Unlocking the enigma: understanding the motives and identities of Chinese urban youth as influencer followers

Purpose This study aims to explore the perceptions of follower identities among Chinese youth and the formation of these identities within the context of use and gratification theory and mediated relationships. Design/methodology/approach Interviews were conducted with 22 individuals who followed digital influencers on various social media platforms, and a general inductive approach was followed to analyze the collected data. Findings The research uncovered that influencers’ followers view themselves as learners, advisees, surveillants, friends and sponsors, aligning these identities with their reasons for following influencers. These reasons are classified as either emotionally or functionally driven. The study further highlights the critical role these motivations and identities play in influencing the followers’ intentions to buy products and brands endorsed by influencers. Followers motivated by utilitarian reasons focus more on the product’s functionality and practical value, whereas those attracted to influencers for their unique personalities and perceived personal connections place greater importance on the products’ symbolic value. Originality/value Despite the widespread attention the influencer market has garnered, scant literature has deeply explored the psychological mechanisms behind individuals’ behavior in following influencers and their subsequent purchasing intentions. This study introduces new insights into influencer marketing by focusing on followers’ psychological motivations, offering a refined understanding of their impact on the dynamics of digital marketing.