Factors Associated With Social Media Addiction, Breastfeeding Self-Efficacy, and Infant Care Information-Seeking Among Breastfeeding Mothers.

OBJECTIVE: This study examined social media addiction levels among breastfeeding mothers, breastfeeding self-efficacy, and factors associated with infant care information-seeking behaviors. METHOD: This cross-sectional, correlational study was conducted between December 2024 and May 2025 in a province in Central Anatolia, Türkiye. The sample consisted of 323 breastfeeding mothers who used smartphones, had at least one active social media account, and had infants aged 3-6 months. RESULTS: Most mothers (93.5%) reported Instagram as their most frequently used platform, and 60.4% used social media primarily for entertainment and relaxation. Social media addiction scores varied significantly according to educational level, daily use duration, and usage purposes (p < .05). Infant care information resource use differed significantly by employment status, antenatal follow-up attendance, breastfeeding education, and use of specific digital platforms (p < .05). A negative correlation was observed between social media addiction and breastfeeding self-efficacy (r = -.214, p < .001), whereas positive correlations were found between breastfeeding self-efficacy and infant care information resource use (rs = .121, p < 05). No statistically significant association was found between social media addiction and information resource use (p > .05). In the multivariable regression analysis, higher social media addiction scores were independently associated with lower breastfeeding self-efficacy (β = -.20, p < .001). CONCLUSION: Social media use patterns are associated with breastfeeding self-efficacy and infant care information-seeking behaviors among postpartum mothers. These findings suggest that guiding mothers toward reliable, evidence-based digital resources may support breastfeeding counseling and postnatal education.