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Breastfeeding Communication Strategies, Challenges and Opportunities in the Twitter-Verse: Perspectives of Influencers and Social Network Analysis

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  • Sara Moukarzel

    (Larsson-Rosenquist Foundation Mother-Milk-Infant Center of Research Excellence, University of California San Diego, La Jolla, CA 92161, USA
    Department of Education Studies, University of California San Diego, La Jolla, CA 92161, USA)

  • Anita Caduff

    (Department of Education Studies, University of California San Diego, La Jolla, CA 92161, USA)

  • Martin Rehm

    (Institute of Educational Consulting, University of Education Weingarten, 88250 Weingarten, Germany)

  • Miguel del Fresno

    (Department of Social Work, National Distance Education University, 28015 Madrid, Spain)

  • Rafael Pérez-Escamilla

    (Department of Social and Behavioral Sciences, Yale School of Public Health, New Haven, CT 06510, USA)

  • Alan J. Daly

    (Department of Education Studies, University of California San Diego, La Jolla, CA 92161, USA)

Abstract

Using social media is one important strategy to communicate research and public health guidelines to the scientific community and general public. Empirical evidence about which communication strategies are effective around breastfeeding messaging is scarce. To fill this gap, we aimed to identify influencers in the largest available Twitter database using social network analysis ( n = 10,694 users), inductively analyze tweets, and explore communication strategies, motivations, and challenges via semi-structured interviews. Influencers had diverse backgrounds within and beyond the scientific health community (SHC; 42.7%): 54.7% were from the general public and 3% were companies. SHC contributed to most of the tweets ( n = 798 tweets), disseminating guidelines and research findings more frequently than others ( p < 0.001). Influencers from the general community mostly tweeted opinions regarding the current state of breastfeeding research and advocacy. Interviewees provided practical strategies (e.g., preferred visuals, tone, and writing style) to achieve personal and societal goals including career opportunities, community support, and improved breastfeeding practices. Complex challenges that need to be addressed were identified. Ideological differences regarding infant feeding may be hampering constructive communication, including differences in influencers’ interpretation of the WHO International Code of Marketing of Breast-milk Substitutes and in perspectives regarding which social media interactions encompass conflict of interest.

Suggested Citation

  • Sara Moukarzel & Anita Caduff & Martin Rehm & Miguel del Fresno & Rafael Pérez-Escamilla & Alan J. Daly, 2021. "Breastfeeding Communication Strategies, Challenges and Opportunities in the Twitter-Verse: Perspectives of Influencers and Social Network Analysis," IJERPH, MDPI, vol. 18(12), pages 1-13, June.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:12:p:6181-:d:570717
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    References listed on IDEAS

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    3. repec:aph:ajpbhl:10.2105/ajph.2016.303512_4 is not listed on IDEAS
    4. Karen E. Sutherland, 2021. "Strategic Social Media Management," Springer Books, Springer, edition 1, number 978-981-15-4658-7, December.
    5. Sinnenberg, L. & Buttenheim, A.M. & Padrez, K. & Mancheno, C. & Ungar, L. & Merchant, R.M., 2017. "Twitter as a tool for health research: A systematic review," American Journal of Public Health, American Public Health Association, vol. 107(1), pages 1-8.
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    Cited by:

    1. Zhang, Min & Zhang, Dongxin & Zhang, Yin & Yeager, Kristin & Fields, Taylor N., 2023. "An exploratory study of Twitter metrics for measuring user influence," Journal of Informetrics, Elsevier, vol. 17(4).

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