Abstract:

Today, it is observed that mothers with social media –with or without an active business life- have a presence in a new business area. In this study, Instagram accounts of 'influencer' mothers; Focusing on the bond they establish between home and work, it has been examined under 7 themes: child, family, business life, brand promotion, fashion-beauty, healthy eating and decoration, by means of netrographic and thematic analysis methods. The duration of the research was determined as 01.06-01.11.2022. The universe of the study consists of mothers who produce content on Instagram and You Tube. The sample consisted of 6 influencer mothers (3 on Instagram, 3 traditional celebrities) determined by purposive sampling method, with reference to the number of followers. At the end of the research, which aimed to present the lifestyles that mothers reflect on social media; Instagram mothers' shares; It has been obtained that the mothers, who are also known in the traditional media, have different levels of density in the themes of child, family, fashion, nutrition, beauty and cooperation, and that their work lives are shared on social media. 6 influencer mothers have common use in family, child, individual and cooperation issues; It has been concluded that they have different uses in decoration, nutrition, business life and fashion. Although it is thought that the job opportunities created by the examined influencer mothers through social media have led to a meaningful balance between their family and work lives, social media is considered as a facilitating new career channel for women in the work and home dilemma.

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