Parental Perspectives on Sharenting: Attitudes, Privacy Concerns, and Children's Digital Footprint

Purpose: The objective of the present investigation is to elucidate parental perspectives regarding sharenting, with a particular emphasis on their attitudes, concerns pertaining to privacy, and the ramifications of children's digital footprints. As the phenomenon of sharenting proliferates on a global scale, it is imperative to comprehend the underlying motivations and associated risks pertinent to this trend in order to effectively address its ethical, social, and economic ramifications. Design/Methodology/Approach: This investigation adopted a survey-based approach, concentrating on a sample of 326 parents of children aged 15 years or younger. The data collection instrument consisted of Likert-scale, multiple-choice, and open-ended questions, addressing themes such as parental attitudes towards sharenting, privacy and safety concerns, emotional reactions, and social media behaviors. The statistical analyses utilized included Spearman’s Correlation, Chi-Square Tests, Cramer’s V, in addition to descriptive statistics. Findings: The results indicate a diverse spectrum of parental perspectives on sharenting, with 60% of respondents perceiving it as beneficial. Privacy-related apprehensions were notably pronounced, with 75% of parents expressing varying levels of concern. Frequent social media users demonstrated a slightly greater propensity to acknowledge the advantages associated with sharenting (Spearman’s ρ = 0.06, p = 0.296), whereas parents affected by child influencers exhibited a considerable tendency to share their children's content (Point-Biserial r = 0.01, p = 0.896). However, no substantial correlations were identified between parental privacy apprehensions and the age of the children or anticipated future implications for privacy. Emotional responses, such as pleasure or unease, did not significantly impact attitudes towards the perceived benefits of sharenting. Practical Implications: The study highlights the urgent need for developing policies that promote parental digital literacy to mitigate the privacy risks associated with sharenting. Moreover, the insights obtained regarding influencer-related behaviors present relevant implications for marketing strategies targeting the parental sector. The findings emphasize the necessity of balancing the benefits of social media participation with the long-term effects on children's digital identities. Originality/Value: This research enhances the growing body of literature on sharenting by examining a broad range of interconnected factors, including privacy concerns, influencer impact, and emotional responses. It lays the groundwork for interdisciplinary research that spans marketing, digital ethics, and educational studies while proposing pathways for international collaboration.