Table 3. Content analysis of tweets by influencer category (n = 711 tweets).
| SC | IC | Companies | |
|---|---|---|---|
| Number of tweets (%) | 493 (81.2) | 95 (15.7) | 19 (3.13) |
| Identified themes, % | |||
| Commercial Use | 41.6 | 2.1 | 36.8 |
| Professional Communication & Invitations | 23.5 | 0.0 | 0.0 |
| Research Findings & evidence-based recommendations | 11.8 | 34.7 | 5.3 |
| Breastfeeding Advocacy | 6.3 | 16.8 | 21.1 |
| Policy Awareness | 5.9 | 0.0 | 0.0 |
| Non-evidence based Recommendations | 5.7 | 9.5 | 15.8 |
| Community Engagement | 3.0 | 27.4 | 0.0 |
| Personal Anecdotes | 2.2 | 0.0 | 21.1 |
| Other (beauty, veganism) | 0.0 | 9.5 | 0.0 |
SC, influencers from the scientific community. IC, influencers who are interested citizens.