Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media
研究了社交媒体上非人类影响者（如动物、植物、虚拟角色等）如何驱动用户参与，分析了52个Instagram帖子中的1112条用户评论，发现娱乐价值、情感连接和教育内容是关键因素。
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.