FIKUSZ '22 Symposium for young researchers

Abstract

Given the popularity of non-human social media influencers, this study aims to analyze specifically pet influencers. Previous studies have analyzed how social media influencers affect consumers’ purchase behavior. However, when it comes to the pet influencer domain, there is still a lack of relevant research as more and more pet influencers are also starting to promote their online presence through social media platforms. Using a quantitative analysis of pet influencers’ attributes and consumers’ perceived characterizations, this study focuses on how pet influencers affect consumers’ purchase intention, taking into account pet influencers’ special attribute of anthropomorphism. By exploring factors affecting consumers’ purchase intention, this study helps social media pet influencers to find effective advertising appeals to promote products. The data of this study were collected through a questionnaire with a sample size of 250 social media users following pet influencers in China. The collected data were analyzed through Hayes Process Macro SPSS. This study finds that attitude homophily, social attractiveness, and use of anthropomorphism indirectly affect consumers’ purchase intention by influencing consumers’ trustworthiness, perceived expertise, and parasocial relationship with pet influencers.

Given the popularity of non-human social media influencers, this study aims to analyze specifically pet influencers. Previous studies have analyzed how social media influencers affect consumers’ purchase behavior. However, when it comes to the pet influencer domain, there is still a lack of relevant research as more and more pet influencers are also starting to promote their online presence through social media platforms. Using a quantitative analysis of pet influencers’ attributes and consumers’ perceived characterizations, this study focuses on how pet influencers affect consumers’ purchase intention, taking into account pet influencers’ special attribute of anthropomorphism. By exploring factors affecting consumers’ purchase intention, this study helps social media pet influencers to find effective advertising appeals to promote products. The data of this study were collected through a questionnaire with a sample size of 250 social media users following pet influencers in China. The collected data were analyzed through Hayes Process Macro SPSS. This study finds that attitude homophily, social attractiveness, and use of anthropomorphism indirectly affect consumers’ purchase intention by influencing consumers’ trustworthiness, perceived expertise, and parasocial relationship with pet influencers.