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- 01JKDCFCBWDBF0FRR2G4P84A1C classification C3.
- 01JKDCFCBWDBF0FRR2G4P84A1C date "2025".
- 01JKDCFCBWDBF0FRR2G4P84A1C language "eng".
- 01JKDCFCBWDBF0FRR2G4P84A1C type conference.
- 01JKDCFCBWDBF0FRR2G4P84A1C subject "Social Sciences".
- 01JKDCFCBWDBF0FRR2G4P84A1C presentedAt urn:uuid:78740da9-4496-40b1-a9f7-3acb58dd8867.
- 01JKDCFCBWDBF0FRR2G4P84A1C abstract "Infant feeding is a very sensitive and polarizing topic that mothers encounter early in pregnancy (Roll & Cheater, 2016). They are exposed to a wide range of information and opinions, both offline and online, and regardless of the feeding choices they make, many mothers experience feelings of shame, guilt, and internalized stigma (Russell et al., 2021). Momfluencers—parenting-focused influencers who attract large followings by sharing their personal experiences with family life on their social media profiles (Beuckels & De Wolf, 2024)— frequently post about infant feeding, sparking conversations among their audiences (Pilime & Jewett, 2023). Momfluencers’ content is widely trusted by mothers as reliable and relatable, positioning them as opinion leaders, who significantly impact their audience’s decisions, attitudes, and emotions (Chee et al., 2024). Besides, momfluencers also operate as commercial entities as brands often collaborate with them to promote their products to their devoted audience (Beuckels & De Wolf, 2024). This consumerist agenda creates a power imbalance between them and their followers, many of whom are in the perinatal phase, adapting to a new identity and role in life. In a culture that imposes intense pressure to make the 'right' parenting choices (Lee et al., 2024), followers become particularly susceptible to recommendations that influence their parenting decisions. To protect parents’ decision-making from commercial influence, regulatory guidelines govern the marketing of formula feeding (EUR-Lex, 2015). However, these guidelines are often bypassed in online spaces (Rollins et al., 2023), and research on infant feeding communication within 'momfluencer' content remains limited. While a few studies have examined the role of momfluencers related to infant feeding (Egmose et al., 2022; Pilime & Jewett, 2023), a holistic, anthropological perspective on how momfluencers and their communities interact around this topic is lacking. Therefore, this netnographic study aims to unravel the digital ecosystem of infant feeding communication among momfluencers and their audiences on Instagram and TikTok. Netnography, a qualitative method that adapts ethnographic techniques for online communities, involves analysing digital traces to gain community-centered insights (Kozinets, 2020). By immersing ourselves within these online communities and analysing digital traces, this study seeks to gain rich insights into the positioning of momfluencers as parenting authorities and the nature of the conversations and interactions around infant feeding. The research process follows six phases: initiation, investigation, immersion, interaction, integration, and incarnation (Kozinets, 2020). Currently, the study is in its investigative stage, already yielding valuable insights that will be further developed in the upcoming months leading to the Etmaal presentation. The investigation phase involved defining the project scope through an initial exploration of websites, blogs, and legal frameworks related to infant feeding, as well as hashtags like #breastfeeding and #formulafeeding on TikTok, Instagram, Facebook, and X, providing a comprehensive view of the topic. We found that momfluencers are predominantly active on Instagram and TikTok, where extensive discussions on infant feeding take place. Moreover, despite existing regulatory guidelines mentioned above for infant feeding, there is almost no regulatory framework for follow-on formula (from six months). Brands like Nutrilon take advantage of this gap by employing various persuasive techniques, such as videos of ‘real mothers’ sharing their struggles with motherhood, often linked to formula milk products. These brands emulate momfluencer strategies to meet the demand of mothers for relatable, practical experiences (Duchsherer et al., 2023). In the upcoming month, we will begin the immersion phase to gather further rich insights. Given the extended nature of netnographic research and the depth of data collected in initial stages, this research escalator provides an ideal opportunity to present our preliminary findings and explore ideas for further refinement and direction with established researchers.".
- 01JKDCFCBWDBF0FRR2G4P84A1C author 0167F192-F0EE-11E1-A9DE-61C894A0A6B4.
- 01JKDCFCBWDBF0FRR2G4P84A1C author 58B965A8-0F64-11E3-B31C-DCAC10BDE39D.
- 01JKDCFCBWDBF0FRR2G4P84A1C author F7E142AC-8460-11E7-A72F-CA7AAD28A064.
- 01JKDCFCBWDBF0FRR2G4P84A1C author F806E126-F0ED-11E1-A9DE-61C894A0A6B4.
- 01JKDCFCBWDBF0FRR2G4P84A1C dateCreated "2025-02-06T10:21:47Z".
- 01JKDCFCBWDBF0FRR2G4P84A1C dateModified "2025-03-04T10:30:53Z".
- 01JKDCFCBWDBF0FRR2G4P84A1C name "Infant feeding in the social media sphere : a netnographic exploration of momfluencers and their audiences".
- 01JKDCFCBWDBF0FRR2G4P84A1C sameAs LU-01JKDCFCBWDBF0FRR2G4P84A1C.
- 01JKDCFCBWDBF0FRR2G4P84A1C sourceOrganization urn:uuid:2fc62aab-54a3-4c4a-9e6e-9cf9c19c8cd0.
- 01JKDCFCBWDBF0FRR2G4P84A1C type C3.