IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04381439.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • I. Audran & Jean-Marc Ferrandi & Nathalie Fleck-Dousteyssier, 2023. "Des influenceurs qui ont du chien ? Conditions d’efficacité de l’utilisation de chiens sur les réseaux sociaux," Post-Print hal-04381439, HAL.
    • Handle: RePEc:hal:journl:hal-04381439
    Note: View the original document on HAL open archive server: https://hal.science/hal-04381439
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04381439/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Pieters, Rik G. M. & Van Raaij, W. Fred, 1988. "Functions and management of affect: Applications to economic behavior," Journal of Economic Psychology, Elsevier, vol. 9(2), pages 251-282, June.
    2. Bruce Headey, 1999. "Health Benefits and Health Cost Savings Due to Pets: Preliminary Estimates from an Australian National Survey," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 47(2), pages 233-243, June.
    3. Batra, Rajeev & Ray, Michael L, 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 234-249, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sabrina ELBACHIR & Abderrahmane CHENINI, 2016. "The Emotional States of the Consumer in Stores: The PA (Pleasure-Arousal) Adapted to the Algerian Context," Expert Journal of Marketing, Sprint Investify, vol. 4(1), pages 10-19.
    2. Luomala, Harri T. & Laaksonen, Martti, 1997. "Mood-regulatory self-gifts: Development of a conceptual framework," Journal of Economic Psychology, Elsevier, vol. 18(4), pages 407-434, June.
    3. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    4. Clément Meier & Jürgen Maurer, 2022. "Buddy or burden? Patterns, perceptions, and experiences of pet ownership among older adults in Switzerland," European Journal of Ageing, Springer, vol. 19(4), pages 1201-1212, December.
    5. María del Mar García‐De los Salmones & Andrea Perez, 2018. "Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 194-208, March.
    6. Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
    7. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    8. Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Grenoble Ecole de Management (Post-Print) halshs-00467982, HAL.
    9. Ivanete Schneider Hahn & Flavia Luciane Scherer & Kenny Basso & Marindia Brachak dos Santos, 2016. "Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation," Brazilian Business Review, Fucape Business School, vol. 13(4), pages 49-71, July.
    10. Holak, Susan L. & Havlena, William J., 1998. "Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia," Journal of Business Research, Elsevier, vol. 42(3), pages 217-226, July.
    11. Yunju Kim & Heejun Lee, 2021. "Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    12. Coulter, Keith S. & Punj, Girish, 1999. "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, Elsevier, vol. 45(1), pages 47-58, May.
    13. Headey, Bruce & Grabka, Markus M., 2007. "Pets and Human Health in Germany and Australia: National Longitudinal Results," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 80, pages 297-311.
    14. Rizomyliotis, Ioannis & Konstantoulaki, Kleopatra & Kostopoulos, Ioannis, 2018. "Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement," Australasian marketing journal, Elsevier, vol. 26(3), pages 204-215.
    15. Bruce Headey & Markus M. Grabka, 2004. "The Relationship between Pet Ownership and Health Outcomes: German Longitudinal Evidence," Discussion Papers of DIW Berlin 434, DIW Berlin, German Institute for Economic Research.
    16. Megehee, Carol M., 2009. "Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand," Journal of Business Research, Elsevier, vol. 62(4), pages 420-431, April.
    17. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    18. Emmanuel Mogaji, 2016. "This advert makes me cry: Disclosure of emotional response to advertisement on Facebook," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1177906-117, December.
    19. Emmanuel Mogaji & Temitope Farinloye & Stella Aririguzoh, 2016. "Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1223389-122, December.
    20. Roozen, Irene & Claeys, Christel, 2009. "Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?," Working Papers 2009/39, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04381439. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.