Affiliation:
1. Winthrop University, USA
Abstract
Although traditionally ignored by the fashion industry, senior females have purchasing power, report being interested in fashion, and are a growing portion of social media users. The literature to date has not yet unpacked the social media usage of everyday, senior females in the fashion context. Data were collected via a series of 38 interviews with women aged 50 and older. Findings showed that the majority of the senior females interviewed were following influencers online and these activities were impacting their purchase behaviors. Furthermore, the senior females in the sample had developed their own sense of style from information they gathered online and projected themselves on their social media accounts as if they too were influencers. Theoretical and managerial implications of the study are also discussed.
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