Table 3 Thematic coding and proof quotes for sought gratifications
Theme | Sub-theme | Interview excerpts |
|---|---|---|
Broadening knowledge | Broaden knowledge | I follow others because they are specialists and I find out more about their field. They share specific knowledge about a specific field of science (e.g. HR and logistics specialist). For me, they seem to be useful as they share practical and up-to-date information |
Relevant information | As a make-up artist, I follow influencers who provide specialised make-up application and beautification techniques | |
Perceived Usefulness | Useful techniques for daily routine Relevant content Useful content | For instance, the first influencer, FH, focuses on motherhood. She teaches followers how to schedule the meals for her baby. She also focuses on techniques that simplify her role as a mother and how to behave in certain situations |
Self-improvement | Reach a goal | I enjoy following sports influencers, celebrities, and make-up artists. I follow sports and athlete accounts in order to learn how to train when I visit the gym. I need to lose weight so that I follow them to reach my goal. I observe them and learn more about how to burn calories and build my muscles via practice. They also advertise healthy food and stuff I follow one of the superstars, SS, because of his muscular appearance. His appearance is reflected in his daily routine. Despite eating a lot, he also spends a lot of time at the gym to burn off the calories. When I go to the gym, I recall that he previously showed us how to use this equipment, so I practice similarly without being injured |
Practical knowledge | ||
Developing Skills | ||
Self-improvement | Thoughts provoking Diverse point of views Openness to others | The content MS shares is fantastic. His stories are focused on helping others improve themselves and achieve their goals in all areas of life. Every day, I look forward to seeing what he has posted on his account. His work is accessible, entertaining, and thought provoking. It's a great way to broaden your horizons and gain exposure to new insights and perspectives |
Boosting positivity | Positive energy Fulfilling life style Positive attitude Positive aspects of life Full of life | I find that following some influencers gives me a boost of enthusiasm and positive energy, so I seek out more like them. YS is a great example of a role model because she encourages her followers to have a positive attitude, and she tries to set a good example by living a happy, fulfilling life herself. I learn how to maintain a healthy and fulfilling lifestyle by imitating those I admire I also follow other accounts that share social content and they have a positive impact on me. Each one of them is specialised in a certain positive aspect of life |
Fostering morale | Good manner Considerate way Values Ethics | A third demonstrated her routine in a dignified and considerate way. She promotes ethical concepts, values, and morals and encourages the best in others |
Reinforce Inspiration | Motivated Inspired Positive energy Accomplishment Balance | I believe their material boosts morale through positive energy, accomplishment, and inspiration. When I see how they balance their home responsibilities and work, I become more motivated. Their daily lives can show us young people what to do as well as how to behave in the future, when we have similar responsibilities |
Passing time/Enjoyment | Boredom Spend time Enjoy Common interests Funny | Actually, I follow some because I sometimes feel bored I follow Snapchat influencers to spend time and for fun; however, Instagram is more formal and education- oriented As someone who finds enjoyment in the kitchen, I also follow an influencer who frequently posts recipes and tips on how to improve one's cooking” All these influencers are able to share information by displaying their real aspects of life in a funny and enjoyable way” |