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EMAC 2023 Regional Conference

Parenting patterns on social media: measuring sharenting behavior in Emerging CEE Markets

Published: November 22, 2023


Sandra Horvat , University of Zagreb, Faculty of Economics & Business; Akos Varga, Corvinus University of Budapest; Mirkó Gáti, Corvinus University of Budapest; József Hubert, Corvinus University of Budapest; Ildikó Kemény, Corvinus University of Budapest


This paper examines implicit beliefs and actual sharenting behavior in two emerging CEE markets (Croatia and Hungary). An implicit associations test was used to measure implicit beliefs about (i)responsible social media post that include children, which revealed a preference for responsible sharenting behavior in both countries. An online survey of 874 parents of children younger than 13 revealed a normal level of sharenting in Hungary, whereas the level of sharenting in Croatia was on the borderline between normal and mild. The widespread presence of sharenting behavior and its potentially negative effects on children's wellbeing make further research in this area essential.