Abstract
The research by Wei, Zhang, Ying, and Zheng explores how pet influencers—specifically dog influencers on Instagram—impact hotel booking intentions. Through two experiments, the study reveals that message appeal (rational vs. emotional) interacts with audience characteristics like prior experience and perceived attractiveness of the pet influencer. Rational messages are more persuasive for less experienced travelers and when the pet influencer is perceived as less attractive. Emotional messages, while engaging, are less effective in these contexts. This research uncovers the nuanced power of pet influencer marketing and offers practical strategies for hospitality marketers seeking to tap into the booming “cute economy” of social media.
Original Article
Wei, W., Zhang, L., Ying, T., & Zheng, Y. (2025). Pet influencer marketing appeal in hotel booking: Exploring the power of message appeal and boundary conditions. International Journal of Hospitality Management, 126, 104094.
Recommended Citation
Wei, Wei; Zhang, Lu; Ying, Tianyu; and Zheng, Yanyan
(2026)
"Paws and Persuasion: How Dog Influencers Shape Hotel Booking Decisions,"
Rosen Research Review: Vol. 6:
Iss.
1, Article 8.
Available at:
https://stars.library.ucf.edu/rosen-research-review/vol6/iss1/8
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