An exploration of first-time dads’ sharenting with social media marketers: implications for children’s online privacy

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-01-24 DOI:10.1080/10696679.2021.2024441

Alexa K. Fox, M. Hoy, Alexander E Carter

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.

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社交媒体营销人员对初为人父的育儿行为的探索:对儿童网络隐私的影响

摘要本文探讨了初为人父的父亲(FTDs)参与分享的决定，或在社交媒体上发布有关孩子的信息，因为营销人员试图通过促进分享的参与策略与新父母建立联系。我们报告了75个FTD的调查结果和8个来自独立FTD组的半结构化访谈。我们发现，ftd很可能认为自己和孩子的信息是敏感的，但在受到提示时，他们愿意与营销人员分享这些信息。营销人员应该通过保护孩子的数字足迹来吸引FTDs作为“参与保护者”的角色。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

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.