Search results

This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.

A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.

Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.

The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

The purpose of the research is to substantiate the possibilities of the development of ecological design in the process of future designers professional training and the implementation of student projects in practice.

This article offers one of the possible ways to solve the problem of rational use of wastes of natural resources in the projects of design students. In Ukraine, the ecological direction acquires national features and many Ukrainian manufacturers associate this mainly with ecologically clean materials: this is most typical for furniture products and traditional construction made of wood. The proposed technique is an effective tool for analyzing the interaction of environmental and design disciplines at different levels, as well as an effective criterion for evaluating methods of structuring educational material. The introduction of the correlation index makes assessing the effectiveness of the application of environmental knowledge in design possible.

The analysis of the world ecological design experience makes presenting the Ukrainian experience of environmental design possible, the origins of which date back to the 1920s of the 20th century. In terms of the purpose and methods of education, the authors consider art and industrial schools to be the primary basis of design education in Ukraine. In the 1990s of the 20th century, on the material and technical bases, educational-methodical and staffing with experienced teachers that design departments are formed, which train and graduate certified designers in various specializations. The need for readiness to solve the tasks of environmental education of future designers in the context of end-to-end environmental training is an urgent problem. Relying on ecological concepts makes optimally structuring the educational material possible, taking into account the requirements for both environmental and professional training.

Studies have established that the application of the authors' method of continuous environmental education has a positive effect on the assimilation of environmental knowledge and method's use in professional theory. Increasing the rates of assimilation and application of environmental knowledge by students has a positive effect on the interaction of environmental and professional knowledge.

The practical significance of the project consists in the implementation of the development of design projects on specific topics, including competitive, diploma and master's theses. The presented examples of designer shaping from wastes are expressive examples to follow in educational design, important for the development of students' creative and ecological thinking. The methodology is tested in several institutions of higher education in Ukraine, and the authors hope that this can spread in other countries, in particular in the training of designers specializing in “Furniture Design.”

Ecodesign is gradually being established in the general structure of design theory and, accordingly, has the right to an independent role in the formation of new principles of shaping the spatial and object environment of human life.

New approaches require new educational standards, curricula and teaching methods, directed in particular to the development of a systemic interdisciplinary approach.