The aging global population presents significant implications for digital marketing, particularly in the context of social media usage. This work investigates the social media acceptance among older consumers, with a specific focus on the baby boomer generation, necessitating a deeper understanding of this demographic's digital interactions.

This research addresses the gaps in existing literature that predominantly centers on younger consumer cohorts, by exploring the technological adaptation among older adults. It challenges the conventional reliance on chronological age as a determinant of technology acceptance by introducing cognitive age as a moderator. The theoretical framework integrates Maslow’s Hierarchy of Needs, the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT2), to examine how perceived usefulness, ease of use, and hedonic motivations influence older consumer's techonology acceptance.

The methodology involves administering questionnaires to target consumers and analyzing the data using structural equation modeling. This study aims to provide insights that could lead to more inclusive digital marketing strategies and enhance the digital engagement of older individuals, thus addressing both social and economic dimensions of aging populations.

The findings of this study are expected to contribute to the academic fields of digital marketing and consumer psychology, offering a foundation for future research in technology adoption across ageing demographic groups. Additionally, it provides practical recommendations for marketers to better accommodate the unique needs and preferences of older adults in the rapidly evolving digital landscape.