Abstract
ABSTRACT Influencer marketing has become a mainstream advertising format on the internet. However, only a handful of studies focused on its ethical dilemmas. This experimental work examines the effect of sharenting – sharing content about one’s child on social media – in sponsored social media posts on the ethical perception and the evaluation of the posts. Results indicated that both student and parent respondents perceived the post featuring the child as less ethical when the post promoted an adult-related product. This effect was mediated by more negative ad and brand attitudes and was related to a lower purchase intent for the advertised product. It appears that sharenting in sponsored posts leads to negative ethical attitudes that diminish the advertising effectiveness of influencer marketing when the product is adult-related. However, we did not observe the same effect among parents when the advertised product is child-related.
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