The commercialisation and growth of family-oriented social media content provide fresh avenues and chances for the companies and brands that look for ways to capture their target market by leveraging some common sharenting techniques among the families. There has been an increase in attraction among companies for using family as their prime asset for promotion and branding; however, research considering the impact of Perceived Sherub Marketing (PESM) on purchase intention (PUI), especially within the sharenting scope such as "mini-me fashion," is meagre. Hence, this research endeavors to analyse the direct influence of PESM on consumers’ PUI and also the mediate effect of consumers’ brand awareness (BAN) on the consumers' purchase intentions. In this study, a quantitative cross-sectional research approach has been adopted based on a purposive sampling method, thereby collecting data from 284 ‘parent’ participants who were accustomed to "mini-me fashion” sharenting and conducting analyses by employing PLS-SEM. Results of this study indicated PESM significantly contributes to increasing BAN and PUI, while BAN has a significant positive influence on their PUI and partly mediates between PESM and PUI. These results demonstrate that providing sincere, family-oriented digital content increases BAN and, in addition, purchase decisions. The study expands the growing stream of literature on Sherub marketing by proving empirically Mini-Me fashion and thus provides actionable implications for fashion brands and digital marketers for developing family-based digital marketing strategies that are not only effective but also the least deceptive and manipulative...