Designing a self-service technology to increase self-efficacy and maintain breastfeeding

Russell-Bennett, Rebekah (2012) Designing a self-service technology to increase self-efficacy and maintain breastfeeding. In Kubacki, Krzysztof & Rundle-Thiele, Sharyn (Eds.) Conference Proceedings, Delve Deeper, Department of Marketing, Griffith Business School, Brisbane, QLD, pp. 204-205.

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Despite the significant health benefits attributed to breastfeeding, rates in countries, such as Australia, continue to remain static or to decline. Typically, the tangible support offered for women to support breastfeeding behaviours takes the form of face-to-face advice from health professionals, peer counselling via not-for-profit organizations such as the ABA, and provision of information through websites, pamphlets, and books. Prior research indicates that face-to-face support is more effective than telephone contact (Britton, McCormic, Renfrew, Wade, & King, 2009). Given the increasing costs associated with the provision of personalized face-to-face professional support and the need for some women to maximize privacy, discretion, and judgment-free consultations, there is a gap that could be filled by the use of m-technologies such as text messaging and other social media. The research team developed MumBubConnect; a two-way SMS system which combined the personalized aspects of face-to-face contact but maintained levels of privacy. The use of SMS was immediate, portable, and overcame many of the barriers associated with embarrassment. An Page 205 of 312 online survey of 130 breastfeeding mothers indicated that MumBubConnect facilitated the seeking of social support using m-technology, increased self-efficacy and maintained the desire behaviour.

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ID Code: 53581
Item Type: Conference Paper
Refereed: No
ISBN: 9781921760686
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 13 Sep 2012 23:12
Last Modified: 17 Sep 2012 01:20

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