Essec\Faculty\Model\Contribution {#2220
  #_index: "academ_contributions"
  #_id: "16513"
  #_source: array:26 [
    "id" => 16513
    "slug" => "16513-pet-influencers-navigating-narrative-and-sponsored-content"
    "yearMonth" => "2026-06"
    "year" => 2026
    "title" => "Pet Influencers: Navigating Narrative and Sponsored Content"
    "description" => "SHAMAYLEH, G. (2026). Pet Influencers: Navigating Narrative and Sponsored Content. Dans: <i>Routledge Companion to Influencer Marketing</i>. 1st ed. Routledge."
    "authors" => array:4 [
      0 => array:3 [
        "name" => "SHAMAYLEH Ghalia"
        "bid" => "B00819532"
        "slug" => "shamayleh-ghalia"
      ]
      1 => array:1 [
        "name" => "MARDON Rebecca"
      ]
      2 => array:1 [
        "name" => "COSTELLO Joyce"
      ]
      3 => array:1 [
        "name" => "COCKER Hayley"
      ]
    ]
    "ouvrage" => "Routledge Companion to Influencer Marketing"
    "keywords" => array:4 [
      0 => "Pet influencers"
      1 => "non-human influencers"
      2 => """
        human-animal relationships,\n
        anthropomorphism
        """
      3 => "sponsorship"
    ]
    "updatedAt" => "2026-06-11 11:06:16"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => ""
      "volume" => ""
      "number" => "23"
    ]
    "type" => array:2 [
      "fr" => "Chapitres"
      "en" => "Book chapters"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => """
        This chapter conceptualizes how account managers create pet social media content by leveraging\n
        textual and visual cues to construct digital narratives that engage their online audiences. Previous\n
        consumer research has focused on human influencers, their construction of a persona and\n
        narratives, performance of authenticity, and management of parasocial relationships. Left\n
        unexplored is their animal equivalent on social platforms, pet influencers. Researchers have\n
        investigated human-animal relationships through frameworks such as anthropomorphism and\n
        extended self but have focused on offline interspecies interactions. Marketing and media studies\n
        have addressed pet influencers and content; however, narratives devised to engage audiences and\n
        create and inform sponsorship opportunities remain underexplored. This chapter examines how\n
        content creators motivated by affective encounters with non-human actors construct pet content.\n
        The developed framework details two narrative forms evoked in pet content: sequential character\n
        narrative and intertextual memetic narrative. The former builds a serial, coherent storyline for the\n
        account’s persona, influencing followers to develop parasocial relationships with the mediated\n
        pet. Conversely, the latter incorporates culturally recognizable themes into the persona and\n
        storyline to elicit sentiments such as humor and nostalgia. The framework also illustrates how\n
        both narrative forms are adapted for sponsored content. This chapter addresses a gap in the\n
        influencer marketing literature concerning the management of non-human influencers by\n
        offering a conceptual account of how content is crafted when an account is managed by an\n
        individual other than the account persona. It also offers practical recommendations for marketing\n
        professionals aiming to collaborate with pet content creators or engage their online communities\n
        affectively.\n
        \n
        En Francais
        """
      "en" => """
        This chapter conceptualizes how account managers create pet social media content by leveraging\n
        textual and visual cues to construct digital narratives that engage their online audiences. Previous\n
        consumer research has focused on human influencers, their construction of a persona and\n
        narratives, performance of authenticity, and management of parasocial relationships. Left\n
        unexplored is their animal equivalent on social platforms, pet influencers. Researchers have\n
        investigated human-animal relationships through frameworks such as anthropomorphism and\n
        extended self but have focused on offline interspecies interactions. Marketing and media studies\n
        have addressed pet influencers and content; however, narratives devised to engage audiences and\n
        create and inform sponsorship opportunities remain underexplored. This chapter examines how\n
        content creators motivated by affective encounters with non-human actors construct pet content.\n
        The developed framework details two narrative forms evoked in pet content: sequential character\n
        narrative and intertextual memetic narrative. The former builds a serial, coherent storyline for the\n
        account’s persona, influencing followers to develop parasocial relationships with the mediated\n
        pet. Conversely, the latter incorporates culturally recognizable themes into the persona and\n
        storyline to elicit sentiments such as humor and nostalgia. The framework also illustrates how\n
        both narrative forms are adapted for sponsored content. This chapter addresses a gap in the\n
        influencer marketing literature concerning the management of non-human influencers by\n
        offering a conceptual account of how content is crafted when an account is managed by an\n
        individual other than the account persona. It also offers practical recommendations for marketing\n
        professionals aiming to collaborate with pet content creators or engage their online communities\n
        affectively.
        """
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2026-07-18T05:23:29.000Z"
    "docTitle" => "Pet Influencers: Navigating Narrative and Sponsored Content"
    "docSurtitle" => "Book chapters"
    "authorNames" => "<a href="/cv/shamayleh-ghalia">SHAMAYLEH Ghalia</a>, MARDON Rebecca, COSTELLO Joyce, COCKER Hayley"
    "docDescription" => "<span class="document-property-authors">SHAMAYLEH Ghalia, MARDON Rebecca, COSTELLO Joyce, COCKER Hayley</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2026</span>"
    "keywordList" => """
      <a href="#">Pet influencers</a>, <a href="#">non-human influencers</a>, <a href="#">human-animal relationships,\n
      anthropomorphism</a>, <a href="#">sponsorship</a>
      """
    "docPreview" => "<b>Pet Influencers: Navigating Narrative and Sponsored Content</b><br><span>2026-06 | Book chapters </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Pet Influencers: Navigating Narrative and Sponsored Content</a>"
  ]
  +lang: "en"
  +"_score": 8.615118
  +"_ignored": array:2 [
    0 => "abstract.en.keyword"
    1 => "abstract.fr.keyword"
  ]
  +"parent": null
}