How do social media users process cancer prevention messages on Facebook? An eye-tracking study.

Objective: The quality of cancer-related information on social media (SM) is mixed, and exposure to inaccurate information may negatively affect knowledge, attitudes, and behaviors. This study examines SM users' attention to simulated Facebook posts related to cancer and identifies message features associated with increased attention.

Methods: SM users (N = 53) participated in a mixed methods experimental study using eye-tracking technology, whereby participants' dwell time on message components was measured.