“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance

Paper presented at the 103rd Annual Association for Education in Journalism and Mass Communication (AEJMC) Conference, San Francisco, CA.

Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. While there is still some debate as to the overall effectiveness of social media political advertising there is compelling evidence to show that a number of social media users seek to avoid content that is political in nature. The present study sought to shed light on the understanding of how consumers actually view or avoid political advertising on social media by using eye-tracking equipment to map users eye scanpaths as they viewed a constructed social media news feed. It was found that users with high levels of political interest fundamentally view political advertising differently with different scanpaths than those who have low political interest levels.


Bartosz Wojdynski  Matthew Binford 

Related Research

I laugh at your pain: Effects of violation of social norms and affect on evaluation of ads that are both humorous and violent

Alexandra Frank (Ph.D. student), Glenna Read, Geoff L.Duncan (PhD student), Weinberger, M. G., & Gulas, C. S. (to be presented 2023). “I laugh at your pain: Effects of violation of […]

Glenna ReadJeffrey Duncan
read more
Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms

Eline Brussee, Eva Van Reijmersdal, Nathaniel Evans, and Bart Wojdynski (forthcoming), “Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms,” Journal of Interactive Advertising Abstract: This study aims […]

Nathaniel J. EvansBartosz Wojdynski
read more