An economist professor from the University of Warwick found that when we have larger online social networks, we rely on other people to pass on information about opportunities to give while there is more giving in smaller, closer-knit groups of individuals who share common interests.
In her study, Kimberley Scharf developed an economic model of giving where people share overlapping social neighbours.
"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," Scharf said in a statement.
"Information transmission about giving opportunities is undermined by 'free riding' incentives