From granny to granfluencer: how older influencers are challenging age-related stereotypes via fashion portrayals and affecting consumer responses through social media

This research explores how portrayals of older social media influencers (‘granfluencers’) affect consumer responses (brand-based outcomes) and ageism (society-based outcomes) through the Stereotype Content Model. Study 1 investigated three portrayals of a female granfluencer (i.e. demure, provocative, and stereotypical) and found that the demure portrayal elicited the highest attitudes and purchase intentions, mediated by perceived competence. Study 2 extended this framework employing a 3 (portrayal: demure, provocative, stereotypical) × 2 (granfluencer gender: men vs. women) factorial design, adding perceived ageism as an outcome. Results showed that demure portrayals reduced ageism and enhanced advertising outcomes through perceived competence. Female granfluencers received more favorable attitudes than male granfluencers. However, the gender × portrayal interaction was not significant, indicating consistent portrayal effects across genders. Together, these findings demonstrate that competence-enhancing, non-stereotypical demure portrayals of granfluencers improve advertising effectiveness while helping mitigate ageist perceptions. Limitations and future research directions are discussed.