A Study on the Contribution of a Digital Community towards the Parental Ecosystem Transformation
Mounika Reddy Nallamilli
Symbiosis Institute of Business Management Pune, Symbiosis International (Deemed University), Lavale, Pune, 412115, India.
Sunaina Kuknor *
Symbiosis Institute of Business Management Pune, Symbiosis International (Deemed University), Lavale, Pune, 412115, India.
*Author to whom correspondence should be addressed.
Abstract
A research study was conducted to identify digital communities' role and sphere of influence in a parenting ecosystem. This report provides an overview of the target segment needs assessment and digitalization of their physical communities and support systems. Primary research was done via telephonic calls and zoom interviews of pregnant and new mothers and couples. Forty participants took part in the study to share their experiences and pain points. In addition to this, a WhatsApp group of 350 participants was created to observe the engagement on a digital medium. The study helped us validate the need for a social support system beyond the existing physical network of the participants to reach out to others with similar or better parenting approaches. 70% of the participants have expressed their willingness to join digital parental communities. The findings have been helpful to understand the role of a digital society, which can enhance the offerings of parenting facilitators and support parents in implementing better parenting practices. Of the last 10-12 years, there has been a steady increase in regional parenting networks. As a result, we picked the impact and influence of digital parental networks on these women's lifestyles and how they have aided in the growth of a conscious and good parenting style as our research topic. The conclusion outlines the impact of these communities and the significant concerns that have arisen due to their increased use.
Keywords: Parenting facilitators, pregnant mothers, new mothers, digital parental communities, parenting approaches