A recent study has revealed, the more friends you have on social networking Site Facebook, the less likely you are to share and provide information about charitable causes and events. Kimberly Scharf Professor of Economics at University of Warwick has revealed through her study that when people have large number of friends on social networks they rely on other people to share or pass on information in regard with opportunities for giving or contributing.
Scharf’s economic model study brings to light the fact that close knit communities in small groups are efficient and pass on information about opportunities for giving or contributing faster. Scharf said “Information transmission about giving opportunities is undermined by ‘free riding’ incentives, I count on other neighbors to convey information and so save on effort of doing it myself”
She further added, "For example, with Facebook I have friends and my friends have friends. I wanted to see if the number of social connections individuals have affects the way that information about quality of charity provision is diffused, and if it does, what the implications are for total giving”.