Hidden Communities of Practice in Social Media Groups: Mixed Methods Study

Abstract

Background Although most US mothers initiate breastfeeding, suboptimal breastfeeding rates still exist. Although breastfeeding is a complex process, social support has been linked with increases in positive breastfeeding outcomes. Recent technological advances, including the development of social networking sites, provide mothers with convenient access to a unique array of audiences from which to seek advice about parenting, including breastfeeding. However, little is known about how the use of the sites—specifically groups centered around breastfeeding—influences breastfeeding knowledge, attitudes, or behaviors. Objective This mixed methods study aimed to explore utilization of an existing probreastfeeding Facebook group and how utilization influences breastfeeding-related knowledge, attitudes, and behaviors. Methods Participants were recruited online through Facebook wall posts from within the existing group. Mothers aged between 18 and 50 years who were pregnant and intended to breastfeed, were currently breastfeeding, or had recently weaned their infant in the past 3 years were eligible to participate. Participants engaged in online focus group discussions (n=21) and individual interviews (n=12). Inductive content analysis of qualitative data led to the conceptualization and contextualization of a breastfeeding community of practice (COP). Using qualitative results, a quantitative survey was then developed to assess the prevalence of qualities of a COP as well as how COP usage influenced breastfeeding-related attitudes and knowledge. A total of 314 mothers completed the online survey. Results Qualitative findings showed an overall sense of community, with subthemes of group trust, interaction, and the promotion of breastfeeding. A majority (287/314, 91.5%) of mothers initiated breastfeeding, with 69.0% (216/314) of mothers reporting exclusive breastfeeding their infant at 6 months. Approximately 98.5% (309/314) of mothers reported that the Facebook group captured and stored knowledge; therefore, information could be easily accessed and applied. In addition, 96.2% (302/317) of mothers reported that the Facebook group motivated them to share breastfeeding-related knowledge. Conclusions The results suggest that this existing probreastfeeding Facebook group exhibits characteristics of an online COP, which was organically formed. Utilization of the Facebook group, in the context of an online COP, could be beneficial in impacting breastfeeding-related knowledge, attitudes, and behaviors. However, further examination and exploration of breastfeeding COPs, including using this type of model as a method of lactation support or as a telemedicine framework, is a clear need.

An integrative review on mothers' experiences of online breastfeeding peer support: Motivations, attributes and effects

“…A total of 14 publications met the criteria and were chosen for the review. Nine were qualitative (Alianmoghaddam et al, 2019;Black et al, 2020;Bridges, 2016;Clapton-Caputo et al, 2020;Jackson & Hallam, 2020;Niela-Vilén et al, 2015;Regan & Brown, 2019;Skelton et al, 2018), and two were mixed methods (Herron et al, 2015;Skelton et al, 2020). The remaining three were quantitative studies, of which two were randomized controlled trials (RCTs) (Cavalcanti et al, 2019;Niela-Vilén et al, 2016) and one was a cross-sectional survey .…”

“…The remaining three were quantitative studies, of which two were randomized controlled trials (RCTs) (Cavalcanti et al, 2019;Niela-Vilén et al, 2016) and one was a cross-sectional survey . The participants in seven studies were breastfeeding mothers with no specification (Alianmoghaddam et al, 2019;Bridges, 2016;Cavalcanti et al, 2019;Herron et al, 2015;Regan & Brown, 2019;Skelton et al, 2018Skelton et al, , 2020). In the other seven studies, the participants were from specific groups of breastfeeding mothers, including primiparous mothers, mothers with preterm infants, primiparous African American mothers, mothers who exclusively expressed breast milk and ones who continued breastfeeding over 12 months of the child's age (Black et al, 2020;Clapton-Caputo et al, 2020;Jackson & Hallam, 2020;Niela-Vilén et al, 2015;Niela-Vilén et al, 2016;.…”

“…In the other seven studies, the participants were from specific groups of breastfeeding mothers, including primiparous mothers, mothers with preterm infants, primiparous African American mothers, mothers who exclusively expressed breast milk and ones who continued breastfeeding over 12 months of the child's age (Black et al, 2020;Clapton-Caputo et al, 2020;Jackson & Hallam, 2020;Niela-Vilén et al, 2015;Niela-Vilén et al, 2016;. The breastfeeding peer support groups in 10 studies were exclusively on Facebook (Black et al, 2020;Bridges, 2016;Cavalcanti et al, 2019;Clapton-Caputo et al, 2020;Niela-Vilén et al, 2015;Niela-Vilén et al, 2016;Skelton et al, 2018Skelton et al, , 2020. The groups in the remaining four studies were from forums in parenting websites or unspecified social media groups (Alianmoghaddam et al, 2019;Herron et al, 2015;Jackson & Hallam, 2020;Regan & Brown, 2019).…”

Child feeding practices and concerns: Thematic content analysis of Thai virtual communities

“…A growing body of literature has revealed that parents, especially younger mothers, are actively engaged in an online social network (Nolan, Hendricks, Ferguson, & Towell, 2017). Previous work on social media on infant and young child feeding has focused on exploring the parental experiences of using digital media and describing contents made especially within online breastfeeding support group (Asiodu et al, 2015; Regan & Brown, 2019; Skelton, Evans, & LaChenaye, 2020). A recent study has been carried out aimed at evaluating the effects of social media platform on parental feeding behaviours and child dietary intakes (Dumas et al, 2020).…”

Facilitators and Barriers to Healthy Midlife Transition among South Asian Immigrant Women in Canada: A Qualitative Exploration

“…One question was posted in the group every other day. Exclusive groups were created to allow a secure, confidential and safe environment for research participants [ 30 , 31 ]. Each participant was offered a $15 gift card for their time.…”