Sharenting in an Evolving Digital World: Increasing Online Connection and Consumer Vulnerability

L Lin Ong, Alexa Fox, Laurel Cook, Claire Bessant, Pingping Gan, Mariea Hoy, Emma Nottingham, Beatriz Pereira, Stacey Steinberg

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Sharenting (using social media to share content about one’s child) is a progressively common phenomenon enabled by society’s increased connection to digital technology. Although it can facilitate positive connections among internet users, it also leads to concerns related to children’s online privacy and well-being. This paper establishes boundaries and terminology related to sharenting in an evolving digital world. First, while much of the prior sharenting research
focuses on the parent-child dyad, we apply consumer vulnerability theory to conceptualize a modern sharenting ecosystem involving key stakeholders (parents, children, community, commercial institutions, and policymakers). This expanded ecosystem extends the sharenting literature to better define the complex dynamism inherent in sharenting as part of our increasingly virtual society. Next, we expand the characterization of sharenting by introducing a
spectrum of awareness that categorizes types of sharenting (active, passive, and invisible). These definitions help researchers explore how and why personally identifiable information (PII) may be (un)intentionally shared in different contexts. Finally, using the conceptual structures developed in this paper, we provide a research agenda for policymakers and consumer welfare researchers
Original languageEnglish
Title of host publication2022 AMA Marketing and Public Policy Conference
Subtitle of host publicationThe Role of Marketing in Imagining a Better Post-Pandemic World: Addressing Structural Disparities, Sustainability and Social Change
EditorsStacey Finkelstein, Ann Mirabito, Marie Yeh
Place of PublicationUnited States of America
PublisherAmerican Marketing Association
Pages237-239
Number of pages3
Volume32
ISBN (Electronic)9780877570134
Publication statusPublished - 9 Jun 2022
EventAMA 2022 Marketing and Public Policy Conference: The Role of Marketing in Imagining a Better Post-Pandemic World: Addressing Structural Disparities, Sustainability and Social Change - Austin, Texas, United States
Duration: 9 Jun 202211 Jun 2022
https://www.ama.org/events/academic/2022-ama-marketing-and-public-policy-conference/

Conference

ConferenceAMA 2022 Marketing and Public Policy Conference
Abbreviated titleAMA MPPC
Country/TerritoryUnited States
Period9/06/2211/06/22
Internet address

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