Who Am I? Mothers’ Self-Uncertainty, Identification, and Conformity in Online Maternal Groups on Social Media

Abstract: Research on the epistemic motivation that attracts individuals to anonymous online groups, particularly regarding early childhood mothers undergoing significant life transitions, remains limited. This study explores the self-uncertainty experienced by these mothers and investigates its connection to their identification with online maternal groups and adherence to group norms. Using national survey data from 639 South Korean mothers, this study, guided by Uncertainty-Identity Theory (UIT) and the Social Identity Model of Deindividuation (SIDE), sheds light on how these mothers often internalize intense group norms. Findings underscore the importance of considering mothers as members of a distinct social group (vs. individuals), enriching our understanding of motherhood dynamics. Both UIT and SIDE effectively explain these complex phenomena.