Publicação
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
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Soares, Raquel Vanessa Reis Silva Ferreira | |
| dc.contributor.author | Quintais, Susana Rodrigues Gonçalves da Cunha | |
| dc.date.accessioned | 2024-10-29T16:16:16Z | |
| dc.date.available | 2024-10-29T16:16:16Z | |
| dc.date.issued | 2024-10-23 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203778952 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174267 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Informativeness | pt_PT |
| dc.subject | Intention to Follow the Advice | pt_PT |
| dc.subject | Opinion Leadership | pt_PT |
| dc.subject | Pet Food Industry | pt_PT |
| dc.subject | Pet Influencers | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.subject | SDG 12 - Responsible production and consumption | pt_PT |
| dc.title | 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 | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |