Orchestrating Pet Influencers: Rhetorical and Visual Strategies in Creating Mediated Platform Content

Despite the prevalence of pet influencers, there is a paucity of studies on the subject matter. Our paper utilizes a mix of interviews and Netnography to understand how people orchestrate their pet companions on social platforms. We provide a typology of performative storytelling and discuss implications to theory and firms.



Citation:

Ghalia Shamayleh and Zeynep Arsel (2020) ,"Orchestrating Pet Influencers: Rhetorical and Visual Strategies in Creating Mediated Platform Content", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 874-879.

Authors

Ghalia Shamayleh, Concordia University, Canada
Zeynep Arsel, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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