Exploring Influences of Pet-Related Social Media Content on Perceptions of Pet Adoption

Abstract

Despite the growing literature on social media use, the online presence of pets, and the increasing rates of pet ownership in the country, only limited studies analyze the effects of social media use on perceptions of pet adoption as a method of pet ownership, especially in the context of the Philippines. The study explored the influence of pet-related social media content on perceptions of pet adoption among past, current, and prospective pet owners in Metro Manila. Guided by the Uses and Gratification Theory (UGT), Focus Theory of Normative Conduct (FTNC), and Cultivation Theory (CT), the research examined how exposure to content, motivations, and social norms interact with practical barriers in shaping adoption perceptions. A descriptive-exploratory design was employed through an online survey administered to 154 respondents. Results of the study revealed that while respondents frequently encountered and engaged with pet-related content for emotional and informational gratifications, this reinforced favorable perceptions of pet adoption rather than direct adoption intent. Normative cues further sustained adoption as a socially desirable practice; however, practical barriers to pet adoption remained the most influential factor among respondents. Overall, the study demonstrated that social media plays a significant role in cultivating positive perceptions and reinforcing pet adoption as a cultural norm, but its capacity to influence adoption intent is limited without external support. These insights contribute to the growing body of literature on Philippine media studies by extending classical media effects theories into contemporary digital contexts.