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Parents' perceptions of the sensitivity of their children's personal information and willingness to share with social media marketers: Implications for sharenting

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  • Mariea Grubbs Hoy
  • Alexa K. Fox
  • George D. Deitz

Abstract

Many stakeholders such as parents, companies, and policymakers play a role in children's online privacy. This study explores how parents who have at least one child age 10 and younger perceive the sensitivity of their children's personal information and willingness to share it with social media marketers. Survey results of 418 parents indicate that a variety of types of children's information is perceived as sensitive, with certain information (e.g., videos, photos) that parents readily share via social media as highly sensitive. Findings also suggest that fathers and single parents are more likely to perceive their children's information as sensitive and yet are more willing to share it. This research contributes to the consumer welfare literature on children's privacy by providing a baseline of parents' attitudes regarding their children's data, extending prior research that has examined adults' perceptions of the sensitivity of their own information and willingness to share with social media marketers.

Suggested Citation

  • Mariea Grubbs Hoy & Alexa K. Fox & George D. Deitz, 2023. "Parents' perceptions of the sensitivity of their children's personal information and willingness to share with social media marketers: Implications for sharenting," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 346-356, January.
    • Handle: RePEc:bla:jconsa:v:57:y:2023:i:1:p:346-356
    DOI: 10.1111/joca.12502
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    References listed on IDEAS

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    1. George R. Milne & George Pettinico & Fatima M. Hajjat & Ereni Markos, 2017. "Information Sensitivity Typology: Mapping the Degree and Type of Risk Consumers Perceive in Personal Data Sharing," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 133-161, March.
    2. Markos, Ereni & Labrecque, Lauren I. & Milne, George R., 2018. "A New Information Lens: The Self-concept and Exchange Context as a Means to Understand Information Sensitivity of Anonymous and Personal Identifying Information," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 46-62.
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    Cited by:

    1. Nora Moran, 2024. "Losing privacy versus losing choice: How consumers react to different costs of personalization," Journal of Consumer Affairs, Wiley Blackwell, vol. 58(2), pages 587-605, June.

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