{"title":"An exploration of first-time dads’ sharenting with social media marketers: implications for children’s online privacy","authors":"Alexa K. Fox, M. Hoy, Alexander E Carter","doi":"10.1080/10696679.2021.2024441","DOIUrl":null,"url":null,"abstract":"ABSTRACT This paper explores first-time dads’ (FTDs) decisions to engage in sharenting, or posting information about one’s child on social media, as marketers seek to connect with new parents via engagement tactics that prompt sharenting. We report survey results for 75 FTDs and eight semi-structured interviews from a separate FTD group. We find that FTDs are likely to perceive their own and their child’s information as sensitive yet be willing to share it with marketers when prompted. Marketers should appeal to FTDs’ role as “Involved Protector” via protecting their child’s digital footprint.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2021.2024441","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 7
Abstract
ABSTRACT This paper explores first-time dads’ (FTDs) decisions to engage in sharenting, or posting information about one’s child on social media, as marketers seek to connect with new parents via engagement tactics that prompt sharenting. We report survey results for 75 FTDs and eight semi-structured interviews from a separate FTD group. We find that FTDs are likely to perceive their own and their child’s information as sensitive yet be willing to share it with marketers when prompted. Marketers should appeal to FTDs’ role as “Involved Protector” via protecting their child’s digital footprint.
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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