Bartosz Wojdynski, Camila Espina (Grady Ph.D student), Kate Keib (Grady Ph.D. student), Jen Malson (Grady Ph.D student), Hyejin Bang (Grady Ph.D. student) and Yen-I Lee (Grady Ph.D. student). (2017, May). Where readers look, and what they miss: Visual attention to online news. Accepted for presentation at the 67th annual International Communication Association (ICA) conference, San Diego, CA.
Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. The results show that several widely-held conventions about how online readers view online content do not apply to the reading of online news articles. In particular, the assumption that users’ visual gaze will proceed through the page in an F-shaped pattern needs to be qualified by the addition of the viewers’ entry point. Regardless of story content or minor variations in page design, a majority of viewers who access online stories never glance at information positioned above the start of the article text or main image (whichever is located closer to the top of the page). Implications for communication theory and online news practitioners are discussed.
Effects of Social Media Comments on Attitude toward Vaccines: The Roles of Perceived Public Consensus and Perceived Vaccine Efficacy.
Abstract: Recognizing that social media has become an important place for individuals to acquire vaccine-related information, this study investigated if and how user-generated comments on social media platforms influence individuals’ perception of public consensus regarding and attitude toward vaccines. In addition, perceived vaccine efficacy was considered as a factor moderating the relationship between exposure to […]
Jeong-Yeob HanHanyoung KimYoungji Seo
Paper to be presented to Health Communication Division of the International Communication Association Annual Conference, Washington, D.C.read more
Cutting through the clusters: Applying a social networks approach to explaining brand-related social media content flow
Abstract: In the current highly fragmented (social) media landscape, brands must increasingly rely on their own consumers to reach out to new potential consumers. Taking a social networks approach, the current study examines patterns of consumer engagement with brands on social media, identifying the major clusters as well as key users and messages that are […]
Presented at the Interactive Marketing Research Conference. Amsterdam, The Netherlands, March 23-24.read more