You’re truly a Wonderful Support, Just like my elder sister: A Bibliometric Exploration of Online Motherhood Redefined by Momfluencers

The advent of social media driven platforms have fundamentally transformed the way individuals connect with each other.This shift has created the way for the emergence of distinctive types of content creators, widely known as mummy influencers.Despite their increasing influence, there has yet to be a comprehensive bibliometric study offering a complete overview of momfluencers across various disciplines.This study represents the first attempt to provide a holistic view of 24 years of trends and developments in this field.We conducted an in-depth examination of 160 research articles from SCOPUS, published between 2000 and 2024, to shed light on the knowledge structure within this domain.Using VOSviewer and Biblioshiny packages, the findings are revealed in the form of six major research clusters: Moms' Virtual Village, Commercializing Digital Narratives, Digital Motherhood: Benefits and Challenges, Mumpreneurship, Dimensions of Mommy Blogging, and Digital Health Information-Seeking Behavior -and offers future directions for the business and management scholars working in the domain.