Petfluencers in the digital age

A rise of "petfluencers" has taken over social media, where furry ones with thousands of followers sway trends and consumer behaviour in the digital world just like any other human influencer by promoting products and services. According to Smith and Johnson (2023), a petfluencer is usually an animal (a cat, dog, or other domestic pet) that has gained considerable attention and influence through social media platforms. These pets are often managed by their owners, who curate content that showcases their personalities, behaviours, or specific niches, creating a digital persona that resonates with audiences worldwide (Williams, 2022). The appeal of petfluencers lies in their ability to evoke positive emotions, often through cuteness, humour, or relatability. The rise of petfluencers is mainly due to the viral nature of social media, especially on platforms like Instagram, TikTok, X, and YouTube, where visual content plays a big role in attracting attention. In this digital space, pets are not just featured in content but actively shape trends and build communities (Carter and Holmes, 2022). As a result, these pets have become more than just internet sensations—they are now cultural icons, influencing consumer habits and lifestyle choices with their cuteness (Davis and Lee, 2024).