Background: There has been a notable rise in female entrepreneurs in the dynamic entrepreneurship landscape. One group that has recently gained researchers’ interest is mumpreneurs. They balance life with their children and being business owners daily. Some showcase that on social media to market their products and brand themselves. Purpose: This study aims to deepen our understanding of mumpreneurs’ social media marketing and communication behaviour. We specifically address the Gap formulated by Rodriguez et al. (2022) regarding the lack of understanding of mumpreneurs’ social media marketing. This thesis aims to identify and analyse the specific strategies used by these mothers and will focus in detail on their communication with stakeholders and their self-presentation on Instagram.

Method: We utilise a grounded theory approach based on a small sample of six Instagram accounts, three from Germany and three from Sweden. They are all mumpreneurs but in different fields of business. We followed and documented their activities over the course of four weeks and then sorted the collected data with the help of an Excel sheet into several categories and two distinctive approaches.

Conclusion: Our findings reveal that mumpreneurs employ different strategies to communicate with their stakeholders on Instagram. Specifically, some mumpreneurs use a personal approach, engaging with their audience in a more intimate and relatable manner. In contrast, to a professional approach, maintaining a more formal and business-oriented presence. This study highlights the diversity of social media strategies among mumpreneurs, show the varied methods they use to connect with their audience and promote their businesses.