Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media

Li Xie-Carson, Pierre Benckendorff and Karen Hughes

Journal of Business Research, 2023, vol. 167, issue C

Abstract: This study examines the phenomenon of non-human influencers on social media, including living entities such as animals and plants, as well as non-living entities such as objects, toys, mascots, robots, licensed characters, and virtual influencers. Using more-than-human netnography, the study analyses 1112 user comments from 52 Instagram posts to identify and describe the key source and content factors that drive user engagement with non-human influencers. The findings suggest that users engage with non-human influencers for a variety of reasons, including entertainment value, emotional connection, and educational content. The study contributes to the conceptualisation of non-human influencers by proposing a framework mapping the engagement factors and presenting research questions for future exploration. The implications of this study are significant for brands and businesses seeking to work with non-human influencers in their marketing strategies.

Keywords: Non-human influencer; Social media influencer; Influencer marketing; User engagement; Netnography; Instagram (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005088

DOI: 10.1016/j.jbusres.2023.114149

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