Managing authenticity in a kidfluencers’ world: A qualitative study with kidfluencers and their parents

Abstract

Though kidfluencer marketing is becoming more prevalent, research into children as senders of commercial messages is scarce. Considering the roles of parents, followers and commercial partners, this study is the first to conceptualise and explore kidfluencers’ authenticity management. In total, 19 in-depth interviews with kidfluencers (aged 7–12 years) and their parents show that kidfluencer profiles are not an authentic representation of the children’s true digital selves, but rather a representation of how parents wish to present their children’s digital identities. This is achieved by parents balancing their own wishes against those of their children, followers and commercial parties. A privacy (openness) paradox thereby occurs and parents undertake measures in attempt to guard against the potential risks.