This research aims to reveal the impact of Instagram mommy influencers on their followers’ information adoption and purchase intention. The impact of mommy influencers was examined via the heuristic-systematic model. In the study, the causal research design was used. The data were collected through a questionnaire from 346 mothers with children aged 0 to 3 years who followed at least one mommy influencer on Instagram. For the data analysis, a structural equation modeling approach was used to examine the relationships among variables. The findings revealed that trustworthiness, likability, homophily, argument quality, and involvement are compelling cues that positively affect the followers' attitude towards information. The findings also demonstrated that attitude towards information affects information adoption, and information adoption positively influences purchase intention. For brands operating in the children's market, it seems crucial to collaborate with mothers who leave a sincere, honest impression on their followers through their posts, thereby fostering a positive attitude toward the brands and being perceived by the public as appealing and genuine. Brands can leverage the power of voluntary posts made by non-celebrity influencers about the products they purchase and use. This ensures that mothers receive information based on real user experiences with the brand's products.
Çelik et al. (Mon,) studied this question.