Conclusion
This study determines that social media-based education is an innovative and promising approach in increasing PNC knowledge in the sample of pregnant women visiting DH for ANC check-up. The PNC knowledge score showed positive significant effect with the social media-based education. These findings provide important evidence regarding the potential to include social media-based education to disseminate information on any maternal care issues like PNC in a low resource setting like Nepal with ubiquitous smartphone users, where increase in PNC knowledge may have substantial effect in enhancing maternal and neonatal health. The findings of the study suggest the need of further research with longer follow-up duration to determine the effect of increased PNC knowledge score in PNC service utilization. Once the effect of social media-based PNC education on PNC service utilization is determined, it is possible to design tailored, culturally appropriate, targeted social media-based educational intervention to increase PNC service utilization and hopefully contribute towards achieving the targets of Sustainable Development Goals in maternal health. We expect that this study will serve as a basis for evidence-based policy and program development and implementation with regards to inclusion of social media in maternal and neonatal health.