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Why do users follow sponsored influencer content? Toward a deeper understanding of consumption-related user motivations

Author

Listed:
  • Joerg Tropp
  • Andreas Baetzgen

Abstract

Brand-related content is by no means a disruptive factor in the relationship between influencer and follower. It has a functional and social value that positively affects follower engagement and purchase intention. Based on the uses and gratification approach the aim of the study is 1) to identify the consumption-related gratifications which are sought by consumers of sponsored influencer content on Instagram and 2) to gain knowledge how these affect influencers' advertising value, follower engagement and purchase intention. Four group discussions and a subsequent online survey among Instagram users (n = 540) are used to explore the relevant gratifications sought and their respective influence. The results demonstrate that search for consumption inspiration, reward, and quality (re)assurance, in particular, motivates users to expose themselves to influencers' brand-related content. These gratifications have a direct and significant influence on advertising value and purchase intention, independent of influencer credibility, relationship closeness between influencer and follower, and content quality.

Suggested Citation

  • Joerg Tropp & Andreas Baetzgen, 2025. "Why do users follow sponsored influencer content? Toward a deeper understanding of consumption-related user motivations," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 22(3), pages 286-312.
    • Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:286-312
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