Exploring motivations of social media influencers as an emerging job market

Chongmi An, Jony Oktavian Haryanto


The study explores the motivations of female Social Media Influencers (SMIs) in Indonesia during the Covid-19 pandemic. Phenomenological inquiry is adopted to capture the lived experience of the six Instagram SMIs. Two major themes emerge from the findings; 1) SMIs approach Instagram as a portfolio to showcase their values, hobbies and careers and 2) SMIs increasingly perceive Instagram as a source of income, where being SMI is a job rather than a hobby and endorsement as their main job task. In context of self-determination theory, SMI motivations are built on several intrinsic and extrinsic motives and the net value (Intrinsic minus extrinsic) correlates to authenticity of the SMI and their endorsements.


influencer marketing; social media influencer; social media; Instagram; motivation

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DOI: http://dx.doi.org/10.33021/ideas.v1i1.1700

DOI (PDF): http://dx.doi.org/10.33021/ideas.v1i1.1700.g913


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President University Master of Technology Management Program
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Cikarang Utara, Bekasi, Jawa Barat

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.