PROFESIONAL SHARENTING AS A TOOL  OF DIGITAL INFLUENCE: IMPLICATIONS FOR INFLUENCERS, CONSUMERS AND BRANDS - SHARE 

About the project

Professional sharenting is a rapidly growing but under-researched phenomenon due to its complexity and multiple social and commercial implications. There is a need to understand how monetized content that includes children is created, perceived and received in the digital space. This project responds to this need with a multi-phase research that combines computational social science, qualitative analysis and experimental methods. In the first phase, content analysis using artificial intelligence provides in-depth insight into the aesthetics and mechanisms of sharenting and the definition of the concept itself. Experiments in the second and third years will examine the impact of different forms of sharenting on influencers, brands and followers. In the fourth year, a cross-cultural aspect will enable the comparison of norms and expectations across countries. The project will develop a conceptual framework that contributes to science, but also to practice – through recommendations for the ethical, effective and strategic use of sharenting. It will help influencers to strengthen trust and audience engagement, and brands to optimize collaboration and strengthen brand perception. In this way, the project brings value to the scientific community, the digital industry and society at large.

Total project value: 64.402,44 EUR

Project duration: October 1, 2025 until September 30, 2029

Project holder: University of Zagreb, Faculty of Economics & Business

Contact

Project leader: Sandra Horvat

E-mail: projekt_share@net.efzg.hr

Address: Faculty of Economics & Business – Zagreb

     Trg J. F. Kennedyja 6

     10000 Zagreb, CROATIA