#Instagrannies?: How Mature Women Reassemble Aging, Fashion and Retirement in Digital Times

How does social media shape female consumers’ relationship to aging, beauty, and style? Building on an in-depth investigation of Advanced Style Instagram influencers, we uncover a new type of older prosumer, who through her online glamor labor, reassembles the visual imagery, meanings, and experiences of gendered aging, fashion, and retirement.


Ela Veresiu and Marie-Agnès Parmentier (2020) ,"#Instagrannies?: How Mature Women Reassemble Aging, Fashion and Retirement in Digital Times", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 880-885.


Ela Veresiu, York University, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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