@article{ref1,
title="When social media images and messages don't match: attention to text versus imagery  to effectively convey safety information on social media",
journal="Journal of health communication",
year="2020",
author="Klein, Elizabeth G. and Roberts, Kristin and Manganello, Jennifer and McAdams, Rebecca and McKenzie, Lara",
volume="ePub",
number="ePub",
pages="ePub-ePub",
abstract="Health organizations can use visuals that support observational learning in social  media. The social cognitive theory construct of observational learning illustrates  how social media messages can inform health-related behavior change. In a  within-subjects design, parents (n = 150) were exposed to real-world social media  posts where safety recommendation text and imagery was matched (n = 3) or unmatched  (n = 3). Safety topics were relevant to children age seven and younger: infant  sleep, poisoning prevention, and bicycling safety. Eye tracking software captured  visual attention (in milliseconds) on visual imagery and a post-experiment survey  recorded correct answers to safety recommendations. Analyses examined the  relationship between the match between text and imagery and visual attention. Participants spent more time on the matched image posts compared to mismatched image  posts (5.3 versus 3.3 seconds; p < .001). After accounting for frequency of social  media use and health literacy, each second of viewing time on the matched posts was  associated with a 2.8% increase in the correct response safety information knowledge  score (p < .001). Matched text and visuals on social media posts attracted  significantly higher visual attention and improved safety knowledge.<p /> <p>Language: en</p>",
language="en",
issn="1081-0730",
doi="10.1080/10810730.2020.1853282",
url="http://dx.doi.org/10.1080/10810730.2020.1853282"
}