Submit your papersSubmit Now
For Enquiries: [email protected]
IIARD LogoIIARD

Influence of Facebook Campaign on Exclusive Breastfeeding Among Mothers in Owerri Metropolis

Cajetan O Iheanacho, PhD and, Obi, Onyekachukwu Geraldine

Abstract

Despite the magnitude of inherent benefits associated with exclusive breastfeeding to mothers and infants, and by extension society, there seemingly still exists an apparent prevailing lack of interest among majority of mothers in upholding this positive age-long practice. This is why the study examined the influence of Facebook campaign on exclusive breastfeeding among mothers in Owerri Metropolis. The study was hinged on the integrated model of behaviour prediction (IMBP). Adopting the survey research design with the projected population of 298,681 from which the sample size of 385 derived using the Australian sample size calculator. Questionnaire served as the instrument for data collection, while the multi- stage sampling technique was used in selecting the respondents. Findings revealed that; the level of awareness of a majority of the respondents to EBF campaign messages on Facebook is moderate at 35%; at an average mean of 3.5; level of understanding of the respondents about exclusive breastfeeding as a result of their exposure to Facebook campaign about it is high. Also, the respondents showed a positive perception towards Facebook campaign on exclusive breastfeeding as an educating, informative, enlightening, impacting and reinforcement health communication messages at an average mean of 3.4. It was further revealed that, at an average mean of 2.7, exposure to Facebook campaign on EBF has positively influenced and encouraged the embrace of EBF practices among the respondents. The paper concluded that, Facebook as a social medium is an efficient means of communicating exclusive breastfeeding information and messages following the availability and portability of internet-enabled mobile phones. The study, recommended that, social media should constantly be employed in creating awareness on EBF because it is very effective for reaching a wider audience. Also, the Ministry of Health should empower women to exclusively b

Keywords

FacebookCampaignExclusive BreastfeedingMothersOwerri Metropolis

References

Adetunla, Y. (2022). The role of social media in enlightening nursing mothers on the practise of exclusive breast feeding in Ekiti State. Journal of Mass Communication and Journalism, 12 (2). DOI: 10.37421/2165-7912.22.12.450. Akinremi, Z.O & Samuel, F.O. (2014). Knowledge and attitude of exclusive breastfeeding among hairdresser apprentices in Ibadan, Nigeria. British Journal of Medicine & Medical Research 5(3), 376-385. American Academy of Pediatrics (AAP) (2012). Policy statement: Breastfeeding and the use of human milk. Pediatrics, 129, e827-e841. Ann, L. W. & Richard, J. S. (2001). The resurgence of breastfeeding at the end of second millennium. Pediatrics, 103 (2), 531-542. Audelo, L. (2014). Connecting with today’s mothers: Breastfeeding support online. Clinic Lactation, 5 (1),16–19. Bartholomew, M.K., Schoppe-Sullivan. S.J. & Glassman, M. (2012). New parents’ Facebook use at the transition to parenthood. Fam Relat, 61 (3), 455–469. Black, R., McLaughlin, M. & Giles, M. (2022). Women's experience of social media breastfeeding support and its impact on extended breastfeeding success: A social cognitive perspective. British Journal of Health Psychology,25 (3), 754-771. https://doi.org/10.1111/bjhp.12451 Britton, C., McCormick, F.M. & Renfrew, M.J. (2012). Support for breastfeeding mothers. The Cochrane Database System Rev, (1), Cd001141. Bunik, M., Clark, L., Zimmer, L. M., Jimenez, L. M., O’Connor, M. E., Crane, L. A., &Kempe, A. (2006). Early infant feeding decisions in low-income Latinas. Breastfeeding Medicine, 1 (4), 225-235. Chukwu-Okoronkwo, S O. &Okoronkwo N.E. (2017). Child abuse and prostitution phenomena: Critical issues in Nigeria’s sustainable development. American Journal of Environment and Sustainable Development, 2 (3), 16-22. Chukwu-Okoronkwo, S.O., Okugo, U.C., Ihechu, I.P. &Okoronkwo, N.E. (2019). Impact Assessment of Exclusive Breastfeeding Media Campaign Among Mothers in Selected Metropolitan Cities in South East Nigeria. Research on Humanities and Social Sciences, 9 (14), 136-144. DOI: 10.7176/RHSS. Danso, J. (2014). Examining the practice of exclusive breastfeeding among professional working mothers in Kumasi Metropolis of Ghana. International Journal of Nursing, 1(1),11-24. Dennis, C. (2002). Breastfeeding initiation and duration: A 1990-2000 literature review. Journal of Obstetric Gynaecologic and Neonatal Nursing, 32 (1), 12-32. Dennis, C.L. (2003). The breastfeeding self?efficacy scale: Psychometric assessment of the short form. Joural of ObstetGynecol Neonatal Nursing, 32 (6), 734–744. Duggan, M., Lenhart, A. & Lampe, C. (2015). Parents and social media: Mothers are especially likely to give and receive support on social media Pew Research Center. Accessed at https://www.pewinternet.org/2015/07/16/parents-and-social-media/. Eliot, J. (2003). Breastfeeding could save lives. Oxford: Oxford University Press. Etumnu, E.W., Nwosu, C.L., Emetumah, I. F., Nkwocha, C.M., Megwa, G.C. & Williams- Etumnu, O. (2024). Influence of Ozisa FM traffic programmes on responsible road use among residents of Owerri Metropolis. International Journal of Sub-Saharan African Research, 2(2), 238-250. Eze, N.C. (2020). Media campaign on exclusive breastfeeding: Awareness, perception, and acceptability among mothers in Anambra State, Nigeria: DOI: 10.4018/978-1-5225- Retrieved from https://www.igi-global.com. Ezeah, G.H. &Odionye, C.M. (2017). Exclusive breastfeeding media campaigns among nursing mothers in Imo State, Nigeria. International Journal of Research in Arts and Social Sciences, 10 (1), 308-325. Fishbein, M. &Yzer, M. (2003). Using theory to design effective health behavior interventions. Commun Theory, 13 (2),164–183. Gibson, M. E. (2005). Getting back to basics: The curious history of breastfeeding in the United States. American Journal of Nursing, 105, 72c-73c. Holtz, B., Smock, A. & Reyes-Gastelum, D. (2015). Connected motherhood: Social support for moms and moms-to-be on Facebook. Telemed e-Health 21(5), 415–421. Hornik, R. (1985). Nutrition education: A state of the art review. Nutrition Policy Discussion Paper 1. Rome, FAO. (ACC/SCN Secretariat). Ibe, B. C. &Nkanginieme, K. E. O. (1990). Breastfeeding in a developing country: Influence of maternal time spent away from child on duration of breastfeeding. Orient Journal of Medicine, 2(2), 56-59. Iheanacho O. C., Anyaegbu I.E. &Etumnu, E.W. (2021). Influence of broadcast media campaigns on creating awareness on exclusive breastfeeding: A study of Owerri Urban. American Journal of Humanities and Social Sciences Research (AJHSSR), 5 (9),168-175. Ineji, U. P. (2003). Mass communication studies: The basics. Calabar: Ushie Printers and Publishing Company Ltd. Ismail, T., Muda, W. & Bakar, M. (2016). The extended Theory of Planned Behaviour in explaining exclusive breastfeeding intention and behaviour among women in Kelantan, Malaysia. Nutr Res Pract, 36 (10), 1338–1356. Johnson, A., Kirk, R. & Rosenblum, K.L. (2015). Enhancing breastfeeding rates among African American women: a systematic review of current psychosocial interventions. Breastfeed Med, 10 (1), 45–62. Johnston, M., Landers, S. & Noble, L. (2012). Breastfeeding and the use of human milk. Pediatrics,129 (3), e827–e41. Li, R.; Hsia, J.; Fridinger, F.; Hussain, A.; Benton-Davis, S.; &Grummer-Strawn, L. (2004). Public beliefs about breastfeeding policies in various settings. Journal of American Diet Association, 104 (7),1162-1168. Matyek, J., Tayo-Garbson, S.U., Umoren, P.E., Benmun, P. & Etumnu, E.W. (2023). Comparative analysis of COVID-19 non-pharmaceutical intervention videos on Facebook: Insights from Nigeria and Benin Republic. Library Philosophy and Practice (e-journal).7975. https://digitalcommons.unl.edu/libphilprac/7975 Mbiereagu, U.B. &Etumnu E.W. (2020). Influence of breast cancer awareness campaigns on the practice of breast self-examination among women in Owerri municipal. IMSU Journal of Communication Studies, 4(1), 225-234. Meedya, S., Fahy, K. &Kable, A. (2010). Factors that positively influence breastfeeding duration to 6 months: A literature review. Women Birth, 23 (4), 135–145. Montano, D. &Kaspryzk, D. (2015). Theory of reasoned action, theory of planned behaviour, and the integrated behavior model In: Glanz K, Rimer B, Viswanath K. (eds) Health behaviour: Theory, research, and practice. San Francisco: Jossey-Bass, pp. 95–123. Oddy, W. H. (2002). The impact of breastfeeding on infant and child health. Breastfeeding Review, 5-18. Office of the Surgeon General. (2011). The surgeon general’s call to action to support breastfeeding. Washington, DC: US Department of Health and Human Services. Okoroiwu, G.I.A., Ubosi, N.I., Aliyu, S.M., &Eya, C.P. (2021). Knowledge, attitude and practice of exclusive breastfeeding amongst mothers of infants in Gwagwalada Area Council, FCT, Abuja, Nigeria. Journal of Applied Sciences and Environmental Management, 25 (1) 127-132· DOI: 10.4314/jasem.v25i1.18. Orchard, L.J. & Nicholls, W. (2022). A systematic review exploring the impact of social media on breastfeeding practices. Current Psychology 41, 6107–6123. https://doi.org/10.1007/s12144-020-01064-w. Pew Research Center. (2018). Social media fact. Accessed from http://www.pewinternet.org/fact-sheet/social-media/ Phuong, H. Nguyen, S.S. Kim, T T. Nguyen, H. Lan, M. Tran, S.A Marie, T. Ruel, R. R. Edward, A. &Frongillo, P.M. (2016). Exposure to mass media and interpersonal counselling has additive effects on exclusive breastfeeding and its psychosocial determinants among Vietnamese mothers. Maternal and Child Nutrition, 12(4), 713– Raisler, J. (2000). Against all odds: Breastfeeding experience of low income mothers. Wisconsin: Wisconsin Press. Reeves, E.A. & Woods-Giscombe, C.L. (20

More Articles from WORLD JOURNAL OF INNOVATION AND MODERN TECHNOLOGY