Silver Economy Influencers: Unlocking the Untapped Potential of Mature Content Creators
提出一个五步框架，帮助管理者利用成熟内容创作者的真实性和代际吸引力，策划针对老年消费者的影响者营销活动。
While older consumers are among the fastest-growing and most affluent demographic segments, they remain largely neglected in marketing practice and research, and firms often struggle to determine the right approach to them. This article highlights how mature influencers and content creators can bridge the gap between firms and older consumers by offering authenticity, credibility, and intergenerational appeal. It introduces a five-step framework for managers to plan influencer marketing campaigns with mature content creators, focusing on selecting the segment, platform, influencer, campaign, and success metrics.