Decoding Fan Engagement: An Eye-Tracking Analysis of Attention Allocation on Sport Teams’ Facebook Pages

This study investigated how sport consumers allocate their attention on professional sport teams’ Facebook pages, with a focus on visual attention patterns, the impact of content type and topic, the role of fan identification, and differences in media behaviors between desktop computer and smartphone users. After creating a semifictitious sport team Facebook page as a stimulus, this study utilized eye-tracking technology to provide ecologically valid insights into how consumers engage with content displayed on the social media platform. A total of 85 participants took part in the study, which was conducted in a university laboratory located on the East Coast of the United States. The findings reveal that visually prominent content, particularly athlete-focused posts, captures the most attention. Interestingly, participants with higher fan identification exhibited selective, goal-driven viewing behavior, characterized by quick information searching. Additionally, significant differences in media-consumption patterns were observed between desktop computer and smartphone users, with computer users displaying more exploratory viewing patterns and mobile users engaging in more linear and sequential content consumption. These insights offer practical implications for sport marketers seeking to optimize digital-engagement strategies across different platforms, ultimately enhancing fan engagement and strengthening fan–team relationships in the digital age.