Promoting pet welfare in Peru: social marketing strategies through TikTok

This study examines the use of TikTok^® as a social marketing tool for the protection of domestic animals in Peru. Five hypotheses were proposed to analyse the relationship between social marketing strategies in TikTok and its impact on education, awareness, and citizen participation in the promotion of animal protection. A quantitative methodology with a correlational-causal design was applied, with 430 participants completing a structured questionnaire. The questionnaire included items to measure the effectiveness of TikTok strategies in educating users, raising awareness, and encouraging participation. Data were analysed using partial least squares structural equation modelling (PLS-SEM). The results showed a significant positive influence of TikTok strategies on education (β = 0.547, p < 0.001) and awareness (β = 0.801, p < 0.001), but a negative impact of awareness on participation (β= -0.351, p < 0.001). These results highlight the potential of TikTok as a social marketing tool for animal protection, while revealing challenges in translating awareness into action. Future campaigns should combine awareness with clear avenues for citizen engagement, addressing the gap between awareness and engagement.