Iranian Journal of Nursing and Midwifery Research1735-906631220260517269275ENMaster’s Student of Counseling in Midwifery, Nursing and Midwifery School, Hamadan University of Medical Sciences, Hamadan, Iran1.Mother and Child Care Research Center, Institute of Health Sciences and Technology, Hamadan University of Medical Sciences, Hamadan, Iran, 2. Department of Midwifery and Reproductive Health, School of Nursing and Midwifery, Hamadan University of Medical Sciences, Hamadan, Iran,1. Mother and Child Care Research Center, Institute of Health Sciences and Technology, Hamadan University of Medical Sciences, Hamadan, Iran, 2. Department of Mother and Child Health, School of Nursing and Midwifery, Hamadan University of Medical Sciences, Hamadan, Iran1. Mother and Child Care Research Center, Institute of Health Sciences and Technology, Hamadan University of Medical Sciences, Hamadan, Iran, 2. Department of Midwifery and Reproductive Health, School of Nursing and Midwifery, Hamadan University of Medical Sciences, Hamadan, Iran,2026051620260516<p><strong>Background: </strong>Maternal self‑efficacy plays a pivotal role in achieving exclusive breastfeeding (EBF). This study aimed to evaluate the impact of virtual breastfeeding counseling based on Rapport building, Exploration, Decision‑making, and Implementation (REDI) approach on breastfeeding self‑efficacy (BSE) and EBF rates among breastfeeding women. <strong>Materials and Methods: </strong>This randomized clinical trial was conducted in comprehensive health centers in Hamadan City, Iran, from 2023 to 2024. Using the block randomization method, 70 eligible participants were randomly assigned to either the intervention or control groups. Data were collected using a demographic and reproductive characteristics checklist, the Breastfeeding Self Efficacy Scale (BSES), and a breastfeeding status follow‑up checklist. The intervention consisted of one face‑to‑face breastfeeding counseling session followed by ten virtual sessions guided by the REDI model consultation framework. Data were analyzed using Stata software, with statistical significance set at <em>P </em>&lt; 0.05. <strong>Results: </strong>There were no significant differences in demographic and reproductive characteristics between the study groups, and mean (SD) BSES scores before the intervention (<em>P </em>&gt; 0.05). However, after the intervention, the mean (SD) BSES scores in the intervention group were significantly higher than that in the control group (t = 2.40; <em>P </em>= 0.01). Moreover, the 6‑month EBF maintenance was significantly higher in the intervention group than the control group (61.30% vs. 33.30%; <em>P </em>= 0.029). <strong>Conclusion: </strong>The results of this study suggest that virtual counseling intervention is effective in improving breastfeeding outcomes. Specifically, these interventions appear to enhance BSE and increase EBF rates during the critical first 6 months postpartum.</p><p> </p>http://ijnmr.mui.ac.ir/index.php/ijnmr/article/view/2369http://ijnmr.mui.ac.ir/index.php/ijnmr/article/download/2369/70707958