Exploring the Effect of User Motivations on Influencer Marketing Campaign Effectiveness

This research examines how user motivations relate to the effectiveness of influencer marketing campaigns. Based on the uses and gratifications theory (UGT), it analyses how five user motivations—seeking information, entertainment, inspiration, self-expression and social interaction—impact consumer engagement, trust, attitudes and intentions to purchase. A quantitative study involving 206 social media users was performed, and the data were examined using correlation, regression and mediation analyses. The results indicate that social interaction and information-seeking are the most significant predictors of user engagement, whereas inspiration greatly improves consumer attitudes and their intention to purchase. Trust somewhat influences the relationship between user motivations and campaign results. The research ends by offering actionable suggestions for brands to create influencer marketing strategies focused on users that address consumers’ psychological requirements, thereby enhancing engagement and promoting favourable brand attitudes.