Tell me why: The impact of mindful sharenting explanations by momfluencers: An experimental study with mothers

Given the number of identified risks associated with influencer sharenting, momfluencers are increasingly adopting a more mindful approach to sharing information about their children online. Prior qualitative research suggests that followers respond positively towards these mindful sharenting practices, especially when motives are communicated. However, there is a lack of experimental exploration into this finding and its potential explanations. Therefore, drawing upon theoretical insights regarding self-disclosure and self-determination theory, this experimental study with 176 mothers seeks to investigate the impact of momfluencers providing an explanation regarding mindful sharenting practices, proposing the need for relatedness and empathy as mediators. The findings reveal that when momfluencers disclose their motives, this significantly enhances follower engagement, admiration, and evaluation of the momfluencer. This effect is fully explained by empathy, and partly by the need for relatedness. This study emphasizes the importance of transparency and provides momfluencers strategies to balance privacy protection and the benefits of influencer sharenting.