Gaze movement analysis examined how people view and interact with health information on Facebook pages

Abstract Background Gaze movement analysis is a human–computer interaction analysis method to assess time and viewing patterns of screen pages. Aims/Objectives This study examines Facebook users' health information viewing patterns and identifies social media interface factors that affect users' health information behaviour on Facebook. The findings of this study should help researchers and health information providers understand how Facebook is used, and how users might be appraising information viewed. Methods This study investigated gaze movement data collected from 48 participants while participants were viewing Facebook pages that presented health‐related posts. Each session was designed to represent four health information sources and four health topics. Each session included an exit interview for a better interpretation of data. Results Participants spent the most time viewing the content of the posts, particularly post images. Findings revealed that users' viewing patterns differed when different health topics were presented, but not according to the type of information provider. However, the study showed that users check the Facebook page's banner to verify the health information provider's identity. Conclusion This study indicates what health information consumers look for on Facebook when finding, appraising, and reacting to, or sharing health‐related content.