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The popularity of informative posts about natural diets posts (cooked vs. raw) on Instagram pet accounts and pet owners’ intention to follow the advice: Pet food industry
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Orientador(es)
Resumo(s)
Pet influencers are a type of social media influencer that is emerging and positively affects
consumers' attitudes. With the popularity of BARF and cooked diets for cats and dogs, along
with the share of these type of diets in Instagram posts, the present research adopts a
experimental design to examine the influence of type of food (cooked versus raw) on pet
owners perception of opinion leadership and their willingness to follow the advice from
Instagram posts promoting BARF and cooked meals, with the role of informativeness
mediating these relationship. The results based on data collected from 137 valid answers,
suggest that the intention to follow the advice is higher when the type of food from the
Instagram post is a cooked diet. The perceived informativeness, works as mediator between
the type of food (cooked versus raw) and opinion leadership and intention to follow the
advice, meaning that information impacts the relationship between type of food and attitudes
of the pet owner's behavior. These findings are important for brands in the pet food industry,
as pet influencers play a critical role in communication strategies to promote these natural
diets. This is the first study analyzing the influence of Instagram posts with BARF and cooked
diets, on pet owners.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Informativeness Intention to Follow the Advice Opinion Leadership Pet Food Industry Pet Influencers SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption