Food for thought: Weaning and the socialisation of consumption choices on mumsnet

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dc.cclicenceCC-BYen
dc.contributor.authorBroderick, Anneen
dc.contributor.authorPhillips, N.en
dc.date.acceptance2016-04-01en
dc.date.accessioned2017-03-24T14:03:44Z
dc.date.available2017-03-24T14:03:44Z
dc.date.issued2016
dc.description.abstractImportant forms of online consumption legitimisation now occur outside the brand sphere. This study examines underlying socio-psychological processes that underpin consumption legitimisation in ephemeral, diverse SNS; outlining socialisation and adaptive behaviours of members who use virtual reference groups to identify legitimate consumption choices. Adopting a netnographic approach, this paper reports on an investigation of selected Mumsnet interactions over a three month period. Analysis of social interactions on a thematic reference group on baby weaning offered insights into unique socialisation cues that influence consumption legitimisation practices arising in mundane conversations. Group rules associated with consumption are frequently implicit in member posts, notable in consumption confessionals when un-approved consumption choices are reported. The consumption codes embedded in member narratives are multi-layered, often enacted through social performance and self-referencing. Powerful narratives centred on babies who ‘eat absolutely everything’, as a form of member self-affirmation, lead to social anchorage with this thematic virtual reference group. Marketers need to a) fully recognise the complexity of online consumption codes and pay greater attention to the social psychology that underpins online consumption referencing; b) acknowledge that consumption advocacy occurring in ephemeral SNS is less about brand consciousness and more about search for social anchorage.en
dc.explorer.multimediaNoen
dc.funderN/Aen
dc.identifier.citationPhillips, N. and Broderick, A. (2016) Food for thought: Weaning and the socialisation of consumption choices on mumsnet. Academy of Marketing Annual Conference, Newcastle Business School, 4-7 Julyen
dc.identifier.urihttp://hdl.handle.net/2086/13843
dc.language.isoenen
dc.peerreviewedYesen
dc.projectidN/Aen
dc.publisherAcademy of Marketingen
dc.researchinstituteCentre for Enterprise and Innovation (CEI)en
dc.subjectMotherhooden
dc.subjectsocial mediaen
dc.subjectconsumer socialisationen
dc.subjectsocial influenceen
dc.subjectonline communityen
dc.subjectreference groupsen
dc.subjectsocial anchorageen
dc.titleFood for thought: Weaning and the socialisation of consumption choices on mumsneten
dc.typeConferenceen

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