THE RISE OF SHARENTING MARKETING: IMPLICATIONS FOR DIGITAL CONSUMER CULTURE, IDENTITY FORMATION, AND CHILD PRIVACY

DOI: https://doie.org/10.65985/APER.2026119496

Authors:

Ms. Akanksha Jaiswal, Dr. Sonia Bhatt, Ms. Kumari Surabhi

Keywords:

Sharenting, Influencer Marketing, Digital Consumer Culture, Identity Formation, Child Privacy, Social Media Marketing.

Abstract:

Sharenting, or sharing on social media material about a parent's child, is a new phenomenon where they send their parents updates on anyone who writes about them; this can only be called "sharenting.” This article considers the rise of sharenting as an emergent marketing phenomenon and critiques its effects on both identity formation within digital consumer culture and children's privacy. Based on bibliometric coupling, the paper finds four major thematic areas represented in the literature: (1) Sharenting, social media, and advertising; (2) Digital consumer culture and social media; (3) Analogue games/apps and ethnography or fieldwork of the digital consumer; and finally (4) Digital consumer engagement marketing strategies. As the findings of this study show, sharenting is no longer limited to individual communications. Parents have become informal brand advocates, and they also tell stories for commercial purposes by creating their own content on social media. Meanwhile, sharenting is a critical way for parents to construct their own digital image, reflecting broader cultural trends. Wealth: However, the increasing commercialization of children's online appearances attitude leads to big worries such as of privacy, consent, and longer-term digital traces. On the basis of this evidence, we hope to integrate several works spread all over in literature where sharenting is repositioned within a marketing or socio-cultural context. Besides, the article suggests that in subsequent study ethical problems arising from linking family life to digital media in a setting ultimately controlled by profit-making firms will need to be faced head-on.

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