Des influenceurs qui ont du chien ? Conditions d’efficacité de l’utilisation de chiens sur les réseaux sociaux

I. Audran, Jean-Marc Ferrandi (jean-marc.ferrandi@oniris-nantes.fr) and Nathalie Fleck-Dousteyssier (fleckn@club.fr)
Additional contact information
I. Audran: ONIRIS - École nationale vétérinaire, agroalimentaire et de l'alimentation Nantes-Atlantique
Jean-Marc Ferrandi: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Nathalie Fleck-Dousteyssier: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: With the development of social networks like Instagram, creating an account for your dog has become common. These canine accounts are successful, as dogs are seen as endearing, fun and are a source of well-being for people. Advertisers hope that this pet will attract users' attention and, through various cognitive and affective mechanisms, increase the effectiveness of communication. In this experimental study carried out on Instagram (n = 374), we aim to compare the effect produced by posts generated by a canine account versus a human account, according to the congruence of the product with the staged actor and with the situation. We show that it might be worthwhile for advertisers to use dogs on social networks and we identify certain conditions of effectiveness.

Keywords: Dog; influencer; Instagram; social media; Chien; influenceur; réseau social (search for similar items in EconPapers)
Date: 2023-09-07
Note: View the original document on HAL open archive server: https://hal.science/hal-04381439v1
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Published in Colloque Marketing Digital, Sep 2023, Paris, France

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