A Systematic Review Exploring the Impact of Social Media on Breastfeeding Practices

Social media has potential to promote and support positive health behaviours. This systematic review explores the influence of social media on breastfeeding decision-making, promotion and support. For the purpose of the review, social media was defined as social networking sites and blogs; M-technology and apps were only considered if they included an interactive element, such as a ‘share’ function, or one-to-many communication. Searches were conducted across seven databases (limited to 2007-2019). An initial search identified 1,123 papers, of which 16 met the inclusion criteria. A second search conducted prior to publication identified an additional six relevant papers, increasing the total to 22 included papers. Results are mixed, but there is evidence that social media can be used to improve breastfeeding awareness and attitudes. Breastfeeding mothers value pro-breastfeeding online communities. However, the success of such social media groups may be dependent on specific content shared, individual contributors, and group dynamics. Key considerations for practitioners are offered regarding how social media can augment services offered to support breastfeeding. Research in this field is still very much in its infancy. Further investigation of specific social media content is needed, alongside the viewpoints of those who have ceased breastfeeding against their wishes.