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The early access version of a paper co-authored by Dr. Adrienne Foos, associate professor of Marketing, and William Magnus Northington of Appalachian State University, has been published to Qualitative Market Research: An International Journal.

The paper, titled “Crunchy moms as ideological pioneers: the negotiation of natural motherhood and consumerist ideology through crunchy mom discourse on TikTok,” explores how an influential digital subculture navigates the tensions between natural motherhood and consumerist culture. The research reveals how online communities act as sites of ideological negotiation and identity work.