Author(s): Abdelkader Saoussen, Battikh Wafa and Kannou Ahmed
While brands have for a long time been interested in using young female influencers to their benefits, there is a particular interest today in senior ones. The fact that women dominate the influence scene and that elder influencers are now becoming a reality is a good reason to understand more their impact on followers or social media users. The objective of this research is to explore the impact of the visual design of mature female accounts of Instagram on the reactions of the followers. Results show that three types of reactions are generated by the visual design: Affective reactions consist on positive feelings such as pleasure and admiration but also negative ones which are irritation and disappointment; cognitive reactions are resumed by credibility and congruence between the age of female senior influencers and the visual content; and finally the abandonment or continuation of browsing the influencers' Instagram account as well as the intention to learn about the products presented were the only conative responses revealed by our results.