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Employing a combination of eye tracking, survey, and interview methods, our study (N\u2009=\u200942) investigates the non-click\u2014instances where people intentionally and thoughtfully do not click on content they spend time viewing. Counterintuitively, we find no difference in viewing duration to clicked versus non-clicked Facebook content. We find that use motivations and Facebook feed content are significant predictors of click behavior but measures of overall use, such as network size or minutes of use per day, are not. Our interview data reveal three audience-related concerns that contribute to deliberate non-clicking and illustrate how non-clicked content contributes to social connectedness when imported into other channels. We discuss implications for researchers, users, and designers.<\/jats:p>","DOI":"10.1093\/jcmc\/zmaa013","type":"journal-article","created":{"date-parts":[[2020,9,17]],"date-time":"2020-09-17T19:24:53Z","timestamp":1600370693000},"page":"402-426","source":"Crossref","is-referenced-by-count":90,"title":["Why We Don\u2019t Click: Interrogating the Relationship Between Viewing and Clicking in Social Media Contexts by Exploring the \u201cNon-Click\u201d"],"prefix":"10.1093","volume":"25","author":[{"given":"Nicole B","family":"Ellison","sequence":"first","affiliation":[{"name":"School of Information, University of Michigan, Ann Arbor, MI 48109-1285, USA"}]},{"given":"Penny","family":"Tri\u1ec7u","sequence":"additional","affiliation":[{"name":"School of Information, University of Michigan, Ann Arbor, MI 48109-1285, USA"}]},{"given":"Sarita","family":"Schoenebeck","sequence":"additional","affiliation":[{"name":"School of Information, University of Michigan, Ann Arbor, MI 48109-1285, USA"}]},{"given":"Robin","family":"Brewer","sequence":"additional","affiliation":[{"name":"School of Information, University of Michigan, Ann Arbor, MI 48109-1285, USA"}]},{"given":"Aarti","family":"Israni","sequence":"additional","affiliation":[{"name":"School of Information, University of Michigan, Ann Arbor, MI 48109-1285, USA"}]}],"member":"286","published-online":{"date-parts":[[2020,10,17]]},"reference":[{"key":"2020120612231719700_zmaa013-B1","first-page":"127","author":"Antin","year":"2010"},{"key":"2020120612231719700_zmaa013-B2","article-title":"Social media elements, ecologies, and effects","volume":"71, 471\u201397","author":"Bayer","year":"2020","journal-title":"Annual Review of Psychology"},{"issue":"2","key":"2020120612231719700_zmaa013-B3","doi-asserted-by":"crossref","first-page":"2056305120919105","DOI":"10.1177\/2056305120919105","article-title":"Mindfully scrolling: Rethinking Facebook after time deactivated","volume":"6","author":"Baym","year":"2020","journal-title":"Social Media + Society"},{"issue":"9","key":"2020120612231719700_zmaa013-B4","doi-asserted-by":"crossref","first-page":"662","DOI":"10.1080\/1369118X.2012.678878","article-title":"Critical questions for big data","volume":"15","author":"Boyd","year":"2012","journal-title":"Information, Communication & Society"},{"key":"2020120612231719700_zmaa013-B5","first-page":"1","author":"Burke","year":"2020"},{"issue":"4","key":"2020120612231719700_zmaa013-B6","doi-asserted-by":"crossref","first-page":"265","DOI":"10.1111\/jcc4.12162","article-title":"The relationship between Facebook use and well-being depends on communication type and tie strength","volume":"21","author":"Burke","year":"2016","journal-title":"Journal of Computer-Mediated Communication"},{"key":"2020120612231719700_zmaa013-B7","doi-asserted-by":"crossref","first-page":"385","DOI":"10.1016\/j.chb.2016.03.087","article-title":"[Like] as social support: Relational closeness, automaticity, and interpreting social support from paralinguistic digital affordances in social media","volume":"62","author":"Carr","year":"2016","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"2020120612231719700_zmaa013-B8","doi-asserted-by":"crossref","DOI":"10.1177\/2056305118759290","article-title":"\u201cTo respond or not to respond, that is the question\u201d: The decision-making process of providing social support to distressed posters on Facebook","volume":"4","author":"Chang","year":"2018","journal-title":"Social Media + Society"},{"key":"2020120612231719700_zmaa013-B9","doi-asserted-by":"crossref","first-page":"209","DOI":"10.1016\/j.paid.2014.12.056","article-title":"When social media isn\u2019t social: Friends\u2019 responsiveness to narcissists on Facebook","volume":"77","author":"Choi","year":"2015","journal-title":"Personality and Individual Differences"},{"issue":"2","key":"2020120612231719700_zmaa013-B10","doi-asserted-by":"crossref","first-page":"117","DOI":"10.1089\/cyber.2011.0324","article-title":"\u201cThey are happier and having better lives than I am\u201d: The impact of using Facebook on perceptions of others\u2019 lives","volume":"15","author":"Chou","year":"2012","journal-title":"Cyberpsychology, Behavior, and Social Networking"},{"key":"2020120612231719700_zmaa013-B11","author":"Counts","year":"2011"},{"issue":"4","key":"2020120612231719700_zmaa013-B12","doi-asserted-by":"crossref","first-page":"525","DOI":"10.1080\/10304310903003270","article-title":"Following you: Disciplines of listening in social media","volume":"23","author":"Crawford","year":"2009","journal-title":"Continuum"},{"key":"2020120612231719700_zmaa013-B13","author":"Das","year":"2013"},{"issue":"5","key":"2020120612231719700_zmaa013-B14","doi-asserted-by":"crossref","first-page":"579","DOI":"10.1177\/1948550612469233","article-title":"Does posting Facebook status updates increase or decrease loneliness? 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