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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.

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