What do users see when health information with different levels of sensitivity is presented on Facebook?: Preliminary findings with eye tracking techniques

Abstract

Social networking sites are popularly used for health information dissemination. However, little research has been carried out on how users view the disseminated health information. This study using eye tracking techniques investigates how users view presented information differently when health information with various levels of topic sensitivity is presented as topic sensitivity is one of important factors that impacts user's health information behavior on social media. The findings indicate that the content of posts are viewed the most frequently, followed by source information and post information. User engagement elements are viewed depending on the quality of the conversations in the comments. This study utilizes eye tracking techniques and provides further insights into how users view information and various elements differently on Facebook.