Division of Health Behavior & Health Promotion, Ohio State University College of Public Health, Columbus, Ohio, USA.
Center for Injury Research and Policy, Nationwide Children's Hospital, Columbus, Ohio, USA.
J Health Commun. 2020 Nov 1;25(11):879-884. doi: 10.1080/10810730.2020.1853282. Epub 2020 Dec 28.
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; < .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 ( < .001). Matched text and visuals on social media posts attracted significantly higher visual attention and improved safety knowledge.
健康组织可以在社交媒体中使用支持观察学习的视觉元素。社会认知理论中的观察学习结构说明了社交媒体信息如何告知与健康相关的行为改变。在一项被试内设计中，向 150 名家长展示真实的社交媒体帖子，这些帖子中的安全建议文本和图像是匹配的（n=3）或不匹配的（n=3）。安全主题与 7 岁及以下的儿童有关：婴儿睡眠、中毒预防和骑自行车安全。眼动追踪软件以毫秒为单位记录了对视觉图像的视觉注意力，实验后的调查记录了对安全建议的正确回答。分析考察了文本和图像之间的匹配与视觉注意力之间的关系。与不匹配的图像帖子相比，参与者在匹配的图像帖子上花费的时间更多（5.3 秒比 3.3 秒；<0.001）。在考虑了社交媒体使用频率和健康素养后，在匹配的帖子上每观看一秒钟与正确回答安全信息知识得分增加 2.8%相关（<0.001）。社交媒体帖子上匹配的文本和视觉元素吸引了更高的视觉注意力，并提高了安全知识。
