Feb 11, 2023
A paper co-authored by Dr. Adrienne E. Foos, assistant professor of marketing, has been accepted by The Academy of Marketing Science World Marketing Congress.
The paper, titled "The Negotiation of Natural Motherhood and Consumerist Ideology through Crunchy Mom Discourse on TikTok," is co-authored with Dr. William Magnus Northington of Appalachian State University.
Foos and Northington will present their research at the 24th AMS World Marketing Congress in Canterbury, United Kingdom, in July. The research explores how the consumption narratives expressed on TikTok of an influential subculture reinforce dominant
ideologies of the mainstream market, despite their desire to escape socio-cultural ideals of motherhood.