Work

Mini‐Me Fashion Sharenting: Drivers, Consequences, and the Role of Market Mavens

Year: 2024

Type: article

Abstract: ABSTRACT The main purpose of this study is to investigate the psychological mechanisms that motivate sharenting behavior (the practice of parents sharing information and multimedia content about their children on social media) in the context of mini‐me fashion, where mothers or fathers wear matching outfits with their children. Based on mimicry behavior theory and self‐presentation, we use a mixed‐method approach to analyze 200 Instagram posts (study 1) and 303 surveys (study 2), and we examine the relationships of mimicry behavior and hedonism with self‐presentation and their impacts on brand engagement. The findings make theoretical contributions by confirming that mini‐me sharenting is considered an act of online self‐presentation primarily driven by hedonism and mimicry desire, thus leading to higher brand engagement and eWOM. Furthermore, the level of fashion market mavenism amplifies the impact of hedonism on brand engagement.

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.2439

Authors: Van‐Ha Luong, Aikaterini Manthiou, Huaming Liu, Ellie Hickman, Phil Klaus

Institutions: Industrial University of Ho Chi Minh City, NEOMA Business School, Jinggangshan University, De Montfort University, International University of Monaco

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W4404797479

FWCI: 0.722

Cites: 94

Cited by: 1

Related to: 10