A new research has revealed that those who have a large network of friends on social media networks like facebook may not wish to share information about charitable causes.
Economist Professor Kimberley Scharf, from the Centre for Competitive Advantage in the Global Economy (CAGE) at the University of Warwick, believes that when people have more number of friends on their network, they are less likely to spread information about charitable causes. Most often, if the friends group is large, the information may get lost in the crowd.
"Information transmission about giving opportunities is undermined by 'free riding' incentives - I count on other neighbors to convey information and so save on the effort of doing it myself," she added.
Sharing of information is much more amongst smaller closer-knit groups of individuals who have common interests.