Date of Graduation

5-2025

Document Type

Thesis

Degree Name

Master of Science in Agricultural & Extension Education (MS)

Degree Level

Graduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Cox, Casandra K.

Committee Member

Rucker, K. Jill

Second Committee Member

Vehige, Grace

Keywords

Agriculture; Animal Health; Content Analysis; Influencer Marketing; Social Media

Abstract

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.

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