Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness

Abstract

Many momfluencers heavily feature their children on their social media profiles, often in an attempt to increase promotional success. Contrary to our assumptions and those from prior research, the results of our three experimental studies with mothers show that including a child in sponsored momfluencer content does not directly boost social and advertising potential. The first study (N = 154) indicates that child presence (versus absence) does not contribute to higher audience engagement, advertising value, or advertising effectiveness. The second study (N = 144) reveals similar direct results, but also shows that branded content featuring a child is perceived as cuter, positively impacting engagement and advertising outcomes. Notably, authenticity did not drive any effects. The third study (N = 170) aligns with these results and adds that child presence also heightens privacy awareness, which triggers moral advertising literacy and, in turn, negatively affects engagement and advertising outcomes. Considering that child presence in sponsored content does not yield differences in advertising impact, this article highlights the importance of prioritizing the protection of children’s privacy.