...Satinder Kumar; Garima Kathuria Purpose In today’s rapidly evolving digital landscape, Sherub Marketing has emerged as a distinctive strategy, blending the charm of cherubic imagery with the growing trend of sharenting to establish strong emotional connections. Despite the growing prevalence...

...Supreet Kaur; Satinder Kumar Purpose The present study investigates the antecedents of sharenting, underlying strategies to mitigate the privacy risks of sharing children's personally identifiable information (PII) and majorly explores the relationship between sharenting activities of the parents...