Abstract
TikTok has become a useful tool for businesses eager to capitalize on the platform's expanding user base. Mothers have been using TikTok to share their experiences raising children, trying new meals, shopping, etc. Mothers are, therefore, increasingly seen as a firm's business and marketing ideal. This study empirically evaluates whether investors value the frequent occurrence of the word 'Mom' in postings or online bios on TikTok. Based on a sample of Fortune 500 companies, our results firstly imply that 'Mom' on TikTok is linked to a greater firm value. We next look into whether investors value the intersection of 'Mom' on TikTok and particular themes indicators taken directly from TikTok. The study finds that, 'Mom' only has a positive effect on firm value in companies where the themes of promotion, location, quality, and convenience are present in significant quantities. However, the positive relationship between 'Mom' and firm value is consistently significant for one theme-service-both in the high and low subsamples. Hence, companies can align with core values related to mothers' concerns and interests and explore strategic opportunities for engaging with mothers, fostering positive perceptions and support among investors and encouraging further research in this field.