Using Social Media for Breastfeeding Support

To explore the variables that lead to sustained, exclusive breastfeeding to 6 months for breastfeeding women of the millennial generation who follow social media breastfeeding support groups (SMBSGs).

Repeated-measures, longitudinal, mixed-methods design.

Online across 21 countries.

Convenience sample of exclusively breastfeeding millennial women (N = 241) who followed at least one of 17 SMBSGs.

Participants completed the following: a demographic questionnaire; the Perceived Work Demand Scale; the Perceived Family Demand Scale; the Perceived Health-Related Social Support From Facebook Friends Measure; and the Breastfeeding Confidence, Knowledge, and Attitudes Measure.

Using structural equation modeling, I examined relationships among personal factors; competing situational demands; social support; and confidence in, knowledge of, attitude toward, and sustainability of breastfeeding. Age, education, and competing work and family demands were all predictive of social support. Breastfeeding social support had a direct effect on participants' breastfeeding confidence, knowledge, and attitudes (F = 4.96, R² = .07, p < .002). Furthermore, within SMBSGs, exclusive breastfeeding to 6 months was reported to be three times (66%) greater than the U.S. national average (22%).

Interventions aimed at providing women with resources to gain breastfeeding social support, such as SMBSGs, may be vehicles to improve women's confidence, knowledge, and attitudes and, therefore, increase the potential for exclusive breastfeeding to 6 months.