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Abstract
Background: People are increasingly using the Internet and social networking sites for behavior support. Almost no literature exists exploring the utility of these sites for supporting breastfeeding behavior. Purpose: The purpose of this study was to determine the extent to which blogs are currently being used to support breastfeeding behavior. Methods: Data for this study came from a sample of 32 active blogs, resulting in 354 posts and 881 comments for analysis. Evidence of intent to support behavior was determined by the presence of theoretical behavior support constructs from the Integrated Behavioral Model. Results: In posts, attitudes (28.5%), behavioral cues (23.8%), and consciousness-raising (25.3%) appeared frequently. Praise (43.3%), behavioral cues (37.4%), and attitudes (30.4%) were the most prominent constructs in comments. More behavior support appeared on industry-affiliated blogs than on private blogs. Posts that presented mostly information only were least effective at eliciting behavior support. Discussion: Blogs are being used to support breastfeeding behavior, and blogs with industry affiliation appear to offer more support. Translation to Health Education Practice: Health educators wishing to support breastfeeding may use blogs and may want to partner with industry. Such efforts might also focus on functional content knowledge aimed at supporting breastfeeding behavior.