Repository logo
 
Publication

The (not so) secret life of senior social media influencers: an analysis of the top five 'granfluencers', on Instagram

2022Journal article Open access
Simple item page
dc.contributor.authorAntunes, Ana Cristina
dc.contributor.authorMiranda, Sandra
dc.contributor.authorGama, Ana
dc.date.accessioned2022-07-01T14:19:27Z
dc.date.available2022-07-01T14:19:27Z
dc.date.issued2022
dc.description.abstractThe changing media landscape and consumption along with the decreased efficacy of traditional advertising have confronted brands with the challenge to unravel different and innovative ways to effectively communicate with their targets. Influencer marketing is one of the strategies that is thriving and proved valuable for marketeers in this pursuit of new ways of reaching out to their audiences. Despite the relevance that digital influencer communication has recently gained for brands, academic research has been slow to catch up and some of the aspects related to digital influencers remain understudied. Within this context little is known about this exercise of influence by senior digital influencers and how they communicate with their followers. Traditionally associated with a more passive role of content receivers, some of the older citizens have been developing their digital knowledge and skills and are now active content creators on social networking sites and even, in some cases, building up a vast audience and a wide range of interested, involved, and engaged followers. Yet, there is scarce evidence regarding these elderly digital content creators. To help fill this gap, this exploratory study aims to study the Instagram profile of the top five older influencers and examine their personal brand subjectivities, communicative styles, and social media practices. A qualitative methodology was adopted, involving a set of dimension analyses such as the tone of communication, posting frequency, themes/subjects of interest, audiovisual and multimedia resources, as well as their interaction and engagement with followers. The results challenge the negative stereotype associated with old age and suggest that senior influencers already take part in the influencer economy. Academic and business implications of the study are examined for influencer marketing.en
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationAntunes, A.C., Miranda, S. & Gama, A. (2022). The (not so) secret life of senior social media influencers: an analysis of the top five 'granfluencers', on Instagram. ICIEMC Proceedings, 3/2022, 30-39.pt_PT
dc.identifier.issn2184-9102
dc.identifier.urihttp://hdl.handle.net/10400.21/14764
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherUA Editora - Universidade de Aveiropt_PT
dc.relation.publisherversionhttps://proa.ua.pt/index.php/iciemc/indexpt_PT
dc.relation.publisherversionhttps://drive.google.com/file/d/1j_tVc3Gf5QvB5zCSZfDs8p4JenHjniWa/viewpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectSocial networking sites, Instagram, senior digital influencers, influencer marketingen
dc.subjectInstagramen
dc.subjectSenior digital influencersen
dc.subjectInfluencer marketingen
dc.titleThe (not so) secret life of senior social media influencers: an analysis of the top five 'granfluencers', on Instagramen
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceAveiropt_PT
oaire.citation.endPage39pt_PT
oaire.citation.startPage30pt_PT
oaire.citation.titleICIEMC Proceedingspt_PT
person.familyNameCoelho Antunes
person.familyNameLopes Miranda
person.familyNameGama
person.givenNameAna Cristina
person.givenNameSandra Marisa
person.givenNameAna
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.ciencia-id681E-05F5-C887
person.identifier.ciencia-idBD1E-42A5-6338
person.identifier.orcid0000-0001-8983-2062
person.identifier.orcid0000-0002-5544-5942
person.identifier.orcid0000-0002-0647-9820
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublication2d7689ab-cdde-481b-a4be-8ad3de2eb97d
relation.isAuthorOfPublication.latestForDiscoveryeb47adf1-2379-4d68-9a38-d2d9a19059b9

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
The not so secret life of senior social media influenciers.pdf
Size:
678.22 KB
Format:
Adobe Portable Document Format
Download

Collections

ESCS - Artigos