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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-04381439v1
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    References listed on IDEAS

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    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.
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