Digital motherhood: The impact of social media and health literacy on prenatal breastfeeding self-efficacy

Objective: The aim of this study is to examine the relationship between pregnant women's social media usage, health literacy levels, and prenatal breastfeeding self-efficacy; and to reveal how these variables influence information-seeking behaviors, shape health practices, and contribute to developing self-confidence toward breastfeeding during pregnancy. Materials and Methods: This descriptive and cross-sectional study was conducted between May 2025 and September 2025 with 222 pregnant women who applied to Ordu University Training and Research Hospital and met the inclusion criteria. Data were collected through face-to-face interviews using the Prenatal Breastfeeding Self-Efficacy Scale (Turkish validated and reliable version), the Health Literacy Scale–Short Form, the Social Media Usage Scale, a Sociodemographic Information Form, and a Pregnancy Process Information Form developed by the researchers. The obtained data were analyzed using the SPSS 25.0 statistical package program, and a significance level of p<0.05 was accepted. Results: In the study, a strong positive correlation was found between the Health Literacy Scale–Short Form (HLS-SF) and the Prenatal Breastfeeding Self-Efficacy Scale (PBSES) (rho = 0.496; p < 0.001). However, HLS-SF scores showed a significant negative correlation with the number of pregnancies (rho = –0.133; p = 0.048) and the number of living children (rho = –0.132; p = 0.049). The total score of the Social Media Usage Scale (SMUS) was found to be significantly and negatively associated with the number of pregnancies (rho = –0.183; p = 0.006), births (rho = –0.203; p = 0.003), and living children (rho = –0.214; p = 0.002). Moreover, participants with a university degree had significantly higher SMUS total scores compared to high school graduates (p = 0.003), and those whose spouses were university graduates also had significantly higher SMUS scores (p = 0.016). Conclusion: Considering that feeding preferences for infants are mostly shaped during pregnancy, it is essential to prioritize interventions aimed at strengthening mothers' breastfeeding self-efficacy during this period. In this context, enhancing pregnant women's health literacy levels and encouraging the conscious use of social media as a reliable source of health information may significantly contribute to the development of self-confidence in breastfeeding and the protection of maternal and infant health. Keywords: Pregnancy, Prenatal Breastfeeding Self-Efficacy, Health Literacy, Social Media Use, Family Medicine