Technological advancements and the growth of e-commerce have made online shopping increasingly common each year. Recently, the rise of Key Opinion Consumers (KOCs) has created new opportunities for online marketing. KOCs are influential consumers on social media who share authentic experiences and interactions, allowing them to connect more effectively with the public. Recognizing their impact, businesses have started inviting KOCs to experience and promote their products. However, the reasons behind KOCs’ willingness to share product information are worth investigating. Drawing from the Uses and Gratifications Theory (UGT), this study explores the motivational factors driving KOCs to use social media platforms to share product information. Through two stages of research, our findings reveal that KOCs are motivated to share based on three types of gratifications: emotional fulfillment, social interaction, and utilitarian benefits. While none of these identified gratifications affect the frequency of sharing, increased sharing frequency can enhance the gratification obtained from social interactions and utilitarian benefits. This results also indicate that KOCs value GO more than GS when sharing their consumption experiences on social media. This study contributes to theoretical development by establishing a framework that explains the gratifications KOCs seek when sharing product information and the gratifications they receive afterward. The framework also extends the application of UGT to social media and word-of-mouth marketing, thereby deepening our understanding of why KOCs choose to share product information.