@article{01HACBQEPWV6Y40VBKCY7GRVST,
  abstract     = {{Momfluencers as entertainment educators to promote breastfeeding: A conceptual framework Persuasive messages to encourage and promote pro-social behaviour often encounter resistance from their recipients. Breastfeeding promotions in particular encounter a lot of resistance, partly due to the topic's polarizing and stigmatized nature. Several studies indicate, however, that social media could positively impact the intention, attitudes, and behaviour of breastfeeding. Although momfluencers (social media influencers sharing content on motherhood) frequently communicate about breastfeedingrelated topics and are known to strongly affect the opinions and behaviour of their followers, their impact on breastfeeding practices remains unexplored. Whereas most studies about influencer marketing focus on commercial content, this paper aims to develop a conceptual model that illustrates how momfluencers could operate as entertainment educators to destigmatize and encourage breastfeeding. Based on the entertainment education theory and the large body of literature on social media influencers, this model illustrates how the characteristics of momfluencers can reduce resistance towards persuasive breastfeeding messages and encourage breastfeeding.}},
  author       = {{Mertens, Ellen and Beuckels, Emma}},
  issn         = {{1384-6930}},
  journal      = {{TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP}},
  keywords     = {{Communication,social marketing campaigns,entertainment education,breastfeeding,momfluencers,social media influencers}},
  language     = {{eng}},
  number       = {{3}},
  pages        = {{303--322}},
  title        = {{Momfluencers als entertainmenteducators ter promotie van borstvoeding : een conceptueel model}},
  url          = {{http://doi.org/10.5117/tcw2023.3.005.mert}},
  volume       = {{51}},
  year         = {{2023}},
}

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