The Golden Age: The Role of Senior Influencers In the Egyptian Marketing Landscape

Author

Faculty of Mass Communication, Ahram Canadian University

Abstract

The study explores senior influencers as a unique subgroup within older adults, focusing on how they are changing perceptions of aging in Egypt and their role in influencer marketing. Utilising social identity and stereotype theories, it employs qualitative methods to analyse content and marketing strategies. It also captures the insights of Egyptian marketers, providing a comprehensive view of the efficacy of senior influencers in contemporary marketing. Findings reveal that senior influencers challenge age-related stereotypes and societal expectations, skillfully using technology to create content. However, marketers expressed mixed feelings; they acknowledged the potential of senior influencers but expressed concerns about connecting with younger consumers. The study underscores the importance of maintaining a consistent niche for authenticity and advocates for specialization to enhance effective brand partnerships.

Keywords

References

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