Overview
In the digital age, pets have become social media stars, marketing assets, and brand ambassadors. Petfluencers, or animals with followings on social media, have created a niche sector in influencer marketing. These animal personalities offer brands a playful, effective way to connect with consumers. Pet-powered branding utilizes the emotional bond people share with animals, driving engagement, loyalty, and product sales across industries ranging from pet care to fashion and tech. As consumer attention shifts toward relatability, the rise of petfluencers highlights a new frontier in branding and marketing. Petfluencers and Pet-Powered Branding examines the rise of petfluencers and pet-powered branding, exploring how brands leverage pet-driven marketing to enhance consumer engagement and loyalty. Through case studies, ethical insights, and emerging trends, it provides a comprehensive view of how pet-centric strategies impact digital marketing, retail, hospitality, and the pet industry. This book covers topics such as digital marketing, social media, and psychology, and is a useful resource for business owners, entrepreneurs, marketers, psychologists, academicians, researchers, and scientists.
Full Product Details
Author: Luzia Arantes ,
Bruno Sousa
Publisher: IGI Global
Imprint: Business Science Reference
ISBN: 9798337343433
Pages: 424
Publication Date: 15 October 2025
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Author Information
Luzia Arantes (lamorim@ua.pt) as a PhD in Applied Psychology from the University of Minho, Portugal, in addition, she is doing a PhD in Marketing and Strategy at the same institution. She is currently a researcher at Ekonomikas un Kulturas Augstskola (Serbia) and a lecturer at Polytechnic University of Cávado and Ave and at University of Aveiro, Portugal. She has published book chapters in IGI Global on marketing, tourism, consumer behaviour, sustainability and artificial intelligence. He has published in the Journal of International Journal of Marketing, Corporate Social Responsibility and Environmental Management, Journal of Cultural Heritage Management and Sustainable Development, Journal of International Consumer Marketing, Sustainability and the European Journal of Applied Business Management. She has received several awards, including the Best Paper Award in Sustainable Marketing & Digital Perspectives and the Best Paper Award in Consumer Behaviour. Bruno Sousa (bsousa@ipca.pt) is Adjunct Professor of Marketing at Polytechnic Institute of Cavado and Ave (IPCA), Portugal and PhD in Marketing and Strategy in Universidade do Minho, Portugal. Head of Master Program - Tourism Management (IPCA) and Tourism Marketing Master. CiTUR research member. Bruno Sousa has published several chapters at IGI Global over the past 5 years, on topics of marketing, tourism and management. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.
