東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Exploring the Role of Influencer Mar...

Henry, Haylee,

Linked to FindBook

Google Book

Amazon

博客來

Exploring the Role of Influencer Marketing in the Animal Health Industry: A Content Analysis of Strategies and Impact /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Exploring the Role of Influencer Marketing in the Animal Health Industry: A Content Analysis of Strategies and Impact // Haylee Henry.
Author:	Henry, Haylee,
Description:	1 electronic resource (86 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32002381
ISBN:	9798280774643

Exploring the Role of Influencer Marketing in the Animal Health Industry: A Content Analysis of Strategies and Impact /
Henry, Haylee,

Exploring the Role of Influencer Marketing in the Animal Health Industry: A Content Analysis of Strategies and Impact /Haylee Henry. - 1 electronic resource (86 pages)

Source: Masters Abstracts International, Volume: 86-12.

A review of literature revealed a lack of peer-reviewed research on influencer marketing within the animal health and nutrition industry, specifically within the livestock sector. This study aimed to address this gap by analyzing how animal health and nutrition companies of different sizes utilized influencer marketing and how consumers interacted with content tailored to influencer marketing. A content analysis was conducted. This study collected and analyzed social media influencer posts from eight North American animal health and nutrition companies, three small, three medium, and two large, between January 2023 and December 2024. Influencer content included posts by individuals, partner organizations, or livestock that promoted company products or services. The posts were coded and analyzed to determine strategy types, engagement metrics, and social media marketing differences by company size.The findings revealed while all companies used influencer marketing, larger companies focused on professional partnerships and educational content, while smaller companies relied on personalized influencer connections. Consumer engagement varies by format and tone of content, with visual storytelling and scientific credibility influencing post-interaction. Limitations included platform restrictions with the potential to remove negative comments and the exclusion of TikTok data due to university policy. This study highlights the need for further research into agricultural influencer marketing and provides insights for companies aiming to build more effective digital strategies tailored to livestock audiences. With a better understanding of influencer approaches and consumer behaviors, companies can refine and develop their marketing efforts to enhance their reach in the animal health and nutrition industry.

English

ISBN: 9798280774643Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Animal health

Exploring the Role of Influencer Marketing in the Animal Health Industry: A Content Analysis of Strategies and Impact /
LDR:03233nmm a22004213i 4500 001 2432707
005 20250731101917.5
006 m o d
007 cr|nu||||||||
008 261011s2025 miu||||||m |||||||eng d
020 $a 9798280774643
035 $a (MiAaPQD)AAI32002381
035 $a AAI32002381
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a Henry, Haylee, $e author. $0 (orcid)0009-0002-4166-7445 $3 3822031
245 1 0 $a Exploring the Role of Influencer Marketing in the Animal Health Industry: A Content Analysis of Strategies and Impact / $c Haylee Henry.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2025
300 $a 1 electronic resource (86 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 86-12.
500 $a Advisors: Cox, Casandra K. Committee members: Rucker, K. Jill; Vehige, Grace.
502 $b M.S. $c University of Arkansas $d 2025.
520 $a A review of literature revealed a lack of peer-reviewed research on influencer marketing within the animal health and nutrition industry, specifically within the livestock sector. This study aimed to address this gap by analyzing how animal health and nutrition companies of different sizes utilized influencer marketing and how consumers interacted with content tailored to influencer marketing. A content analysis was conducted. This study collected and analyzed social media influencer posts from eight North American animal health and nutrition companies, three small, three medium, and two large, between January 2023 and December 2024. Influencer content included posts by individuals, partner organizations, or livestock that promoted company products or services. The posts were coded and analyzed to determine strategy types, engagement metrics, and social media marketing differences by company size.The findings revealed while all companies used influencer marketing, larger companies focused on professional partnerships and educational content, while smaller companies relied on personalized influencer connections. Consumer engagement varies by format and tone of content, with visual storytelling and scientific credibility influencing post-interaction. Limitations included platform restrictions with the potential to remove negative comments and the exclusion of TikTok data due to university policy. This study highlights the need for further research into agricultural influencer marketing and provides insights for companies aiming to build more effective digital strategies tailored to livestock audiences. With a better understanding of influencer approaches and consumer behaviors, companies can refine and develop their marketing efforts to enhance their reach in the animal health and nutrition industry.
546 $a English
590 $a School code: 0011
650 4 $a Communication. $3 524709
650 4 $a Home economics. $3 551902
653 $a Animal health
653 $a Content analysis
653 $a Influencer marketing
653 $a Social media
690 $a 0459
690 $a 0338
690 $a 0386
710 2 $a University of Arkansas. $b Agricultural & Extension Education. $e degree granting institution. $3 3822032
720 1 $a Cox, Casandra K. $e degree supervisor.
773 0 $t Masters Abstracts International $g 86-12.
790 $a 0011
791 $a M.S.
792 $a 2025
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32002381