Mothers influencing mothers : the use of virtual discussion boards and their influence on consumption

Johns, Raechel & English, Rebecca M. (2014) Mothers influencing mothers : the use of virtual discussion boards and their influence on consumption. International Journal of Web Based Communities, 10(3), pp. 319-338.

Abstract

Mothers represent a large segment of marketing dollars and traditionally, word of mouth was spread from mother to mother in a face-to-face environment, such as the school car park or mother’s groups. As families have evolved, so too has the traditional mother’s group. Limited academic studies have explored online mothers’ groups and how they impact on consumption. In order to explore the nature of this online influence and how mothers are influenced by other mothers online, a study was conducted through the use of observation and qualitative questioning. The data suggests that trust between mothers is generally high and mothers tend to trust the opinions of other mothers when they recommend a product. This is similar in other reference group contexts, however, mothers are communicating about brands frequently and influencing behaviour. This leads to a number of managerial and theoretical implications discussed in the paper.

Impact and interest:

1 citations in Scopus
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

154 since deposited on 28 May 2014
48 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 72165
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: social media, online influence, reference group, family, mothers, word-of-mouth, virtual community
ISSN: 1477-8394
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > Research Centres > Children & Youth Research Centre
Current > QUT Faculties and Divisions > Faculty of Education
Copyright Owner: Copyright 2014 InderScience Publishers
Deposited On: 28 May 2014 00:10
Last Modified: 21 Jun 2017 17:37

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page