Digital Marketing Risks for Aging Populations: The Threat of Online Scams to Older Adults
Loading...
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
This study provides a systematic concept of how digital marketing practices intersect with the older adults´ vulnerability to financial digital scams and misleading online advertisements. Although digital platforms offer convenience, they are also used to deliver deceptive content that exploits the cognitive, emotional, and technological limitations. Following the PRISMA methodology, over 230 articles from Web of Science database in 2000-2025 period were initially screened. After applying inclusion and exclusion criteria based on relevance, language (English), peer-review status, and topical focus, 87 studies were included in the analysis. The majority of the selected studies originated from the United States (41%), China (14%), and Japan (8%). Interest in the examined topic has gradually increased over time, with a notable peak in 2024. The results suggest that older adults face growing threats from deceptive digital marketing, worsened by low digital literacy, cognitive decline, and limited awareness of online risks. Although financial and educational digital scams remain common, emotional manipulation has become more frequent through personalized targeting. The findings highlight the need for stronger policy frameworks, improved digital education, and ethical standards in online advertising to better protect vulnerable consumers.
Description
Subject(s)
Digital Marketing Risks, Older Adults, Deceptive Digital Marketing, Vulnerable, Financial Digital Scams
Citation
ISSN
ISBN
978-80-7494-747-6