宣传一个关于年龄歧视的教育网站:从一次失败的尝试中吸取教训
1Louis and Gabi Weisfeld School of Social Work, Bar Ilan University, Ramat Gan, Israel.
The Gerontologist
|November 21, 2025
概括
数字营销活动成功地增加了网站流量以打击年龄歧视,但未能显著提高用户参与度. 经验教训旨在改善未来针对年龄歧视的宣传活动.
科学领域:
- 社会心理学 社会心理学
- 数字营销 数字营销 数字营销
- 老年学是指老年学的学科.
背景情况:
- 年龄歧视,以刻板印象和基于年龄的歧视为特征,对老年人的健康和社会产生负面影响.
- 通过一个教育网站,no2ageism.com.com,推出了一个数字营销活动,以提高对年龄歧视的认识.
研究的目的:
- 评估数字营销活动在提高对年龄歧视的认识方面的有效性.
- 评估广告性能和网站访问者对网站的看法.
主要方法:
- 一种混合方法方法包括在线实验 (研究1) 关于广告有效性和网站流量.
- 对网站访问者的调查 (研究2和研究3) 评估了对宣传广告的看法.
- 数据分析涉及描述性统计和主题分析.
主要成果:
- 付费广告增加了网站流量,但没有提高用户参与度,对积极信息的偏好略有.
- 好奇心推动了广告点击;老年人,女性和受过高等教育的人喜欢包含包容性信息的广告.
- 尽管网站流量增加,但网站参与度仍然有限.
结论:
- 该活动有效地产生了网站流量,但在用户参与方面遇到了困难.
- 参与度有限凸显了吸引游客和促进互动之间的差距.
- 调查结果为改进未来针对年龄歧视的数字活动提供了洞察力.
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