Are Pet Influencers Really a Thing?

Are Pet Influencers Really a Thing?

From Is This Really a Thing? by UCF College of Business

September 15, 2025 · 23 min

About this episode

This episode explores the impact of pet influencers on consumer behavior and marketing.

From Lassie to Grumpy Cat to Ruby the golden doodle, pets have long captured our hearts—but today, they’re also capturing serious market share. In this episode of Is This Really a Thing?, Dean Paul Jarley dives into the booming world of pet influencers with UCF Marketing expert Dr. Carolyn Massiah and Amber Downs, creator of @orlandoodle. Together, they explore why pets are such powerful connectors, how authenticity and branding drive this unique space, and whether pet influencing is just internet fluff or a lasting force shaping consumer behavior. Featured Guests Carolyn Massiah, Ph.D. - Associate Chair, Department of Marketing & Associate Lecturer, Marketing Amber Downs - Dog Mom, Pet Influencer, @orlandoodle (Instagram) Episode Transcription Paul Jarley: Smokey Bear told us that only we could prevent wildfires. Rin Tin Tin and Lassie became household names. Boo The Pomeranian and Grumpy Cat sold merch. So here's the question, were these the first pet influencers? This show is all about separating hype from fundamental change. I'm Paul Jarley, Dean of the College of Business here at UCF. I've got lots of questions. To get answers, I'm talking to people with interesting insights…

People in this episode

Host: Paul Jarley

Guests: Amber Downs, Carolyn Massiah Ph D

Topics covered

  • pet influencers
  • marketing
  • consumer behavior

Keywords

  • authenticity
  • branding
  • social media

Mentioned in this episode

Products: @orlandoodle

Books & works: Is This Really a Thing

Places: Florida

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