THE INFLUENCE OF "INSTA-PARENTS" ON THE FORMATION OF PARENTAL ROLES AND FAMILY EATING PRACTICES: A NETNOGRAPHIC AND QUALITATIVE APPROACH

Sanaa Ouaade ()
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Sanaa Ouaade: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], BBS - Brest business school

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Abstract: This study explores the influence of "insta-parents" on the development of parental roles and family eating practices, with a focus on how credibility and trust shape this influence. Utilising a theoretical framework incorporating symbolic interactionism, structural and cognitive role approaches, and the components of parental roles, we examine the dynamics underlying the evolution of parents' eating habits influenced by social media and influencers. The methodological approach of this research combines a netnographic study and qualitative interviews with mothers, allowing for triangulated data collection. The netnography explores the discourses and practices of "insta-parents" in their role as dietary models, while the interviews delve into mothers' perceptions of "insta-parents" influence and their adoption of these practices. The netnographic study confirms the influence of "Insta-Parents" as models of parenting. These influencers actively contribute to the construction of parental role identities related to nutrition, promoting healthy attitudes, norms, and behaviours. Interactions between influencers and their followers facilitate a collective co-construction of parenting practices, reinforcing the social and behavioural role of "Insta-Parents". However, these interactions are not unilateral; followers also play an active role in this process. Interviews with mothers provide a critical perspective on this influence, revealing that trust in "Insta-Parents" largely depends on emotional engagement, community feedback, and perceived credibility, which is based on perceived expertise and similarity to the influencer. However, trust is moderated by factors such as the authenticity of influencers and the presence of excessive sponsored partnerships, which can sometimes undermine their credibility. The research also highlights a relative passivity among mothers in interactions with "insta-parents," which may limit the active co-construction of parenthood.

Keywords: Netnography; Social Media Influence; Family Eating Practices; Parental Roles; Insta-Parents (search for similar items in EconPapers)
Date: 2025-05-21
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Published in 1 5 t h F E B S T I N T E R N A T I O N A L C O N F E R E N C E Economic Policies, Business Perspectives, and Sustainability Transformation, Faculty of Economics, business and tourism university of SPLIT, May 2025, Split, Croatia

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05449009

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