Elderly Engagement in the Digital Marketplace: A Study of Douyin's Silver-haired Fashion Influencers through Two-step Flow and Multi-step Flow Models

Abstract

In the digital era, China’s aging population poses significant societal challenges. However, silver-haired fashion influencers on Douyin, with a following of millions, have emerged as a positive force, setting a precedent for smart utilization of older people and silver economy growth. Using the two-step and multi-step flow model theories as a framework, this study explores how these influencers can use product placement in their short videos to optimize profits and self-worth. Through qualitative interviews with 11 followers of such influencers, the research found that the influence of product placement on purchase intentions is multifaceted, influenced by the influencers themselves, followers’ product perceptions, and the platform ecology. In order to increase the impact of product placements, the study highlights the significance of developing parasocial interactions and making thoughtful product selections. Silver-haired fashion influencers may drive the silver economy and promote smart ageing solutions by better leveraging their influence when they understand these dynamics.