Investigation on reading behaviors and cognitive outcomes of Facebook health information

PurposeThis study aims to understand how college students' personal and health-related characteristics are related to their reading behaviors and cognitive outcomes of Facebook health information through eye tracking data and cognitive outcomes.Design/methodology/approachThis study analyzed users' gaze movement data and results of recall and recognition tests to investigate users' reading patterns and their consequences with cognitive outcomes. The gaze movements are analyzed with eye tracking data including the average fixation count and time to first fixation.FindingsThe results of reading patterns show that Texts and Images are highly viewed and viewed immediately by participants when the posts were presented. There was no clear pattern with fixation counts to determine cognitive outcomes. However, the findings of study suggest that there is a clear pattern of reading Facebook posts with areas of interest (AOIs). Among five AOIs observed, participants viewed Images first and then Texts when a Facebook post is presented. On the other hand, they read Texts more carefully than Images. The findings of this study suggest that while images contribute to gaining users' attention, a clear and precise message needs to be delivered in text message to ensure readers' correct understanding and application of health information.Originality/valueThe user-centered evidence on reading behaviors and cognitive outcomes will make contributions to how health professionals and health organizations can make optimal use of Facebook for effective health information communication.Peer reviewThe peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0177

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