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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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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 encourage positive connections to others, it also creates concerns related to children’s privacy and well-being. In this paper, we establish boundaries and terminology related to sharenting in an evolving digital world. We conceptualize a modern sharenting ecosystem involving key stakeholders (parents, children, community, commercial institutions, and policymakers), by applying consumer vulnerability theory to explore the increased online connection that occurs as work, school, and socialization become increasingly more virtual. Next, we expand the characterization of sharenting by introducing a spectrum of sharenting awareness that categorizes three types of sharenting (active, passive, and invisible). Finally, we provide a research agenda for policymakers and consumer welfare researchers.
Original languageEnglish
JournalJournal of Consumer Affairs
Issue number3
Early online date5 Jul 2022
Publication statusE-pub ahead of print - 5 Jul 2022


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