The experiences of pregnant and new parents who engage with pregnancy, birth, and early parenting social media influencers

Background: It is commonplace for persons of childbearing age to regularly engage with social media. Over the last ten to fifteen years, the role of ""social media influencer"" has become thoroughly enmeshed within all realms of the social media landscape, including pregnancy, birth, and early parenting. The small body of existing research in this field indicates that there is a broad variety of ways in which engaging with influencers might positively or negatively affect pregnant and new parents. However, it is yet to be determined how these effects influence the lived experiences and decision-making of pregnant and new parents at a time of increased vulnerability. 

Aim: To explore how engaging with social media influencers affects the well-being and decision-making of pregnant and new parents. 

Methods: A study is currently being undertaken whereby eligible participants complete a qualitative survey that enquires about their experiences of viewing and engaging with influencer content related to pregnancy, birth, and parenting. The survey responses will be analysed and reported using Braun and Clarke's thematic analysis process (2006). 

Findings: The results of the survey will be presented thematically to identify the ways in which pregnant and new parents are affected by engaging with influencers who create pregnancy, birth, and parenting content. Demographic and social media usage data for the participants will also be reported. 

Conclusion: The findings of the study will provide health professionals and the wider community with information about the benefits, potential harms, and complexities of engaging with influencers during pregnancy, birth, and early parenting.