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<p>Influencer marketing has traditionally celebrated youth as the key to engagement. However, with the rise of AI-powered appearance manipulation, influencers can strategically curate their age. This study explores how apparent age shapes marketing outcomes, challenging the conventional wisdom that youth always sells. Drawing on Source Credibility Theory, we examine how age influences credibility (the compound of expertise/trustworthiness) and attractiveness, hypothesising a Goldilocks effect where moderate ages yield optimal results. Across four pre-registered studies using experimental, field-experimental and observational designs, we reveal an inverted U-shaped pattern: extremely young or old appearances underperform, while moderate age leads to peak engagement. Independent manipulations confirm that age raises credibility, lowers attractiveness, and that these dimensions interact to shape outcomes; moderators (AI disclosure, gender, audience age, or homophily) shift or bend the curve as predicted. We introduce age appearance as a strategic lever for brands, creators, and platforms in the era of digital identity manipulation.</p>

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Beyond youth: The optimal age for influencer credibility and marketing success

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年2月28日

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  • Clara Galle,
  • Vanessa Lau,
  • Florian Dost

摘要

Influencer marketing has traditionally celebrated youth as the key to engagement. However, with the rise of AI-powered appearance manipulation, influencers can strategically curate their age. This study explores how apparent age shapes marketing outcomes, challenging the conventional wisdom that youth always sells. Drawing on Source Credibility Theory, we examine how age influences credibility (the compound of expertise/trustworthiness) and attractiveness, hypothesising a Goldilocks effect where moderate ages yield optimal results. Across four pre-registered studies using experimental, field-experimental and observational designs, we reveal an inverted U-shaped pattern: extremely young or old appearances underperform, while moderate age leads to peak engagement. Independent manipulations confirm that age raises credibility, lowers attractiveness, and that these dimensions interact to shape outcomes; moderators (AI disclosure, gender, audience age, or homophily) shift or bend the curve as predicted. We introduce age appearance as a strategic lever for brands, creators, and platforms in the era of digital identity manipulation.