CHICAGO -- Jemenda McCoy had never heard of Cocoa Babies, an Atlanta-based online children's boutique catering to families of color, until one of her sorority sisters posted a link to an article about the store on her personal Facebook page.
But shortly after McCoy, a mom living in Chicago's Beverly neighborhood, followed the links to the site, which sells children's apparel and accessories that flaunt self-affirming slogans, she quickly clicked "proceed to checkout."
"I'm online with moms all day, whether it's Facebook or Twitter," said McCoy, a mother of a 2-year-old and 4-year-old. "I saw this great company, so I ordered a bunch of T-shirts and onesies for the girls in my family. I'm always looking for positive messages."
According to a new research study, 79 percent of mothers with children younger than 18 are active in social media. And this holiday season, a growing number of them bought gifts they'd learned about through social networking. It found that 1 in 4 mothers who are active on social media said they purchased items they learned about through a recommendation from a Facebook friend, Twitter follower or some other social networking pal. The study was based on 2,000 mothers who said they were active in social media.