Encountering Age in the Digital Age: Understanding the Impact of Granfluencers on Youth

In spite of the growth in influencer marketing and concurrent academic attention to the topic, relatively little research has focused on online influencer activities among older adults. Of particular interest is whether older influencers can be effective with younger consumers. To this end, 25 qualitative interviews were conducted with young Chinese consumers. Drawing from Self-Presentation Theory, Congruity Theory, and consumer perceptions of authenticity, we address multiple research questions, including examining the factors associated with the appeal of “granfluencers” to young consumers; the type of content that leads to granfluencers’ enhanced appeal; and factors related to perceptions of authenticity. Findings indicate that the key aspects of their appeal are the granfluencers’ energetic lifestyles, attractive appearances, and talents and skills, as well as the younger consumers’ compassion for the granfluencer. In terms of content, inclusion of a sense of incongruity, nostalgia, and family interactions in the communication resonates most with young audiences. In addition, the authenticity of granfluencers is found to be related to four key factors. The practical implications for using granfluencers to attract young consumers are discussed.