The emerging influence of social networking sites on parents' child-feeding practices: A mixed-method study in Thailand

Abstract

Social Networking Sites (SNSs) are modern communication tools that add complexity for parents in their search for health information. As Thai millennials who are digital natives are now of childbearing age, this group could be considered the first group of parents to use SNSs for child feeding advice. What and how they feed their young children has thus far been shaped by government guidance, family, and friends. The impact of the growing influence of SNSs on parents is not yet well understood. However, young children's diets are of particular concern as many Thai children have experienced malnutrition in the past due to inappropriate feeding practices. So, how exactly does these emerging SNSs influence Thai parents' child feeding? To answer this question, I used a mixed-method study to investigate the influence of SNSs in the parental feeding sphere. The purpose of the study was to identify factors and associations contributing to parental use of SNSs for child feeding advice and to understand what information is provided on these sites, why parents used them and what influence these sites had on child feeding. First, I conducted a survey of 379 parents, followed by an exploration of the online content on 5 popular sites focused on the topic. Finally, I gain insight into the parental perspectives of SNSs as a source for child feeding advices through in-depth interviews. Results showed that SNSs have an impact on child feeding practices in several ways. The survey findings revealed that millennial, first-time mothers with lower personal capital were more likely to be heavily engaged with SNSs than other parents. These highly engaged SNSs parents provided their children with more fresh fruits and vegetables and also with more processed meats. Content analysis revealed that online groups strongly supported the use of homemade baby foods, by sharing recipes and advice. However, while fresh fruits and vegetables were used in shared recipes for children at around six months old or older, parents also relaxed their constraints on added salt and sugar for older children's meals and in feeding processed meats. Nevertheless, the introduction of other animal-sourced foods was often delayed until children were over eight months old due mainly to food allergy concerns. These concerns could explain why more than half of Thai children aged 6-8 months still have challenges meeting dietary diversity advice. The interviews suggest that modern parents prefer to seek support from SNSs rather than one-size-fit-all government guidelines. Also, relying on an older generation's entrenched cultural practices felt old-fashioned to them. The emerging online platforms have stimulated parents' to seek information that they view as modern and practical. Online sites have reduced parental uncertainty around what and how to feed children by normalizing the process through sharing experiences with others. These platforms provide the opportunity to build social capital (social norms and support) as a potential resource to construct both (in)appropriate child feeding practices. This thesis argues that child feeding practices are socially shaped and are changing in response to new societal influences. SNSs' interactions influence child feeding by building shared normative practices. It seems that the interventions grounded in group processes online may help new parents gain self-efficacy in child feeding, and strengthen and broaden appropriate beliefs and behaviours. However, the challenges of using these interactive social strategies are that it is also susceptible to rampant misinformation. While it would be impossible to solely rely on content monitoring by health professionals, creating a trusted network of experts and mothers could help initiate and ensure that the desired child feeding practices are embedded into collective values and normative practices of the online groups. Show more