SOCIAL MEDIA INFLUENCERS AND MATERNAL IMPACT ON MALNUTRITION: INSIGHTS FROM A BREASTFEEDING MOMS FACEBOOK COMMUNITY

Abstract

ABSTRACT SOCIAL MEDIA INFLUENCERS AND MATERNAL IMPACT ON MALNUTRITION: INSIGHTS FROM A BREASTFEEDING MOMS FACEBOOK COMMUNITY This study surveyed 472 members of the Breastfeeding Moms PH Facebook group to comprehensively explore the utilization of social media for malnutrition prevention information, with a focus on maternal education through information gathered from social media influencers. It aimed to understand factors influencing engagement, assess the impact of social media on knowledge and behavior related to malnutrition prevention, analyze trust in social media content, and identify challenges and opportunities for effective malnutrition communication. Drawing on Social Presence Theory (Short, Williams, and Christie, 1976), the study investigated correlations between breastfeeding mothers and social media influencers in mitigating malnutrition. It revealed that most respondents, primarily aged 26-30 and married, prefer Facebook and TikTok as their main social media platforms for gathering malnutrition prevention information. Popular influencers like Mommy Diaries and Kryz Uy play a significant role in this, with short videos from them and other influencers being the favored content format due to its alignment with the demographic's fast-paced lifestyle. The respondents’ interest mostly center on nutritious recipes and specific nutrient importance when gathering information online, despite recognizing social media's limitations and the prevalence of fake news. In addition, trust in malnutrition Social Media Influencers and Maternal Impact on Malnutrition… xiv prevention information hinges on scientific research and reputable sources, while challenges include information overload and source credibility issues.