Mothers of Invention: Commercial Content on Mother Blogs and Perceptions of Credibility - A Pilot Study

Abstract

The popularity of mother blogs is increasingly attracting sponsors looking to market their products to mother blog audiences. This combination of commercial and informational content calls on readers and writers to distinguish between informational content and commercial activity. This thesis examines how mother bloggers integrate sponsored content into their blogs and how both writers and readers interpret the credibility of these posts. The study takes place within a conceptual framework of source and message credibility. Using a qualitative and interpretive approach, semi-structured interviews were conducted with readers and writers. Although the results are not generalizable, they suggest determining the credibility of these posts is a social process, informed by participants’ existing knowledge and framed within the community of mother bloggers. The results add to our understanding of credibility perceptions when commercial and informational content comingle and have implications for other online communities that require ongoing information evaluation.