Different engagement dimensions, different outcomes: consumer engagement with tech influencers and behavioural outcomes

Understanding how consumers engage with technology influencers is critical for effective digital marketing. Drawing on Uses and Gratifications Theory, this study examines how intellectual, social, status, and hedonic benefits shape cognitive, emotional, and behavioural engagement, and how these dimensions translate into purchase and continued engagement decisions. Survey data from 410 followers, analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), show that intellectual benefits are associated with all engagement dimensions, while social and status benefits relate primarily to behavioural engagement, and hedonic benefits to emotional engagement. Cognitive engagement is the strongest predictor of both purchase and continued engagement, followed by behavioural engagement, whereas emotional engagement predicts continued engagement only. The findings show that engagement operates through distinct psychological mechanisms and provides actionable insights for designing influencer content that supports conversion and sustained engagement.