Marketing on social media: A study on instagram mom

With the digital transformations, the marketing sector is developing new advertising strategies every day in order to adapt to the improvement of people's living standards. The increasing influence of social media and the number of users has attracted the attention of organizations and led to the emergence of the influencer marketing method. Influencers have become digital opinion leaders in decision-making processes by influencing a large number of people through social media too. Influencer moms, one of the influencer categories, promote products and brands by actively using their children and spouses in their posts. In this study, the posts of three influencers who post about motherhood on Instagram are analyzed by descriptive content analysis method, one of the qualitative research techniques. Merve İpek Öztürk (@merveipekozturk), Zeynep Özbayrak (@zynpzeze), İmren Karadeniz (@imrenim) Instagram accounts were selected from among the influencers on the 'bebçikolatası.net' blog page by purposive sampling method. As a result of the findings of the study, it was observed that blogger mothers used their motherhood identities in similar or identical product/brand categories. It has been found that people who follow the blogger mother develop an emotional bond not only with the mother but also with the child. It has been determined that this emotional bond and trust between mother and child are effective in discarding behaviors.