ABSTRACT
Mommy blogs, or blogs or websites that cater to working mothers, are often seen on social media as a source of important insights into the psychology of the mother who also works outside of the home. The intended contribution is to help understand working women and how women use mommy blogs as an online community that can offer a place to vent and support for the difficult and unique challenges that women who work outside of the home face. As is evident from multiple interdisciplinary sets of literature, the insights of working mothers are difficult to categorize and explore and online communities of “mommy blogs” and social media provide a rich environment to capture them. The limitations are common in the netnographic method itself; the authors make an assumption that those who post on mommy blogs/communities for mothers are indeed mothers.
