence senior citizens' engagement intentions. It investigates the roles of perceived usefulness (PU) and ease of engagement in shaping seniors' willingness to interact with brand content online. Design/methodology/approach Data were collected through an online survey of adults aged 65+ who engage with adaptive clothing brands on social media. Measures were adapted from validated scales and assessed using a seven-point Likert scale. Partial least squares structural equation modeling was applied to test the proposed relationships. Findings PU, perceived ease of use, brand interaction and brand awareness significantly predicted engagement intention. In contrast, brand trust and privacy concerns were not significant predictors. Results suggest that seniors prioritize clarity, usability and interactive value in brand communication. Originality/value This study extends the technology acceptance model 2 to the context of senior consumers and adaptive apparel marketing, offering insights into how brands can design inclusive, senior-focused social media strategies.