Health organizations can use visuals that support observational learning in social media. The social cognitive theory construct of observational learning illustrates how social media messages can inform health-related behavior change. In a within-subjects design, parents (n = 150) were exposed to real-world social media posts where safety recommendation text and imagery was matched (n = 3) or unmatched (n = 3). Safety topics were relevant to children age seven and younger: infant sleep, poisoning prevention, and bicycling safety. Eye tracking software captured visual attention (in milliseconds) on visual imagery and a post-experiment survey recorded correct answers to safety recommendations. Analyses examined the relationship between the match between text and imagery and visual attention. Participants spent more time on the matched image posts compared to mismatched image posts (5.3 versus 3.3 seconds; p < .001). After accounting for frequency of social media use and health literacy, each second of viewing time on the matched posts was associated with a 2.8% increase in the correct response safety information knowledge score (p < .001). Matched text and visuals on social media posts attracted significantly higher visual attention and improved safety knowledge.

卫生组织可以在社交媒体中使用支持观察学习的视觉效果。观察学习的社会认知理论构建说明了社交媒体信息如何通知与健康相关的行为变化。在受试者内设计中，父母 (n = 150) 接触到真实世界的社交媒体帖子，其中安全推荐文本和图像匹配 (n = 3) 或不匹配 (n = 3)。安全主题与 7 岁及以下儿童相关：婴儿睡眠、预防中毒和骑自行车安全。眼动追踪软件在视觉图像上捕获视觉注意力（以毫秒为单位），实验后调查记录了对安全建议的正确答案。分析检查了文本和图像之间的匹配与视觉注意之间的关系。p < .001）。考虑到社交媒体使用频率和健康素养后，匹配帖子上的每一秒查看时间与正确响应安全信息知识得分增加 2.8% ( p < .001) 相关。社交媒体帖子上的匹配文本和视觉效果显着吸引了更高的视觉注意力并提高了安全知识。