Introduction: Infant feeding is a complex process shaped by numerous factors. In the digital age, social media has become one of the key sources of information and support for parents when making decisions about infant nutrition, while simultaneously representing a new channel for the marketing of commercial milk formula, which operates outside official regulations and negatively impacts breastfeeding practices. Purpose: The purpose of this thesis is to analyse how social media influences mother's decisions regarding infant feeding. The objectives are to identify the positive and negative effects of social media use on mother's decision-making, to assess the role of social media as an alternative source of information and support, and to define the role of healthcare professionals in informing parents about infant feeding methods. Methods: In this diploma work we used a descriptive research method with narrative literature review. The search was conducted in the PubMed, CINAHL, ScienceDirect and ProQuest databases. In the final analysis we included 12 scientific articles. Results: Online breastfeeding support communities proved to be an effective tool providing mothers with access to information and emotional support, while statistically significantly increasing breastfeeding self-efficacy and the duration of exclusive breastfeeding. At the same time, social media has become a channel for unregulated marketing of commercial milk formula, which negatively impacts breastfeeding practices. Mothers frequently turn to online sources because the healthcare system does not meet all of their informational needs. The role of healthcare professionals proved to be contradictory- despite being the most important source of information about infant feeding, they often recommend infant formula instead of providing adequate breastfeeding support and are subject to the marketing strategies of the infant formula industry. Discussion and conclusion: Media, particularly social networks, play a key role in shaping mother's decisions about infant feeding, with their influences being complex and often contradictory. Improving breastfeeding practices requires coordinated measures, including strengthened breastfeeding support from healthcare professionals, their active involvement in the digital environment as moderators of online support communities, and stricter regulation of commercial milk formula marketing through digital channels. The findings are relevant for healthcare professionals and policy makers in the field of breastfeeding promotion.
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