Abstract

Among the Digital Marketing tools, companies are going to increase the use of social media in order to foster their relationships with different stakeholders. The crucial role of social media for firms is due mostly to the consumers' willingness to use the new media to exercise their power or simply to discuss about the corporations' actions. Among the most skilled users of social networks, the techno-moms, mothers who link their technological skills to the need to share their parenthood experiences, are able to establish a powerful influence on their virtual friends whether in a personal or commercial way. The paper presents the results of a qualitative research, conducted through online focus groups, aimed at a) understanding the motivations of Italian techno-moms leading them to act inside an online branded site as a Facebook page or a Twitter account; b) highlighting the efficacy of social media in fostering the brand experience.