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

Raechel JOHNS, Rebecca English

Research output: Contribution to journalArticle

8 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)319-338
Number of pages20
JournalInternational Journal of Web Based Communities
Issue number3
Publication statusPublished - 2014


Cite this