EVALUATING AND EXPLAINING THE IMPACT OF PET INFLUENCER MARKETING ON SOCIAL MEDIA: THE ROLE OF BRAND CUTENESS AND BRAND TRUST

Abstract

While influencer marketing research mainly focuses on human influencers, this study centers on a new and promising form of social media influencer - pets - who are widely adored and followed by online communities. Specifically, this research employs an experimental design to examine the potential of pet influencers to evoke brand cuteness, thereby enhancing brand trust and customer engagement with the brand. Additionally, the findings demonstrate that the impact of pet influencer marketing is superior to that of human influencer marketing; however, it is not contingent on creative design. This study thus makes important theoretical contributions to the influencer marketing literature and offers practical implications for brand managers aiming to build and develop their brands on social media.