Keyword : Utilisation, social media, exclusive breastfeeding, nursing mothers, rural communities, Akwa Ibom State.
Author(s) : Benson Reuben Oke & Helen Ijeoma Nwachukwu
Abstract :
It is common knowledge that social media has undoubtedly changed the communication landscape of society and the information-seeking behaviour of humans. This study examines the utilization of social media for promoting exclusive breastfeeding among nursing mothers in rural communities in Akwa Ibom State. Studies have reported the use of social media for breastfeeding support, especially in the Western world; however, there is a paucity of research on the use of social media for promoting exclusive breastfeeding among nursing mothers, particularly in rural communities in Akwa Ibom State. This study addressed this gap by assessing the utilisation of social media for the promotion of exclusive breastfeeding among nursing mothers in rural communities in Akwa Ibom State, ascertain the social media platforms which serves as a source of promotion on the practice of exclusive breastfeeding among nursing mothers in rural communities in Akwa Ibom State, the extent to which social media can be used to enlighten nursing mothers on the practice of exclusive breastfeeding in rural communities in Akwa Ibom State, etc. This study is framed around Social Cognitive Theory and draws on a survey of 390 nursing mothers in 3 communities: Obong Ntak, Okorombokho, and Ibiaku Uruan. The results of this study, among others, indicate that nursing mothers in rural communities in Akwa Ibom State were on a few social media platforms; had exposure to exclusive breastfeeding promotion messages via these platforms, especially Facebook, identified some possible strategies for the utilisation of social media as promotion platforms for exclusive breastfeeding to include offer of incentives (e.g. airtime) for engaging in exclusive breastfeeding, use of local languages, among others. The study concludes that the use of social media for the promotion of exclusive breastfeeding will enhance the practice among rural nursing mothers. It is recommended that stakeholders should push their promotions and campaigns more on Facebook, WhatsApp, and YouTube, and provide support while promoting exclusive breastfeeding.
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