TY  - JOUR
PY  - 2020//
TI  - When social media images and messages don't match: attention to text versus imagery  to effectively convey safety information on social media
JO  - Journal of health communication
A1  - Klein, Elizabeth G.
A1  - Roberts, Kristin
A1  - Manganello, Jennifer
A1  - McAdams, Rebecca
A1  - McKenzie, Lara
SP  - ePub
EP  - ePub
VL  - ePub
IS  - ePub
N2  - 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>
LA  - en
SN  - 1081-0730
UR  - http://dx.doi.org/10.1080/10810730.2020.1853282
ID  - ref1
ER  -