Exploring the drivers of energetic seniors’ social reengagement intention: evidence from China’s Pearl River Delta region

Abstract

Purpose

After retirement, energetic seniors still can contribute to social development. This paper aims to explore the structural relationship between energetic seniors’ social reengagement intention (SRI) and its five drivers. The antecedents of energetic seniors’ SRI were identified through extensive literature (including social marketing) review and focus group interviews.

Design/methodology/approach

Data was collected from Pearl River Delta region of Guangdong Province, China. The proposed model was tested using partial least squares structural equation modeling with a community-based valid sample size of 750 energetic seniors (ages 60+).

Findings

Results indicate that energetic seniors’ SRI is directly determined by their perceived social value and knowledge sharing intention, which are, in turn, directly determined by their individual social capital, social achievement motivation and perceived social risk.

Originality/value

To the best of the authors’ knowledge, this is the first study to provide a new approach toward reengagement social development for energetic seniors. The discussion provides implications and managerial new insights for research and practice of population aging.

Citation

Wei, C.-F., Yu, J., Ding, G.-H. and Wei, K.-T. (2022), "Exploring the drivers of energetic seniors’ social reengagement intention: evidence from China’s Pearl River Delta region", Journal of Social Marketing, Vol. 12 No. 2, pp. 275-291. https://doi.org/10.1108/JSOCM-01-2021-0003