Bibliometric Analysis of Sharenting: Current Status and Inducing Marketing Strategies

Abstract

In the current digital world, parents are more towards sharing pictures, videos and much more about their children on social media and various parenting sites, called as sharenting. Sharenting is a new and fast-emerging phenomenon, but only a few studies are available. The current study is a comprehensive analysis of the literature on sharenting, as no bibliometric analysis has yet been done on this topic. Therefore, the current study aims to conduct bibliometric analysis with the use of the Scopus database, which results in a total of 417 papers. After limiting it to the final publication, journal and only English language, we were left with 340 papers. These 340 papers are used for the analysis, with the help of the Biblioshiny package of R and VOSviewer software. This study contributed to the literature by (a) classifying the existing literature into four clusters, namely ‘Information Assessment Method’, ‘ParentWork’, ‘Online Resources and Forums’, ‘Parenting for Child Health’; (b) proposing research model for the marketing field based on cluster analysis; and (c) highlighting the future research directions in the sharenting domain. To establish its implications, this review study has integrated scattered knowledge into one body by providing theoretical and managerial implications of sharenting.