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The impact of social media mom influencers on new mothers: a consumer behavior approach
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Resumo(s)
This study investigates the impact of social media mom influencers on the consumer
behavior of new mothers, mainly focusing on purchasing essential baby products. With the
rise of platforms like Instagram, Facebook, and YouTube, mom influencers have emerged as
key sources of parenting advice and product recommendations. This research explores the
relationship between engagement with mom influencers and new mothers' purchasing
intentions, the influence on mothers' self-image, and the role of trust in online communities.
Using a survey of 260 new mothers analyzed through regression and mediation models, the
findings reveal that engagement with mom influencers significantly increases the intention to
purchase baby essentials. This effect is notably mediated by the trust established within
online mother communities, highlighting the pivotal role of these virtual support networks.
However, the direct impact on self-image was minimal, suggesting that while influencers
shape purchasing decisions, they do not significantly alter self-perception. These insights
underscore the importance of influencer credibility and community trust in shaping
consumer behavior. Practical implications for marketers include building authentic
relationships with mom influencers and fostering supportive online communities to target
new mothers effectively. The study also challenges assumptions about the role of self-image
in consumer behavior, suggesting it may vary by context.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Influencers Consumer Behavior Baby Products Mom Influencers Motherhood Purchase Intention SDG 3 - Good health and well-being SDG 5 - Gender equality SDG 12 - Responsible production and consumption