California Management Review

Abstract

While older consumers are among the fastest-growing and most affluent demographic segments, they remain largely neglected in marketing practice and research, and firms often struggle to determine the right approach to them. This article highlights how mature influencers and content creators can bridge the gap between firms and older consumers by offering authenticity, credibility, and intergenerational appeal. It introduces a five-step framework for managers to plan influencer marketing campaigns with mature content creators, focusing on selecting the segment, platform, influencer, campaign, and success metrics.

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