Empowering senior citizens via third places: research driven model development of seniors ' empowerment and social engagement in social places

Purpose – This paper aims to report on a qualitative study that explores senior citizen consumers ' empowerment through social engagement in third places and their subsequent loyalty to third places. Design/methodology/approach – Data were collected via a qualitative research design from four seniors ' clubs in Australia using focus groups (12), and participant observation. The data were analyzed using QSR NVivo software using an interpretive approach. Findings – Ten themes based on 34 codes were identified in the study, which were grouped to develop a conceptual model of the antecedents and consequences of seniors ' empowerment in third places for further testing. The themes under consumer empowerment were important in assisting to understand the significance of place and social engagement within the place to empower seniors with a positive self-image, better access to information and exercise of choices for smarter purchase decisions. The themes under social capital contributed to a better understanding...