ScholarWorks@중앙대학교

초록

This study investigates how pet-related SNS marketing characteristics and influencer attributes influence consumers’ purchase intention for featured pet products. Specifically, the research examines the moderating roles of pet types and SNS platform categories in these relationships. SNS marketing characteristics were identified as interactivity, informativeness, and trendiness, while influencer attributes included authenticity, attractiveness, expertise, and intimacy. The empirical results show that interactivity and informativeness positively affect purchase intention, whereas among influencer attributes, only authenticity demonstrates a significant positive influence. The moderating analyses further reveal meaningful differences between dog and cat owners, as well as between YouTube and Instagram as SNS platform types. This study expands the understanding of consumer behavior in the pet industry by integrating SNS-based marketing dynamics and influencer effects. The findings provide practical implications for developing differentiated marketing strategies tailored to pet types and platform characteristics, offering valuable insights for practitioners seeking to enhance consumer engagement and purchase intention.

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