DIGITAL VISIBILITY AND COMMUNITY CARE: INSTAGRAM-BASED LOST PET RECOVERY AND COMPANION ANIMAL WELFARE

Povzetek

Companion animal loss is both an emotional crisis for pet guardians and a significant animal welfare concern in urban environments. Although social media platforms are increasingly used to circulate missing pet alerts, limited research has examined how Instagram-based lost pet pages contribute to companion animal welfare and community participation. This qualitative case study investigates lostpetsofchennai, an Instagram page dedicated to missing, spotted, reunited, and animal welfare related communication in Chennai, India. The study combines Instagram page analysis, platform insights, and semi-structured interviews with 22 participants, including pet guardians, spotters, feeders, rescuers, followers, active resharers, and animal welfare page administrators. Thematic analysis identified five key processes, enhancing visibility, providing practical search guidance, encouraging micro participation, connecting online communication with offline recovery efforts, and fostering trust and civic care. The findings demonstrate that Instagram-based lost pet pages function as digital community support networks that strengthen companion animal welfare by linking platform visibility with collaborative local action and emotional support.