Social media intervention for promoting breastfeeding among WIC participants.

Autor: Sanchez LM; School of Public Health University of Nevada Reno Nevada USA., Park SY; School of Public Health University of Nevada Reno Nevada USA., Kohnen T; WIC Breastfeeding Support Campaign, School of Public Health University of Nevada Reno Nevada USA., Sarnquist B; Division of Public and Behavioral Health Nevada Department of Health and Human Services Carson City Nevada USA., Jeon HJJ; Department of Marketing College of Business, University of Nevada Reno Nevada USA., Granner M; School of Public Health University of Nevada Reno Nevada USA., Morning K; Nevada Public Health Training Center University of Nevada Reno Nevada USA., MacNeil P; Supplemental Nutrition and Safety Programs, Food & Nutrition Service, USDA Virginia Alexandria USA., Deavers O; Supplemental Nutrition and Safety Programs, Food & Nutrition Service, USDA Virginia Alexandria USA., Soto V; Supplemental Nutrition and Safety Programs, Food & Nutrition Service, USDA Virginia Alexandria USA., Christiansen E; Center for Program Evaluation, School of Public Health University of Nevada Nevada Reno USA.
Jazyk: angličtina
Zdroj: Food science & nutrition [Food Sci Nutr] 2023 Aug 23; Vol. 11 (11), pp. 6945-6954. Date of Electronic Publication: 2023 Aug 23 (Print Publication: 2023).
DOI: 10.1002/fsn3.3620
Abstrakt: Social media have emerged as a promising communication channel for promoting breastfeeding among a new generation of mothers. Yet, there is no published study reporting the effects of a large-scale social media intervention on key breastfeeding-related perceptions, attitudes, and behaviors. As a component of its breastfeeding promotion campaign, the Women, Infants, and Children (WIC) program implemented a 12-month intervention using Facebook and Instagram and subsequently evaluated the outcomes by surveying WIC-participating women ( N  = 832) twice, immediately before and after the intervention. Based on their level of exposure to the intervention messages, the women were retrospectively classified into two groups, resulting in a two-group (no-low exposure vs. medium-high exposure) quasi-experiment. Women in the medium-high exposure group, in comparison with women in the no-low exposure group, exhibited higher campaign awareness ( p  < .001), visits to the campaign website ( p  < .001), and engagement with the website content ( p  < .001). They also reported more positive breastfeeding attitudes ( M  = 17.26 vs. M  = 16.51, p  < .05), self-efficacy ( M  = 54.48 vs. M  = 49.94, p  < .01), and social support ( M  = 27.37 vs. M  = 25.11, p  < .001). But they did not differ from women in the no-low exposure group in breastfeeding initiation ( p  > .05) and duration ( p  > .05). In conclusion, a social media-based intervention resulted in more positive breastfeeding attitudes, higher self-efficacy, and higher perceived social support. Future studies need to investigate the optimal level of intervention message dosage that prompts significant behavioral changes.
Competing Interests: There is no conflict of interest to report.
(© 2023 The Authors. Food Science & Nutrition published by Wiley Periodicals LLC.)
Databáze: MEDLINE
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