Mommy influencers: Helpful or harmful? The relationship between exposure to mommy influencers and perceived parental self-efficacy among mothers and primigravida

Questions are raised about the potential effects of (future) mothers’ regular exposure to perfect representations motherhood by mommy influencers. Due exposure, mothers might see these images as norm but not always able meet with standards themselves. Based on a survey among and primigravida this study analyzed association between visiting influencer profiles Instagram, comparing oneself online perceived parental self-efficacy. For mothers, it was found that both content comparison influencers were related lower primigravida, direction relationship different: Regular higher self-efficacy, meaning helpful. The implications for influencers, practitioners who guide through transition will be discussed.