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.
A Comparative Analysis of Audience Engagement in Organic vs. Sponsored Content
What happens when children become part of the content parents create on social media?
As part of the SHARE project, 1,685 posts were analyzed as a first step toward a better understanding of professional sharenting—a phenomenon where parenting, children, social media, and content monetization intertwine.
From dominant content formats to key differences between sponsored and non-sponsored posts, the preliminary results are already revealing intriguing patterns.
Watch the video for the first insights
Fudurić, M., Horvat, S., Škare, V. (2026). Professional Sharenting on Instagram: A Comparative Analysis of Audience Engagement in Organic vs. Sponsored Content. In C. Henninger, J. Wood, A. Le Normand, R. Boardman & C. Chrimes, (Eds.), Proceedings of Academy of Marketing 2026 Annual Conference and Doctoral Colloquium: Breaking Boundaries – Unlocking Potential, The University of Manchester. ISBN: 978-1-9196473-2-6
Fudurić, M., Dropulić Vukić, B., & Horvat, S. (2026). The sharenting paradox: less commercial content creates more value. In P. Halar, J. Jajić & E. Pecina, (Eds.), Book of Abstracts of FEB Zagreb 17th International Odyssey Conference on Economics and Business , University of Zagreb.
Horvat, S., & Dropulić, Vukić, B. (2026). From care to content: Classifying motives, risks, and paradoxes in professional sharenting. Proceedings of 17th FEB Zagreb International Odyssey Conference on Economics and Business.
Horvat, S. (2025). Sharenting u Hrvatskoj. International Journal of Multidisciplinarity in Business and Science, 11(17), 46–53. https://doi.org/10.56321/ijmbs.11.17.46
