Social media influencers as new agents on parenthood? A systematic literature review of parent influencer research and a future research agenda

Abstract

Parents frequently turn to social media and blogs to find information, advice, and support on parenting. In recent years, social media influencers and specifically ‘parent influencers’ have become prominent figures in the realm of parenthood. The latter group capitalizes on their family lives, skillfully integrates product placements, and openly shares their daily experiences. Parent influencers are believed to have an exceptionally influential voice, but a comprehensive understanding of how they actually shape parental expectations, identities and well-being is missing. Using the five-step methodology of Khan and Zamora (2022, Systematic reviews to support evidence-based medicine: How to appraise, conduct and publish reviews, CRC Press) and Stern’s framework (1994, A revised communication model for advertising: Multiple dimensions of the source, the message, and the recipient, Journal of Advertising, 23(2), 5–15, https://doi.org/10.1080/00913367.1994.10673438) we carried out a systematic literature review (N = 96), so to map and understand the emerging field on parent influencers. The results show how disproportionality more research has been devoted to mothers, mom influencers and discourses on motherhood. In addition, we find a lack of diversity within the parent influencer landscape, encompassing both content creators and the reception of the content. Finally, the conceptualization and operationalization of parental wellbeing is underdeveloped, and there is a notable absence of empirical evidence and impact. In the discussion, we highlight these and other shortcomings and provide a future research agenda.