Social Media Utilization and Its Influence on Maternity Care Decision-Making and Childbirth Experiences among Omani...

Digital media and health innovations are transforming access to maternal and child health information. Women frequently seek pregnancy-related advice online; however, the abundance of online information and the risk of misinformation may influence maternity expectations, healthcare decisions, and perceptions of childbirth.

This study assessed the use of social media for maternity-related information and its association with healthcare decision-making and childbirth experiences among postnatal women in Oman.

This cross-sectional study was conducted among 396 postnatal women recruited from Sultan Qaboos University Hospital and Khoula Hospital in Oman. Exposure variables, including social media use for maternity information, and outcome variables, such as healthcare decision-making and childbirth experiences, were measured concurrently. Data were collected using a researcher-developed sociodemographic and social media use questionnaire and the validated 19-item Childbirth Experience Questionnaire (CEQ). Data were analysed using IBM SPSS Statistics version 27.0. Descriptive statistics were used to summarise participant characteristics and social media use patterns, while chi-square tests were used to examine associations between variables.

Most participants were well-educated, with 59.6% holding postgraduate degrees. More than half (52.8%) of the participants used social media for maternity-related information. Instagram was the most frequently used platform, accessed by 73.7% of social media users. The most sought information concerned general health issues (81.1%) and baby development (80.6%). Social media use was associated with healthcare decision-making (χ² = 24.157, p < 0.001). Although 55.1% of the participants reported a positive childbirth experience, no significant association was observed between social media use and childbirth experience.

Social media is a significant source of maternity-related information for postnatal Omani women and is associated with healthcare decision-making, but not with childbirth experiences. As the exposure and outcome variables were measured concurrently, these findings indicate associations rather than causality. These results underscore the need for healthcare professionals to guide women toward reliable digital maternity information.