Source Credibility and Innovative Marketing Communication of Pet Influencers on Social Media in the Context of an Aging Society

Abstract

This study aimed to 1) examine the credibility and marketing communication of pet influencers on online platforms, 2) investigate the credibility factors of pet influencers that affect older adults’ attitudes toward pet ownership, and 3) explore the marketing communication factors of pet influencers that influence older adults’ attitudes toward pet ownership. This quantitative study employed a questionnaire to collect data from 400 Thai consumers aged 60 and above who follow pet influencers on social media. Data were analyzed using descriptive statistics and Stepwise Multiple Regression.

           The results indicated that the overall credibility of pet influencers was very high, with the attributes of cuteness and attractiveness being the most prominent, followed by relevant knowledge or experience and the ability to entertain. Although sincerity was rated high, its mean score was slightly lower than the other attributes. Overall, innovative marketing communication was also rated high, with brand-influencer congruence being the most significant factor, followed by creativity in presentation and content suitability for older adults. Information clarity, while also rated high, was relatively less prominent. The overall consumer attitude was very positive, reflecting acceptance of pet influencer communication among older adults. Hierarchical multiple regression analysis revealed that a model including independent variables such as information clarity, content suitability, credibility, content attractiveness, and appeal significantly predicted the dependent variable. The model demonstrated strong relationships among variables, explained a substantial proportion of the variance in the dependent variable, had acceptable estimation errors, and passed tests for error independence, confirming its suitability and reliability for prediction in the context of an aging society.