Abstract

Influencer marketing has become a valuable marketing communications channel for brands to
generate positive connections with consumers. Building on the success of their human
counterparts, a unique niche of pet influencers has emerged and provided brands with new social
media marketing opportunities. My thesis investigated whether, how, and why pet influencers
impact consumers’ responses to sponsored social media posts featuring them. Across one pre-test
and three studies, I investigated the effects of the perceived level of cuteness of a social media
influencer (i.e., pet influencer vs. human influencer) on consumers’ attitudes, behavioral
intentions, and purchase likelihood. Study 1 found no main effects of influencer type on
consumers’ responses, but revealed serial mediations through mood and perceived persuasion
intent, which closely and conceptually replicated in Studies 2a and 2b respectively. My thesis
provides theoretical contributions, avenues for future research, and managerial implications
related to the use of pet influencers in marketing communications.