Momfluencers als entertainmenteducators ter promotie van borstvoeding: een conceptueel model | Amsterdam University Press Journals Online
2004
Volume 51 Number 3
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286

Abstract

Samenvatting

Persuasieve communicatie omtrent borstvoeding stuit vaak op weerstand, vanwege de polariserende en gestigmatiseerde aard van het onderwerp. Door middel van een doelgerichte literatuurstudie rond de thema’s borstvoeding, socialmedia-influencers en sociale marketing onderzoekt deze paper hoe momfluencers (socialmedia-influencers die content delen over het moederschap) de weerstand kunnen verlagen ten aanzien van persuasieve boodschappen ter promotie van borstvoeding. Op basis van deze literatuurstudie werd een conceptueel model samengesteld dat illustreert hoe momfluencers efficiënt kunnen worden ingezet om borstvoedingsintenties, -attitudes en -gedrag van hun volgers positief te beïnvloeden. Dit model is gebaseerd op de theorie van entertainmenteducatie en de grote hoeveelheid literatuur over socialmedia-influencers en laat zien hoe de kenmerken van momfluencers de weerstand tegenover overtuigende borstvoedingsboodschappen kunnen verminderen en borstvoeding kunnen aanmoedigen.

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