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This paper aims to consider the increased commercialisation of motherhood and particularly the consumer practices of women as they prepare for the birth of their first child. The commercial world appears omnipresent in the lives of new mothers in Western societies.

Based on a five-year study of motherhood in the UK, the paper focusses on women’s relationship to the marketing and consumption of everyday maternity and baby products made available to them through readership of pregnancy magazines and mainstream commercial outlets.

Documenting how consumer culture features in the lives of mothers-to-be, the study identifies age and socio-economic status as key features in shaping the maternal experience and consumer “choice”.

The paper explores the significance of consumption as preparatory work in the transition to motherhood.

This study aims to increase the understanding of the pregnancy-related information behavior (IB) of pregnant women in Estonia.

The research involved a quantitative research methodology consisting of a semi-structured questionnaire. Data was collected from pregnant Estonian women through a self-administered Web-based questionnaire using a convenience sampling during the period from January to February 2019. A total of 300 pregnant women answered the questionnaire. The data were analysed using statistical analysis and the results of the study were compared with the results of previous studies.

The three topics on which information was most frequently sought were: fetal development, use of medicines during pregnancy and symptoms of pregnancy. The main sources of information were the internet and the midwife. The most reliable and valuable source of information was a midwife. Health-related information was sought mainly because it helped women make decisions related to pregnancy and childbirth. A number of factors facilitate the information seeking process. In addition, widespread access to the internet and technological skills facilitated IB. The following factors hindered the search for information: the controversy and/or ambiguity of information published on the internet and the time spent searching for information. Most women used wearable technologies during pregnancy.

This study has several limitations. First, the weakness of online surveys is the potential lack of representativeness, as it excludes from the survey those who do not have access to or ability to use the internet for various reasons (Evans and Mathur, 2005; Limbu et al., 2021). Second, as most recruitment for the study took place online, there was a risk that those who did not use the internet could be excluded from the survey. Third, as the questionnaire was also shared in the Facebook news feed by the Women’s Clinic and Maternity Hospital of the East Tallinn Central Hospital, it may be that the respondents recruited through it more often used the support provided by medical professionals. Fourth, due to the volume limits of the study, it is not possible to present all the results of the study on the basis of socio-demographic characteristics and stage of pregnancy. Therefore, the findings cannot be generalized to the broader population and future studies should explore a larger and more representative populations.

This study will give some useful information to help to improve the services offered for pregnant women in Estonia.

The findings of this study may inform how to better support this target group.

There is a lack of research in Estonia that focuses on the IB of pregnant women and this research fills this gap.

The aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine web site.

The paper presents an explorative single case study of a Finnish magazine web site. The analysis is based on triangulated data (semi‐structured interviews, observation, statistics, and documents provided by the magazine publisher).

The case illustrates that a magazine web site supports all the three functions (editorial, circulation, and advertising) that are vital to a magazine's success. Moreover, virtual community activities seem to have enhanced customer loyalty and added a more lifelike dimension to the magazine concept.

Media managers should look at internet presence from a more multifaceted perspective rather than merely focus on the revenue streams. Operating online services should be valued and exploited alongside the development of the print product.

The value of this research lies in the notion that the web site may complement rather than replace the print magazine.

The purpose of this paper is to examine the effects of health consciousness, environmental concern and customer innovativeness on pregnant women’s purchase intentions and willingness to pay (WTP) a premium for organic food.

In order to collect data, a field study was conducted using administrated questionnaires from a convenience sample of pregnant women in Istanbul, Turkey. A structural equations model was used to test the proposed hypotheses.

Results indicated positive effects of health consciousness, environmental concern and customer innovativeness on both purchase intentions and WTP a premium toward organic food. Specifically, it was found that health consciousness had the greatest influence on purchase intentions and WTP a premium.

Unlike previous studies, this research focused on pregnant women and aimed to understand the role of health consciousness, environmental concerned and customer innovativeness on purchase intentions and WTP a premium for organic food.

As becoming a mother becomes increasingly embedded in the marketplace, this paper explores how a group of low-income pregnant and newly parenting young mothers engaged with expansive markets for the new mother and baby.

This paper draws on an extended period of fieldwork carried out at a Pupil Referral Unit and a Mother and Baby Unit in the city of Bristol, UK. The research took a staged and incremental approach, incorporating aspects of participant observation, activity-based focus groups and a photo elicitation exercise.

This paper highlights the anxiety the young women experienced around their ability (or lack thereof) to participate in practices of childrearing consumption and details how the young women strived to provide well for their children despite their limited incomes, developing a sophisticated knowledge of markets and adopting a range of budgeting and smart shopping strategies to ensure they could acquire the “stuff” their children “needed”.

Contrary to popular discourse, the young women emerge as careful and pragmatic consumers who plan and manage their finances carefully, and the paper acknowledges skills that are often missing from accounts of young mothers and working-class people more broadly.

This study examines weight loss surgery patients’ experiences with vanity stigma. First, the research explores if and how vanity stigma occurrences differ for female and male surgery patients. Second, the research interrogates the role of this stigma in shaping patients’ feelings about their bodies.

The data stems from qualitative interviews (n = 44) and surveys (n = 55) with pre-operative and post-operative weight loss surgery patients. The author used narrative interview analysis to inductively identify and analyze prevalent themes.

Participants’ stigma experiences are differentiated by gender. Approximately half of female participants reported perceiving vanity stigma. Women who faced negative accusations were likely to distance themselves from such claims by citing personal disinterest in their bodies, whereas women who did not perceive vanity accusations were likely to express approval and pleasure in their post-weight loss bodies. Men, in contrast, were not accused of vanity. Men frequently characterized their post-surgical, post-weight loss bodies as having utilitarian value.

The study concludes that gender norms play a role in shaping bariatric surgery patients’ experiences with vanity stigma and body-related feelings. Limitations include the small number (n = 9) of male participants and the lack of a representative sampling frame for bariatric surgery patients.

Previous studies have not explored how gender shapes bariatric surgery patients’ experiences with appearance-related social scrutiny. This chapter adds to existing research on gendered body norms and reveals gendered dimensions of vanity stigma.

This article tackles the intersection of mothering and labor through the author's own experience as a feminist mother/manager from Istanbul, Turkey. It aims to revisit the first years of motherhood, exploring the struggle to invent a peculiar maternal subjectivity in opposition and negotiation with the patriarchal institution of motherhood, the new definition of maternal labor in a highly digital, neoliberal context and the issue of marital fairness in a dual-income heterosexual marriage.

The article presents an autoethnographic, retrospective and introspective inquiry into the first seven years of the author's mothering experience in order to offer an in-depth exploration of the various aspects of contemporary maternal labor.

The article shows how maternal labor has shifted in nature and expanded in scope in a contemporary non-Western context. It investigates the dissolution of the spatial, temporal and sensorial boundaries between the managerial labor dedicated to the workplace, and to the family. Highlighting the similarities of the two forms of labor, the article manifests the materiality, tangibility and visibility of maternal labor.

Further intersectional studies shall be beneficial to redefine maternal labor in different contexts.

Departing and diverting from the terms “invisible labor” and “mental load”, the article suggests a shift in terminology to stress the multifaceted medley of managerial tasks mothers undertake today.

The article provides an original take on maternal labor through the first-hand experience of a middle-class, professional mother from Istanbul, Turkey.

This paper aims to understand the meanings, motivations and practices of green motherhood and, in particular, how green mothers incorporate this lifestyle into their consumption practices.

To address the research questions, a survey and focus group were conducted. Survey responses and transcribed focus group statements comprise the data.

Several variables explain the adoption of green motherhood for one consumer segment. Results showed the mothers’ greater concern about their own family’s health and safety, and a desire to reduce risk and gain some control over their world, rather than concern about the environment at large, drives their choices.

The paper identifies and explores the consumption and mothering practices of a segment of “light green” moms and uncovers their motivations. Limitations include relatively small sample sizes.

“Green mothers” are an important, emerging segment of green consumers, but they often face conflicting roles and expectations. The research adds to the literature on green consumerism by expanding the authors’ knowledge of the nuances and limitations of the green motherhood movement and delving deeper into the decision processes these mothers use. This information can help marketers seeking to target this segment with easy-to-use, convenient products which appeal to their concerns about controlling their environment and improving their family’s health.

Understanding green consumption practices can help marketers or governmental organizations reach consumers who are motivated to be “green”, which, in turn, can lead to an improved environment.

The identification of the “light green” consumer segment is novel, and the paper uses a unique mixed methods approach. Greater understanding of the meaning and limitations of green motherhood is obtained.

Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes.

An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers.

Customer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits. The effect of CEB on loyalty is mediated through entertainment benefits.

The findings are limited to one brand community. The findings have implications for further research on customer engagement.

The paper's findings give ideas about how firms can utilize Facebook communities to enhance satisfaction and loyalty by offering the right kinds of relationship benefits. Managers are encouraged to study customer engagement behaviors on, and perceptions of, all channels and to utilize this information for the development of their social media strategies.

Customer engagement is a newly introduced concept on which scarce empirical research exists, and there is very little evidence of its effect on customer relationships. This is the first paper to study customer engagement empirically on a Facebook brand community, and to relate customer engagement to relationship constructs.