WHY DO PEOPLE WATCH ASTROLOGY REELS? UNVEILING USER MOTIVATIONS THROUGH UGT: A GROUNDED THEORY APPROACH

The rise of short-form video content on social media, particularly astrological reels, is capturing consumers' attention, presenting both opportunities and challenges for marketers to convert scrolling behavior into permanent engagement. This study explores the key drivers behind consumers' intention to engage with astrological reels by employing a qualitative methodology and grounded theory approach. The study draws upon in-depth interviews with 20 participants who regularly use astrology reels. According to the UGT, six themes are identified through investigation, elucidating why people use astrological reels on a personal level: enjoyment, convenience, and utility for communication, enhancing social connection, seeking social support, sharing information, and relaxing from daily life. The study reveals that astrology can play different roles in the lives of individuals. People use astrology reels as a form of self-reflection and self-discovery to gain insights into their personalities, strengths, and challenges. Some use it as a tool for decision-making, looking to the stars for guidance in matters of love, career, and other important life choices. The study provides insights for marketers and astrology content creators to better understand the motivations of astrology content consumers on social media platforms. The research also contributes to the literature on various facets of social media content usage. Businesses could prioritize smaller, astrology-believing communities with authenticity and trust, highlighting a unique blend of tradition and algorithmic persuasion in the attention economy. Keywords: Grounded theory, Uses and Gratifications Theory (UGT), astrology, reels, UGT, social media