Investigation on reading behaviors and cognitive outcomes of Facebook health information
ISSN: 1468-4527
Article publication date: 23 March 2021
Issue publication date: 14 October 2021
Abstract
Purpose
This 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/approach
This 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.
Findings
The 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/value
The 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 review
The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0177
Keywords
Acknowledgements
Funding: This project was supported by 2018 Lindberg Research Fellowship Grant, Medical Library Association.
Citation
Syn, S.Y. and Yoon, J. (2021), "Investigation on reading behaviors and cognitive outcomes of Facebook health information", Online Information Review, Vol. 45 No. 6, pp. 1097-1115. https://doi.org/10.1108/OIR-05-2020-0177
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited