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Childbearing via in vitro fertilization (IVF) was taboo for a long time in the Philippines despite being available in the Philippines since 1996 and the signing of the Republic Health Law back in 2013 (Dupont, 2013). In this chapter, the author examines how IVF is imagined, presented, and accepted in the Philippine context by looking at selected case studies of Filipino influencers who opted to bear children via IVF. The author explores these through analyses of selected YouTube videos and Facebook posts through the lens of visibility labor which refers to the activities done by influencers to “the work enacted to flexibly demonstrate gradients of self-conspicuousness in digital or physical spaces depending on intention or circumstance for favourable ends” (Abidin, 2016). The author also examines the comments sections of these selected videos and posts through web scraping to get a glimpse of the reception to the journeys and struggles of these public figures. The author argues that through the visibility labor of influencers, the phenomenon of childbearing via IVF is not only promoted as a viable, if not acceptable procreative process, but also perpetuated as an in/accessible procedure in the Philippines.

This paper aims to investigate how consumption linked with life transitions can differ in its potential to bring about ongoing liminality. By examining how consumers can draw on overlapping systems of resources, different ways in which consumers negotiate ongoing liminality following the transition to motherhood are identified.

The authors conducted an interpretive, exploratory study using in-depth phenomenological interviews with 23 South Asian mothers living in the UK. The sample consisted of mothers at different stages of motherhood.

Following life transitions, consumers may encounter liminal hotspots at the intersection of overlapping systems of resources. The findings examine two liminal hotspots with differing potential to produce ongoing liminality. The study shows how consumers navigate these liminal hotspots in different ways, by accepting, rejecting and amalgamating the resources at hand.

The research sample could have been more diverse; future research could examine liminal hotspots relating to different minority groups and life transitions.

Marketers need to examine the different ways in which consumers draw on different systems of resources following life transitions. The paper includes implications for how marketers segment, target and market to ethnic minority consumers.

Due to increasingly fluid social conditions, there are likely to be growing numbers of consumers who experience ongoing liminality following life transitions. A preliminary framework is presented outlining different ways that consumers negotiate ongoing liminality by drawing on overlapping systems of resources, broadening the understanding of the role that marketplace resources play beyond life transitions.

Guided by self-presentation theory and social role theory, this study examines the different strategies elite female athletes used in personal branding on social media before and after becoming mothers. Scholars have investigated the authenticity of female athletes’ frontstage versus backstage representation on social media for branding purposes, but this study further expands on existing literature to review how female athletes would present themselves in the same realm once entering motherhood.

Through a content analysis, researchers evaluated whether there was a shift in three elite female athletes’ (Serena Williams, Allyson Felix and Skylar Diggins Smith) Instagram posts and captions one year before their pregnancy and one year after motherhood. A total of 732 posts were examined and were organized into six main categories: athletic, professional, promotional, personal, motherhood and dual identity.

Results revealed there was a difference in the self-presentation strategies used by the three female athletes on their social media pages. Specifically, the researchers confirmed the presence of a combined role of athlete and mother.

The findings support existing literature on the importance and the challenges of “balancing” a third identity of blending being both a mother and elite athlete as one. Yet, the findings challenge the previous notion that women cannot continue to perform at an elite level and manage the expectations that society institutes of being a “good mother.”

This is exploratory research on the Bruneian sense of motherhood. The pre-socially established religious definition of motherhood is unformulated where; the analysis is located in the inner context of experience. The Western feminist idea defined motherhood as such reality as the “otherness” whereby its common sense justifies sexuality and feminism. The religious significance gives meaning to its spiritual connection, embodying a foundational knowledge of Bruneian proper personhood – being a good, spiritual and respected person. This relates to the importance of the body as an entity of both culture and symbol that has drawn attention to its sociological significance.

The argument here is how religious experience influences the meaning of motherhood in Brunei Darussalam, which underwent a transformation scheme to empower women. Participants were interviewed, and the transcribed interviews were analysed using the reflexive methodology to find out the natural phenomena of motherhood.

The findings indicate that the Bruneian sense of motherhood is regulated through natural norms of femininity, an unformulated knowledge of spirituality, religion and the influence of cultural and religious rituals, such as prayers, consuming pure food, concoction and reciting holy verses from the Quran.

This study reveals to codify and extend the sense of religious obedience through generations. Religion rationalises the spiritual experience and provides the basis of obedience towards a proper development of personhood Bruneian. The idea of motherhood itself recreates a role to empower women, which will initiate opportunities for further studies in Brunei context.

This paper aims to describe the lived experiences of modern urban mothers in Pakistan as they navigate shared motherhood responsibilities with family elders. This paper brings to light their feelings, fears and ambitions towards safeguarding the environment for the future of their children, by reconciling ancient traditions of their female elders with contemporary sustainable consumption practices.

This phenomenological study explores lived experiences of urban mothers through in-depth personal interviews. Their discourse explores sharing childcare responsibilities with family matriarchs, negotiating “green” parenting strategies between intergenerational parenting partners.

Navigating life through the intersections of modernity and tradition and ethical choices and consumerism, urban mothers integrate wisdom of their ancestors into their modern lives to mitigate the environmental degradation of today.

This study sheds light on a unique genre of green mothers, termed as the traditionally green eco-mom, which allows modern mothers and their female elders to synchronously adopt sustainable childcare behaviours that overcome intergenerational barriers by reconciling contemporary lifestyles with traditional wisdom.

Recent research has captured the impact of the COVID-19 pandemic in widening gender inequalities, by highlighting that academic women have been disproportionately affected. During the COVID-19 pandemic, women assumed most of the care labour at home, whilst working at normal patterns, leaving them unable to perform as normal. This is very concerning because of the short and long-term detrimental consequences this will have on women’s well-being and their academic careers. This article aims to stimulate a change in the current understandings of academic work by pointing towards alternative – and more inclusive – ways of working in academia.

The two authors engage with autoethnography and draw on their own personal experience of becoming breastfeeding academic mothers throughout the COVID-19 pandemic.

To understand the positioning of contemporary academic mothers, this study draws on insights from both cultural studies and organisation studies on the emergence of discursive formations about gender, that is “postfeminist sensibility”. Guided by autoethnographic accounts of academic motherhood, this study reveals that today academia creates an individualised, neutral (disembodied), output-focused and control-oriented understanding of academic work.

This paper adds to the conversation of academic motherhood and the impact of the pandemic on working mothers. The study theoretically contributes with the lens of “motherhood” in grasping what academic work can become. It shows the power of motherhood in opening up an alternative way of conceptualising academic work, centred on embodied care and appreciative of the non-linearity and messiness of life.

The chapter explores an overlooked theme across the literature: capturing the experience of childhood family disruption and transitional flux between foster family homes and the independent sensemaking into the present of young care-experienced parents. The chapter draws upon research that constructed 20 biographical life story accounts of a diverse sample of foster care-experienced young people. The chapter aims to reflect upon the findings garnered from six of these accounts through extracting the narratives of a selection of participants who were to become or had become parents. This chapter makes sociological connections between past family disruption, demarcating present families of choice, and reconciliation of the past through experiencing parenting into the future within constructed ‘family displays’ (Finch, 2007). The chapter illustrates this phenomenon through narrative accounts offering a family history of parents who have experienced a variance of transitions between family units and who were negotiating, or had negotiated, their post-care independence through the role of becoming a parent themselves. The chapter highlights the symbolic value of parenting to the lives of young people who have experienced care in recalibrating their past familial experiences, as demonstrated through their family displays. Through the family displays of care-experienced parents, the importance of the relational context to youth transition ultimately reveals itself, as does the development of relational agency, and ultimately the role of parenting in developing a young person’s independent ‘post-care’ identity.

Women of color in academia face unique challenges that include combating societal stereotypes and the pressure of balancing interpersonal and professional roles. Theorists specializing in the examination of identity development in African American women argue the injustice of being viewed from a singular perspective can greatly impact their mental health and achievement in academics. The convergence of sexism, racism, and classism merges to contribute to systemic oppression, which is an embedded practice in higher education. Historically, African American women have balanced intersectional identities in the presence of overwhelming oppressive structures with grace and success. In academia, these intersectional paradigms can add to the research concluding the lack of representation in women of color at the Associate professorship level and in administration (Croom, 2017; Liu, 2011; Perna, 2001). Black women are more likely to hold nonpermanent positions such as lecturer, specialist professor, and adjuncts; they are equally less likely to represent tenure track positions at four-year research institutions (Gregory, 2001). Even despite the evidence of Black women outperforming their counterparts by earning more doctoral degrees than Black men, they are still less likely to hold academic positions in higher education. Therefore, the marginalization marches on.

My phenomenological experience could contribute to a shift in consciousness and encourage necessary advocacy to insist that space be made for more diversity in higher education. A lived experience is especially beneficial in providing a view of the challenges Black women have with deconstructing academia and the consideration of the advancement of their career goals.

This narrative would intend to focus on the narrative of my experiences as I navigate my way through the academy. The work would focus on my experiences with equity, access, and mentorship and its impact on my teaching scholarship creativity.

The purpose of this paper is to explore the challenges and opportunities of collaboration in interpretive consumer research.

The paper reviews literature on research teamwork, particularly on qualitative and international projects. It also provides an account of research collaboration on an interpretive research project across four countries, involving eight researchers.

Despite the cult of individualism in academic life, most articles in leading marketing journals are now written by multi‐author teams. The process and implications of research collaboration, particularly on qualitative and international projects, have received little attention within the marketing literature. Qualitative collaborations call for another layer of reflexivity and attention to the politics and emotions of teamwork. They also require the negotiation of a social contract acceptable to the group and conducive to the emergence of different perspectives throughout the research process.

While issues surrounding the researcher‐research participant relationship are well explored in the field, this paper tackles an issue that often remains tacit in the marketing literature, namely the impact of the relationships between researchers. The paper draws on accounts of other research collaborations as well as authors' experiences, and discusses how interpersonal and cross‐cultural dynamics influence the work of interpretive research teams.