Key finding: visual attention to images—not text—is significantly associated with higher-threshold political behaviour (including actual choices).
Issue involvement predicts likes/shares, while task involvement is more relevant for behavioural outcomes.
doi.org/10.1386/jvpc...
doi.org
Visual attention to mobilizing political social media posts: An eye-tracking study | Intellect
This study employs an eye-tracking experiment with Instagram posts to explore how (political) actors can capture users’ attention with mobilizing messages and encourage political participation. Ground...