The Factor Analysis of Elderly Women as Micro-influencers in the Era of Digital Marketing
Keywords:
Elderly Women, Micro-Influencers, Digital Marketing, Social Media Engagement, Exploratory Factor Analysis (EFA), Aging Society, Sustainable Development Goals (SDGs)Abstract
This study aims to identify the key factors that influence elderly women’s participation as Micro-Influencers in the era of digital marketing. In the context of Thailand’s aging society, elderly women are increasingly engaging with social media platforms to express identity, share knowledge, and generate income. Using a mixed-methods approach, the research involved qualitative interviews and quantitative data collection from 388 elderly women active online. Exploratory Factor Analysis (EFA) revealed four core dimensions: (1) Social Media Behavior, (2) Family Responsibilities and Time Management, (3) Attitude and Self-Development, and (4) Opportunities, Rights, and Quality of Life. These factors reflect the interplay between media exposure, family structure, and attitudes that shape the digital engagement of elderly women. The findings offer practicalinsights for policymakers, digital training programs, and grassroots innovation, supporting the empowerment of elderly women as sustainable contributors in the digital economy and aligning with the United Nations Sustainable Development Goals (SDGs).
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