Rita, Paulo Miguel Rasquinho FerreiraVong, CelesteSilva, Marcos Paulo Corrêa da2024-11-122024-10-31http://hdl.handle.net/10362/175035Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis 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.engSocial Media InfluencersConsumer BehaviorBaby ProductsMom InfluencersMotherhoodPurchase IntentionSDG 3 - Good health and well-beingSDG 5 - Gender equalitySDG 12 - Responsible production and consumptionmaster thesis203794524