Project “SHARE” is implemented within the framework of the National Recovery and Resilience Plan 2021–2026 and is financed by European Union funds through the NextGenerationEU instrument.
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.