Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media

Abstract

This study examines the phenomenon of non-human influencers on social media, including living entities such as animals and plants, as well as non-living entities such as objects, toys, mascots, robots, licensed characters, and virtual influencers. Using more-than-human netnography, the study analyses 1112 user comments from 52 Instagram posts to identify and describe the key source and content factors that drive user engagement with non-human influencers. The findings suggest that users engage with non-human influencers for a variety of reasons, including entertainment value, emotional connection, and educational content. The study contributes to the conceptualisation of non-human influencers by proposing a framework mapping the engagement factors and presenting research questions for future exploration. The implications of this study are significant for brands and businesses seeking to work with non-human influencers in their marketing strategies.