Prethodno priopćenje
https://doi.org/10.56321/ijmbs.11.17.46
SHARENTING IN CROATIA: BENEFITS AND RISKS OF PARENTAL SHARING OF CHILD-RELATED CONTENT ON SOCIAL MEDIA
SANDRA HORVAT
orcid.org/0000-0002-9324-6960
; Ekonomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Sažetak
This paper examines the phenomenon of sharenting, defined as parental sharing of child-related content on social media, focusing on its benefits and risks to provide an in-depth insight into parental practices and the level of understanding of this phenomenon in Croatia. To achieve this aim, a descriptive study was conducted using an online survey questionnaire.
The final sample comprised 162 respondents who actively use social media and have at least one child up to 13 years of age. The findings show that respondents primarily use social media passively as consumers rather than as active content creators. The results indicate that parents in Croatia share content about their children relatively infrequently and generally do so with a high degree of caution, limiting the visibility of posts to their circle of friends. The dominant motive for sharing is memory preservation, while motives related to social recognition or self-presentation are considerably weaker. Although awareness of privacy violations and the creation of a permanent digital footprint is relatively high, respondents show less concern about more extreme security risks, such as identity theft or misuse of images.
Ključne riječi
sharenting; benefits; risks; parenting; social media; digital marketing
Hrčak ID:
342137
URI
Datum izdavanja:
23.12.2025.
Posjeta: 461 *