Article: Why do users follow sponsored influencer content? Toward a deeper understanding of consumption-related user motivations Journal: International Journal of Internet Marketing and Advertising (IJIMA) 2025 Vol.22 No.3 pp.286 - 312 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. Inderscience Publishers - linking academia, business and industry through research

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

Authors: Joerg Tropp; Andreas Baetzgen

Addresses: Department for Marketing Communications, Pforzheim University, D-75175 Pforzheim, Tiefenbronner Street 65, Germany ' HTW Berlin University, School of Computing, Communication, and Business, D-12459 Berlin, Wilhelminenhofstrasse 75A, Germany

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.

Keywords: influencer marketing; brand related content; Instagram content; gratifications; advertising value; user engagement; sponsored influencer content; consumption related user motivations.

DOI: 10.1504/IJIMA.2025.146384

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.3, pp.286 - 312

Received: 27 Sep 2022
Accepted: 14 Feb 2023
Published online: 28 May 2025 *

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

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