Yes / The coming together of parenting and routine posting on social networking sites has become a visible and recognisable theme and the term ‘sharenting’ has found a place in everyday talk to describe some forms of parental digital sharing practices. However, while social media has undoubtedly provided a space for parents to share experiences and receive support around parenting, sharenting remains a contestable issue. Thus, one reading of sharenting would be as a display of good parenting as mothers ‘show off’ their children as a marker of success. However, the term also can be used pejoratively to describe parental oversharing of child-focused images and content. In this paper we explore the practice of sharenting in terms of pride, affect, and the politics of digital mothering in a neoliberal context to conclude that sharenting can be best understood as a complex affective and intersectional accomplishment that produces motherhood and family as communicative activities within digital social practices.

Humblebragging is a tactic where an individual disguises a boast or brag as a complaint or humility while simultaneously emphasizing their achievements or desired results. According to previous literature, individual athletes' social media postings are seen as branding or self-promotional content to enhance their brand image. However, these posts can also be considered a form of bragging, with sport celebrities trying to hide their true intentions by using humbleness. This strategy is often used by sport celebrities to enhance their brand image. However, this subject remains largely unexplored in sport management literature, primarily due to the lack of a clear definition, unexplored humblebragging strategies from the viewers' perspective, and the absence of a measurement scale for evaluating humblebragging in the sport context. Thus, the purpose of this study is to explore sport celebrities’ self-promotion strategies from the perspective of social media users, based on signaling theory and self-promotion theory, and to suggest a measurement scale that can empirically study the formation of humblebragging. This dissertation consists of two studies using online surveys for data collection, utilizing a total of 349 samples for the first study and 426 for the second study for quantitative data analyses. The results of the first study suggested that social media users are more likely to appreciate sport celebrities’ honest self-promotion, characterized by humble and sincere posts. The second study generated six dimensions of humblebragging: (a) self-praise plus disclaimer; (b) praise from a third party; (c) self-praise plus shift of focus; (d) self-praise plus self-denigration; (e) self-praise plus reference to hard work; and (f) self-praise as a complaint. It was also found that self-praise plus shift of focus and self-praise plus self-denigration had a positive and significant impact on predicting post likability. This dissertation enriches the literature by establishing a theoretical basis for humblebragging as a self-promotion strategy on social media and revealing its effects on consumers’ perceptions, attitudes, and behaviors. These studies provide valuable insights for sport celebrities, social media influencers, and marketers aiming to enhance their influence on consumers. The findings also suggest practical strategies to improve the effectiveness of promotional messages using humblebragging.