Description of the Exposure of the Most-Followed Spanish Instamoms’ Children to Social Media

Felipe Garrido (), Alexandra Alvarez, Juan Luis González-Caballero, Pilar Garcia, Beatriz Couso, Isabel Iriso, Maria Merino, Genny Raffaeli, Patricia Sanmiguel, Cristina Arribas, Alex Vacaroaia and Giacomo Cavallaro
Additional contact information
Felipe Garrido: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Alexandra Alvarez: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Juan Luis González-Caballero: Department of Statistics and Operations Research, Faculty of Medicine, University of Cadiz, 11003 Cádiz, Spain
Pilar Garcia: Jérôme Lejeune Medical Institute, 28012 Madrid, Spain
Beatriz Couso: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Isabel Iriso: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Maria Merino: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Genny Raffaeli: Neonatal Intensive Care Unit, Fondazione IRCCS Ca’ Granda Ospedale Maggiore Policlinico, 20122 Milan, Italy
Patricia Sanmiguel: ISEM Fashion Business School, Universidad de Navarra, 28027 Madrid, Spain
Cristina Arribas: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Alex Vacaroaia: Department of Pediatrics, Clínica Universidad de Navarra, 28027 Madrid, Spain
Giacomo Cavallaro: Neonatal Intensive Care Unit, Fondazione IRCCS Ca’ Granda Ospedale Maggiore Policlinico, 20122 Milan, Italy

IJERPH, 2023, vol. 20, issue 3, 1-10

Abstract: There is evidence of the risk of overexposure of children on social networks by parents working as influencers. A cross-sectional study of the profiles of the sixteen most-followed Instamoms in Spain was carried out. An analysis of these profiles was performed over a full month (April 2022), three times a week, to describe the representation of influencers’ children in the posts shared by them, as well as their role in the Instamoms’ marketing. A total of 192 evaluations of the profiles were performed in the study period. The average number of children exposed by an Instamom was three, generally preschoolers and schoolchildren. The children appear in a context of the family home and accompanied by their mother. The type of advertising that accompanies the appearance of underage children is usually women or children’s clothing, but also food products, leisure, etc. Appearance of children in the posts had a statistically significant influence on followers measured by the number of likes. Results provided the identification of two Instamom clusters with differentiated behaviors in relation to appearance of children in posts. It is important to involve Social Pediatrics in the protection of the privacy and interests of children given the increase in sharenting. The authors believe that there are concerns about their explicit consent to public exposure from early childhood and about the medium and long-term effect that this may have on their future well-being.

Keywords: social media; kids; influencer; Instamoms; sharenting; marketing; Instagram (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2023
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