Impact of social media content types on engagement with sponsored posts : an empirical investigation of Facebook pet influencers

Abstract

This thesis investigates the impact of different content types on user engagement, focusing on both organic and paid content in the context of pet influencers. Grounded in Uses and Gratifica-tions (U&G) theory, the thesis aims to examine the underlying motivations driving user en-gagement with pet influencer content on Facebook platform, providing insights into why users interact with specific types of social media content. Additionally, the study incorporates the ad-vertising effectiveness model to identify key factors influencing engagement and the pathways through which users respond to pet influencer advertisements. The findings reveal that emotion-al content is the most effective in driving user engagement, followed by entertaining and infor-mational content. Furthermore, the results highlight the effectiveness of pet influencer advertis-ing in capturing user attention and fostering interaction. By providing insights into content-driven engagement patterns, this thesis contributes to a deeper understanding of social media marketing strategies within the pet influencer domain.Armin ZulićMasterarbeit Universität Klagenfurt 202