Moeder, in traditionele termen hoeder van het gezin, is een aantrekkelijke doelgroep voor marketeers. Ze is vaak beslisser of het nu gaat om vakanties of kledingkeuze. In veel gevallen is zij (vaak nog) degene die de dagelijkse boodschappen doet. Daar, in de supermarkt, maar ook op het schoolplein of bij de sportclub speelt mond-tot-mondreclame zoals we weten. Maat buzzen mama’s online?
De Australische Jones & English publiceerde het onderzoek “Mothers influencing mothers : the use of virtual discussion boards and their influence on consumption” in het International Journal of Web Based Communities:
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.
Lees verder.