A influência das mídias sociais nas decisões maternas sobre amamentação exclusiva: revisão integrativa da literatura

Abstract

The aim of this study was to analyze the influence of social media and digital influencers on maternal decisions regarding exclusive breastfeeding and the use of infant formula. Recent articles addressing breastfeeding promotion, violation of the Brazilian Code of Marketing of Breast-milk Substitutes (NBCAL), the role of digital influencers, maternal perception of support and trust, and educational technologies applied to the postpartum period were selected and analyzed. This study is characterized as an integrative literature review, a method that allows for the search, critical evaluation, and synthesis of available evidence on the investigated topic, with its final product being the current state of knowledge on the subject. This approach makes it possible to identify gaps, trends, and support health decisions, ensuring objectivity and rigor in the analysis. The review was conducted following systematic steps, including defining the research question, establishing inclusion and exclusion criteria, searching databases, selecting studies, critically analyzing articles, and presenting the results. The results show that social networks act in an ambivalent way: while institutional and health professional profiles encourage exclusive breastfeeding, digital influencers and commercial content can reinforce the use of formula and outdated practices. Virtual groups function as spaces for emotional support and strengthening maternal self-confidence, although the diversity of information can generate insecurity and difficulty in distinguishing scientific evidence from personal opinions. The use of digital educational technologies has demonstrated a positive effect on adherence to exclusive breastfeeding, especially in contexts of restricted social mobility, such as during the Covid-19 pandemic. It is concluded that digital content has a direct impact on maternal decisions, potentially strengthening or compromising adherence to exclusive breastfeeding, depending on the quality, reliability, and support offered. The study reinforces the need for integrated strategies that combine professional action, influencer training, and digital educational campaigns, contributing to more effective health policies and practices.