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Hidden Communities of Practice in Social Media Groups: Mixed Methods Study
Kara Skelton1, Retta Evans2, Jenna LaChenaye2
1Department of Health, Behavior and Society, Johns Hopkins University, Baltimore, MD, United States.
JMIR Pediatrics and Parenting
|March 25, 2020
Summary
This study found that a pro-breastfeeding Facebook group functions as an online community of practice, positively influencing mothers' breastfeeding knowledge and behaviors. This online support can enhance breastfeeding success and outcomes.
Area of Science:
- Social Sciences
- Public Health
- Human-Computer Interaction
Background:
- Suboptimal breastfeeding rates persist in the US despite high initiation rates.
- Social support is crucial for positive breastfeeding outcomes.
- Social networking sites offer accessible platforms for breastfeeding advice and support.
Purpose of the Study:
- To explore the utilization of a pro-breastfeeding Facebook group.
- To determine how this utilization influences breastfeeding knowledge, attitudes, and behaviors.
Main Methods:
- A mixed-methods approach combining online focus groups (n=21) and individual interviews (n=12).
- Inductive content analysis to conceptualize a breastfeeding community of practice (COP).
- A quantitative survey (n=314) developed from qualitative findings to assess COP qualities and impact on breastfeeding attitudes and knowledge.
Main Results:
- The Facebook group fostered a strong sense of community, trust, and interaction.
- High rates of breastfeeding initiation (91.5%) and exclusive breastfeeding at 6 months (69.0%) were reported.
- Mothers found the group effective for knowledge capture, access, application, and motivation to share information.
Conclusions:
- The pro-breastfeeding Facebook group functions as an organically formed online community of practice (COP).
- Utilization of this online COP can positively impact breastfeeding knowledge, attitudes, and behaviors.
- Further research into breastfeeding COPs for lactation support and telemedicine is warranted.
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