Is it reciprocating or self-serving?: Understanding coping strategies for postpartum depression in an online community for Korean mothers.

The proliferation of online health communities creates opportunities to exchange social support. Given the growing need to investigate the extent to which social support helps mothers with postpartum depression (PPD) and psychological distress, we conducted a content analysis of 3,073 posts from a PPD-related message board in a prominent online community for Korean mothers. We found that community members tended to provide rather than seek support, indicating potential reciprocity in the community. We also found that emotion-focused coping strategies were much more prevalent than problem-focused coping strategies. Thus, the message board had an ambiguous identity, potentially undermining its actual purpose.