Examining the relationship between instamom attitudes and peripartum depression predictors in new mothers

Social media is a powerful communication tool that affects individuals' lifestyles, relationships, and psychological states. New mothers, in particular, follow influencer mothers (Instamoms) on platforms such as Instagram in order to increase their parenting knowledge and experiences. However, these digital representations of motherhood can trigger peripartum depression symptoms in some women, due to social comparison and feelings of inadequacy, starting from pregnancy. The aim of this study is to examine the relationship between attitudes towards Instamoms and peripartum depression predictors in new mothers. This descriptive, cross-sectional, and correlational study was conducted with 318 new mothers who were followed in a training and research hospital between December 2024 and April 2025. Data were collected through face-to-face interviews using the "Personal Information Form", "Attitude Towards Instamoms Scale", and "Peripartum Depression Predictors Scale". The data obtained in the study were analyzed with SPSS 25.0 and DataBeeg 1.0 programs. The mean age of the new mothers participating in the study was 25.75 ± 3.86, and 42.2% were in the second trimester. The mean score of the new mothers' Instamom attitudes was 75.61 ± 14.02; 43.59 ± 12.80 for the "Liking and Modeling Instamoms" sub-dimension, and 32.01 ± 6.54 for the "Perception about Necessity and Sincerity of Instamoms" sub-dimension. The mean score of the peripartum depression predictors was 8.74 ± 5.80. Differences were seen in the Instamom attitude sub-dimensions according to the level of education, and the attitude scores of high school graduate mothers were found to be higher than those with a bachelor's degree or higher. The risk of peripartum depression was found to be higher in those with lower levels of education and income, in rural areas, and in those living with extended families. It was observed that there was a statistically significant and positive relationship between attitudes towards Instamoms and peripartum depression predictors (r = 0.114, p <0 .05). Attitudes towards Instamoms have a 1.3% effect on the risk of peripartum depression. A significant and positive relationship was found between the "Liking and Modeling" sub-dimension and peripartum depression predictors (r = 0.142; p < 0.05). This relationship has a 2.1% effect on the risk of peripartum depression. On the other hand, no significant relationship was found between the "Perception about Necessity and Sincerity" sub-dimension and peripartum depression predictors (p > 0.05). As a result, it was revealed that the attitudes of new mothers towards Instamoms and especially the "Liking and Modeling" sub-dimension scores were related to the risk of peripartum depression. Digital motherhood representations may increase the risk of depression that may occur during pregnancy and the acquisition of a new motherhood identity, as well as before and after birth. In this context, it is recommended that health professionals integrate the issues of providing access to appropriate information, recognizing support systems, maintaining a healthy relationship with the spouse, and reducing existing anxiety and stress into psychosocial care practices by considering the digital media influences of mothers during the pre- and post-natal period.