Identity Perception and Marketing Communication of Pet Influencers on Online Media from Consumers' Perspective

Abstract

        The purposes of this quantitative study were (1) to explore how pet influencers are perceived and (2) to analyze how audiences perceive marketing communication conveyed by pet influencers on online platforms. Data was collected through an online survey of 300 people between the ages of 20 and 65 who had followed a pet influencer in the year 2025.

        The results showed that most respondents perceived the identity of pet influencers as a significant factor influencing their decision to follow them. Credibility received the highest average score, followed by cuteness. The perceptions of marketing communication were separated into two dimensions: perceived usefulness and content perception. Respondents’ perceptions in terms of usefulness rated at the highest level. Respondents pointed out that marketing messages conveyed by pet influencers greatly enhanced the appeal of the products and services and had a greater influence on their purchasing decisions compared to messages from human influencers. In the content dimension, respondents also rated their perceptions at the highest level. Respondents indicated that they were able to recall clearly the products advertised by their favorite pet influencers. Moreover, they had purchased products they had never intended to previously buy, based on recommendations from pet influencers.