Digital Marketing Risks for Aging Populations: The Threat of Online Scams to Older Adults

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dc.contributor.authorOkechukwu, Chinyere Chidera
dc.contributor.authorBachmann, Pavel
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2025-10-02T10:24:24Z
dc.date.available2025-10-02T10:24:24Z
dc.description.abstractThis 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.en
dc.formattext
dc.identifier.doi10.15240/tul/009/lef-2025-16
dc.identifier.isbn978-80-7494-747-6
dc.identifier.urihttps://dspace.tul.cz/handle/15240/178038
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofLiberecké ekonomické fórum 2025cs
dc.relation.ispartofLiberec Economic Forum 2025en
dc.subjectDigital Marketing Risksen
dc.subjectOlder Adultsen
dc.subjectDeceptive Digital Marketingen
dc.subjectVulnerableen
dc.subjectFinancial Digital Scamsen
dc.subject.classificationM31
dc.subject.classificationO33
dc.titleDigital Marketing Risks for Aging Populations: The Threat of Online Scams to Older Adultsen
dc.typeproceeding paperen
local.accessopen
local.citation.epage218
local.citation.spage207
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationLEFcs
local.relation.abbreviationLEFen
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