Queen Mary academic shares expertise on influencer marketing in ITV Tonight feature
Dr Sevil Yesiloglu, Senior Lecturer in Marketing at the School of Business and Management, has featured on ITV Tonight, contributing expert insight to a programme exploring the rise of social media pet influencers.
The episode, “Meet the social media pet stars paying their owners bills”, examines how animals with large online followings are generating income through brand partnerships and sponsored content, reflecting wider shifts in digital marketing practices.
Drawing on her research into the influencer marketing ecosystem, Dr Yesiloglu explained how value is created through the interactions between content creators, brands, platforms and audiences. Her contribution situates the growth of pet influencers within broader developments in influencer culture, where authenticity, relatability and emotional connection are central to audience engagement.
The programme also highlights key challenges in the sector, including the commercialisation of social media content and the need for greater transparency in advertising. Dr Yesiloglu’s research emphasises that influencer marketing operates as a complex system shaped by platform dynamics, industry practices and evolving regulatory frameworks.
Her appearance demonstrates the impact of research at Queen Mary University of London in informing public understanding of contemporary issues in business and society.
The episode is available to watch on demand via ITVX.