Optimal Age for Business Profile Effectiveness
(A2026-134161)

AUTHORS

Clara Galle, Brandenburg University of Technology; Florian Dost, Brandenburg University of Technology

ABSTRACT

This study examines how social media profile age shapes effectiveness on LinkedIn. While research often favors younger creators, emerging evidence suggests a “Goldilocks” effect. Based on source credibility theory, we propose that age raises perceived expertise but lowers attractiveness, producing nonlinear outcomes. In an online experiment (N = 1,487), we manipulated a creator’s apparent age (20s–60s), expertise, and attractiveness. Results show an inverted U-shape: middle-aged profiles generate the highest engagement and job-related evaluations. Mediation analyses reveal that rising credibility and declining attractiveness jointly explain age effects. Contextual tests indicate that boosting credibility cues shifts the optimal age younger, whereas reduced attractiveness lowers overall impact. The findings advance research on social media credibility by demonstrating nonlinear age effects and trade-offs between credibility components. Mid-career creators (~35–45 years) appear most effective on professional platforms.