Tecno-mamme e social media nella relazione con il brand: un'indagine esplorativa

Ariela Mortara and Vittoria Sinisi

Micro & Macro Marketing, 2012, issue 2, 273-288

Abstract: Among the Digital Marketing tools, companies are going to increasethe use of social media in order to foster their relationships with differentstakeholders. The crucial role of social media for firms is due mostlyto the consumers' willingness to use the new media to exercise theirpower or simply to discuss about the corporations' actions. Among themost skilled users of social networks, the techno-moms, mothers wholink their technological skills to the need to share their parenthoodexperiences, are able to establish a powerful influence on their virtualfriends whether in a personal or commercial way.The paper presents the results of a qualitative research, conductedthrough online focus groups, aimed at a) understanding the motivationsof Italian techno-moms leading them to act inside an online brandedsite as a Facebook page or a Twitter account; b) highlighting the efficacyof social media in fostering the brand experience.

Keywords: techno-moms; social media; consumer motivations; digital marketing tools; Tommee Tippee. (search for similar items in EconPapers)
Date: 2012
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