Abstract
ABSTRACTSocial media platforms have become the primary conduits to news for many consumers, yet little is known about how the content in social media posts is viewed and evaluated by consumers or how it shapes their decisions about selecting and sharing this information. A within-subjects eye-tracking experiment (N = 60), was conducted to examine the influence of image presence and valence on attention to and engagement with news stories on social media. Participants viewed a series of 29 social media posts of news stories, each of which was either paired with no image, a positively valenced image, or a negatively valenced image. Participants attention to the images was captured via eye tracking, and they answered dependent measures to gauge level of emotion and arousal, and intention to click and share. The results show that posts containing positive images elicited a higher level of visual attention than those with negative or no images, which led to higher intentions to click and share posts with positive images. The results provide a deeper understanding of the importance of images in driving news consumption, and offer practical implications for journalists, news organizations and groups using social media to spread a message.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
