This research uses social exchange and social capital theories to explore the phenomenon of mum blogging in Australia, particularly exchanges between mum bloggers and each other, their readers and marketing and public relations (M&PR) practitioners, representing organisations. A netnography (online ethnography) approach was used to do this. Six motivations for mum bloggers, Including community and connection, were found. It seems mum bloggers may be in a liminal state but draw on their social capital In Interactions with M&PR practitioners. The ethical issue of 'sponsored posts' was raised, suggesting clearer codes of conduct are needed for practitioners working with bloggers.
|Qualification||Doctor of Philosophy|
|Award date||13 Mar 2017|
|Publication status||Unpublished - 2017|