An exploratory study on pet influencer with reference to e-marketing: for MBA students

An exploratory study on pet influencer marketing with reference to e-marketing: for MBA students (information from perplexity.ai)

My question 1: "what is pet influencer marketing all about in e-marketing?

The reply: "Pet influencer marketing in e-marketing refers to a strategy where brands collaborate with popular pets (and their owners who run their social media accounts) to promote products, services, or brands. This form of influencer marketing leverages the large, engaged audiences that pet influencers have on platforms like Instagram, TikTok, and YouTube to increase brand awareness, boost sales, and build customer loyalty.

Key aspects of pet influencer marketing include:

• : Pet influencers often achieve engagement rates significantly higher than human influencers, sometimes reaching 10-40% per post. This is because pet content triggers strong emotional responses such as joy, amusement, and affection, making it highly shareable and appealing to a broad audience beyond just pet owners.

• : Pets evoke deep emotional bonds with audiences, which helps brands appear more trustworthy, approachable, and friendly. This emotional appeal makes pet influencer content feel authentic and less like traditional advertising.

• : The pet care industry is rapidly expanding, with online sales increasing and millennials driving new trends like organic pet food and behavioral training. There are an estimated 2 million pet influencer accounts on Instagram alone, collectively amassing over 40 billion followers, highlighting the vast potential reach.

• : While pet influencers naturally fit pet-related products, their appeal extends to other sectors such as fashion, travel, and home goods, providing brands with diverse opportunities to engage consumers.

• : Followers see pet influencers as trusted endorsers, which can translate into higher consumer willingness to purchase promoted products. This trust is crucial for brand growth and customer retention.

• : Pets are generally non-controversial figures, making collaborations safer for brands concerned about reputational risks. Additionally, pet influencers attract diverse demographics, including casual viewers who enjoy pet content for entertainment.

In summary, pet influencer marketing is a powerful and growing tactic in e-marketing that uses the appeal of pets on social media to create authentic, emotionally engaging brand promotions that drive awareness, engagement, and sales in the pet care market and beyond."

My question 2: "What theories have been used to study this topic?"

The reply: "Several key theories have been applied to study pet influencer marketing in e-marketing, focusing on understanding consumer engagement, persuasion, and credibility:

• Uses and Gratifications Theory (UGT): This theory explains how consumers actively seek out media to satisfy specific needs such as entertainment, information, or social interaction. Research applying UGT to pet influencer posts shows that textual and visual cues in sponsored content can disrupt engagement when consumers primarily seek entertainment, highlighting the delicate balance pet influencers must maintain between promotion and entertainment.

• Persuasion Knowledge Model: This framework addresses how consumers recognize and respond to persuasive attempts. Studies suggest that pet influencer posts can be perceived differently from human influencer posts in terms of sincerity and persuasion, affecting consumer engagement and purchase intention.

• Source Credibility Theory (Ohanian’s Model): Widely used in influencer marketing research, this model evaluates credibility across three dimensions: trustworthiness, attractiveness, and expertise. In the context of pet influencers, trustworthiness and expertise are often conveyed through the pet owner’s content creation, while attractiveness relates to the pet’s visual appeal and adorableness. This model helps explain why pet influencers can be particularly effective, as followers often perceive them as sincere and trustworthy endorsers, which positively impacts brand attitudes and purchase intentions.

• Consumer Response and Persuasion Theories: Comparative studies between pet and human influencers indicate that petfluencers often outperform human endorsers because they are perceived as more sincere and less affected by "influencer fatigue." This sincerity leads to higher consumer willingness to pay and more favorable brand attitudes, especially when the message aligns with consumers’ present-oriented mindset focused on immediate pleasure and satisfaction.

In summary, the main theories used to study pet influencer marketing are Uses and Gratifications Theory, Persuasion Knowledge Model, and Source Credibility Theory, all of which help explain how pet influencers engage audiences, build trust, and influence consumer behavior in unique ways compared to traditional human influencers."

My question 3: "What are the research gaps and research issues on this topic?"

The reply: "Research gaps and issues in the study of pet influencer marketing in e-marketing include the following:

• Limited Academic Attention: Despite the rapid growth and commercial success of petfluencers, academic research on this phenomenon remains scarce. Most existing studies focus on human influencers, leaving petfluencers relatively underexplored in terms of their unique characteristics, motivations, and marketing effectiveness.

• Understanding Motivations and Challenges: There is a need for deeper qualitative research to understand the motivations behind creating and managing pet influencer accounts, including personal, altruistic, and commercial drivers, as well as the challenges faced by pet owners in this role.

• Ethical and Welfare Concerns: The ethical implications of using animals as influencers are under-researched. Brands and marketers must consider animal welfare seriously, as overexposure or stressful content creation can lead to public backlash and damage both the pet’s well-being and brand reputation.

• Effectiveness Beyond Pet Products: While petfluencers are proven effective in pet-related marketing, there is a gap in understanding how well they perform in promoting non-pet products and how to integrate such products naturally into pet content without losing authenticity.

• Communication Limitations: Pets cannot communicate complex product information, so the role of the pet owner or content creator in interpreting and conveying brand messages is crucial but not well studied. This creates challenges in campaigns requiring detailed or technical product explanations.

• Market Saturation and Differentiation: As the number of pet influencer accounts grows, the market becomes saturated. Research is needed on how brands can identify genuinely engaging and unique petfluencers to stand out and avoid diminishing returns from repetitive or low-quality content.

• Consumer Perception and Persuasion Mechanisms: Although some studies indicate petfluencers are perceived as more sincere and persuasive than human influencers, further research is needed to explore the psychological mechanisms behind this effect, including how consumer mindsets (present vs. future orientation) influence persuasion.

• Scientific Validation vs. Marketing Trends: In pet-related product marketing, especially pet food, there is a significant gap between marketing-driven trends promoted by petfluencers and actual scientific research validating product benefits. This gap raises concerns about the reliability of influencer-endorsed claims and highlights a need for more evidence-based marketing approaches.

In summary, the main research gaps involve ethical considerations, communication challenges, market saturation, the scope of influence beyond pet products, and the need for more rigorous academic inquiry into the motivations, effectiveness, and consumer psychology related to petfluencers. Addressing these gaps will help marketers and researchers better harness the potential of pet influencer marketing while ensuring responsible practices."

My question 4: "What are the public media-reported issues on this topic?"

The reply: "Public media reports on pet influencer marketing highlight several key issues:

• Credibility and Trust Concerns: As the pet influencer market has grown, consumer skepticism has increased, especially among Millennial and Gen Z pet owners who demand credible, science-backed information about pet health and wellness. Many consumers no longer accept cute content alone and seek expert validation, particularly from veterinarians who are now emerging as trusted influencers in pet care.

• Health and Safety Risks: The promotion of unverified pet health products and viral grooming trends by pet influencers has led to public backlash. For example, the widespread marketing of CBD pet treats with unsubstantiated health claims resulted in FDA warnings, lawsuits, and reputational damage for brands. Similarly, viral DIY treatments promoted on social media were debunked by veterinary professionals as ineffective or harmful, raising concerns about pet welfare and consumer safety.

• Influencer Fatigue and Sincerity: While petfluencers are generally perceived as more sincere and trustworthy than human influencers—due to their perceived authenticity and lack of ulterior motives—there is growing "influencer fatigue" among audiences overwhelmed by sponsored content. Petfluencers offer a refreshing alternative, but the saturation of influencer marketing overall poses challenges for maintaining engagement and trust.

• Shift Toward Expert Voices: The pet influencer economy is evolving, with veterinary professionals gaining prominence as credible sources. This shift reflects consumer demand for authoritative advice rather than just entertainment, signaling a potential ceiling for traditional petfluencer marketing focused solely on cuteness and relatability.

• Market Saturation and Content Volume: The rapid increase in pet influencer content has saturated social media channels, making it harder for brands to stand out and maintain consumer interest. This saturation, combined with rising consumer skepticism, pressures brands to prioritize authenticity, expert-backed claims, and meaningful engagement over purely viral or cute content.

In summary, media-reported issues in pet influencer marketing center on credibility gaps, health and safety concerns, influencer fatigue, the rise of expert influencers, and market saturation, all of which challenge brands to balance emotional appeal with trustworthy, responsible messaging in this space."

My question 5: "What are the Hong Kong public media-reported issues on this topic?"

The reply: "Public media reports in Hong Kong on pet influencer marketing highlight several emerging issues:

• Growing Recognition of Pet Influencers (Pet KOLs): Events like MarketingPulse 2025 at the Hong Kong Convention and Exhibition Centre are spotlighting pet influencers as a significant trend in consumer engagement and brand loyalty, reflecting their rising importance in the local marketing ecosystem.

• Market Opportunity and Professionalism: Pet influencers in Hong Kong are increasingly seen as professional media channels, with owners collaborating with marketing agencies to create authentic and engaging content. This professionalism opens new opportunities for brands, especially in pet fairs and events, to leverage petfluencers for brand activations and product launches.

• Challenges of Influencer Marketing in General: While not exclusive to petfluencers, Hong Kong marketers face challenges such as monitoring ROI, detecting fake followers, and ensuring brand safety. These issues affect influencer marketing effectiveness and trust, which also impact pet influencer campaigns.

• Platform Usage and Audience Reach: Social media platforms popular in Hong Kong, such as Instagram, Facebook, and TikTok, provide the main channels for petfluencers to reach audiences. However, the diversity of platforms requires tailored content strategies to maintain engagement and effectiveness.

• Consumer Demand for Authenticity and Expert Voices: Reflecting global trends, Hong Kong consumers increasingly value authenticity and credible information, pushing pet influencer marketing to evolve beyond just cute content toward more trustworthy, expert-backed messaging.

• Event and Industry Integration: Pet influencer marketing is gaining traction in Hong Kong’s pet care and event industries, with platforms like InterPetFest offering venues for brands to connect with petfluencers and pet owners, enhancing brand visibility and consumer trust.

In summary, Hong Kong media reports emphasize the rising prominence and professionalism of pet influencers, the need for authenticity and credible content, and the marketing challenges related to ROI and influencer quality. These reflect a maturing pet influencer market intertwined with broader influencer marketing dynamics in Hong Kong."

My question 6: "Please suggest 4 related research objectives and 2 related research issues on this topic in the context of Hong Kong."

The reply: "Based on the context of Hong Kong and the current state of pet influencer marketing, here are 4 related research objectives and 2 related research issues:

Research Objectives

1. To examine how pet owners’ self-identity (e.g., "pet parent" vs. "companion") influences their engagement with pet influencer marketing content in Hong Kong
   This objective builds on findings that self-identity shapes consumer responses and can help tailor marketing strategies for petfluencers targeting local audiences.

2. To analyze the effectiveness of pet influencer marketing campaigns on social media platforms popular in Hong Kong (Instagram, Facebook, TikTok), focusing on user engagement and conversion rates
   Given the rise of short video marketing and social commerce in the region, this objective aims to identify which platforms and content types best drive pet product sales.

3. To investigate the role of source credibility dimensions (trustworthiness, expertise, attractiveness) of pet influencers in shaping brand attitudes and purchase intention among Hong Kong consumers
   Applying source credibility theory in the local context will clarify how petfluencers build consumer trust and influence buying behavior.

4. To explore consumer perceptions of authenticity and ethical concerns regarding pet influencer marketing in Hong Kong, including animal welfare and transparency of sponsored content
   This objective addresses growing public sensitivity to ethical issues and the demand for credible, responsible marketing practices.

Research Issues

1. How to balance emotional appeal and credible, expert-backed information in pet influencer marketing to meet the expectations of Hong Kong’s increasingly discerning pet owners?
   As consumers seek both emotional connection and trustworthy advice, marketers face challenges integrating these elements without losing authenticity or consumer trust.

2. What are the challenges of measuring ROI and ensuring brand safety in pet influencer campaigns within Hong Kong’s saturated and rapidly evolving social media landscape?
   The proliferation of petfluencers and influencer marketing fatigue complicate effective campaign management and require new approaches to evaluate performance and maintain brand reputation.

These objectives and issues reflect the unique cultural, social, and market dynamics of Hong Kong’s pet influencer marketing environment and provide a foundation for future academic and practical exploration."

My question 7: "Comment on the academic and practical values of these 4 research objectives and 2 research questions."

The reply: "The suggested research objectives and issues hold significant academic and practical value in the context of Hong Kong’s pet influencer marketing landscape:

Academic Value

1. Advancing Theoretical Understanding:
   The objectives contribute to extending established marketing theories—such as self-identity, source credibility, and consumer engagement—to the relatively underexplored area of pet influencer marketing, particularly in a unique cultural context like Hong Kong. For example, examining how pet owner identity affects engagement enriches the Uses and Gratifications Theory and consumer psychology literature.

2. Filling Research Gaps:
   These objectives address notable gaps identified in current research, such as the ethical concerns, authenticity perceptions, and the integration of expert voices in petfluencer marketing. Investigating these in Hong Kong’s market helps build localized knowledge that complements global findings.

3. Contextualizing Influencer Marketing Effectiveness:
   By focusing on platform-specific effectiveness and ROI measurement challenges, the research aligns with calls in recent influencer marketing studies to empirically evaluate marketing spend versus engagement returns, a key academic concern.

4. Understanding Consumer Mindsets:
   Exploring regulatory focus and consumer perceptions related to petfluencers can deepen insights into how pet-related content influences consumer decision-making, a topic supported by recent experimental research on pet exposure effects.

Practical Value

1. Improving Marketing Strategies:
   Insights into how pet owner identity and source credibility influence engagement allow marketers and brands in Hong Kong to tailor campaigns more effectively, optimizing content for emotional resonance and trustworthiness, which are crucial for conversion.

2. Enhancing Campaign ROI and Brand Safety:
   Addressing challenges in ROI measurement and brand safety helps practitioners allocate budgets wisely and avoid reputational risks, a pressing issue in the saturated influencer market of Hong Kong.

3. Meeting Consumer Demand for Authenticity and Ethics:
   Understanding consumer concerns about authenticity and animal welfare enables brands to design responsible campaigns that align with evolving public expectations, thereby strengthening brand loyalty and reducing backlash risks.

4. Leveraging Platform-Specific Insights:
   Analyzing the effectiveness of different social media platforms provides actionable guidance for marketers on where to focus efforts in Hong Kong’s diverse digital ecosystem, improving reach and engagement.

Regarding the Research Issues

• The issue of balancing emotional appeal with credible information addresses a critical tension in influencer marketing, especially relevant in Hong Kong where consumers are becoming more discerning and seek trustworthy advice alongside entertainment.

• The challenge of measuring ROI and ensuring brand safety in a saturated market is a practical concern echoed in academic studies calling for more rigorous evaluation methods and fraud detection in influencer marketing campaigns.

In sum, these research objectives and issues are well-grounded in both academic literature and real-world marketing practice, offering valuable contributions to theory development and actionable insights for Hong Kong’s pet influencer marketing industry."

A collection of blog notes on using chatgpt for research purpose.

A video on how to become a petfluencer.