Influencer marketing and consumer motivations through the lens of the Means-End Chain theory

Much of the literature on social media marketing, and social media influencers in particular, has focused on influencer characteristics and endorsement outcomes. What is lacking, however, is a deeper understanding of the motivations and consumer values associated with social media influencers within increasingly interactive and dynamic digital environments. This study seeks to develop a comprehensive model of consumers’ motivational patterns towards social media influencers. The current study utilizes laddering interviews to explore consumers’ perceptions of SMIs through a Means-End Chain approach. Drawing on a holistic MEC framework, the study examines how consumers cognitively connect influencer attributes, interaction consequences, and higher-order personal values. The Means-End Chain analysis revealed four key values that captured the motivational patterns of consumers: (1) stimulation, (2) hedonism, (3) social bonding, and (4) accomplishment. The findings further demonstrate how influencer characteristics are translated into socially embedded and emotionally meaningful value structures through dynamic influencer–consumer interactions. The Means-End Chainanalysis presents a look beyond the surface of what has become an increasingly important area of social media marketing.