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Social media has become such a force that it has become rare to speak with someone without a Facebook, X or even a LinkedIn presence. Scrolling through a timeline on any social media platform will bring up a slew of content. Often leading individuals to form opinions about others based on something they have shared, liked, or reposted. This dynamic raises an important question: Can posting about good deeds online improve how others perceive you?

The answer, according to Jiayuan (Jay) Zhang, who earned his Ph.D. in 2021 from URI and is currently working at the University of Wisconsin Whitewater as an assistant professor, is yes. Alongside URI College of Business faculty members Professors Koray Özpolat, Dara Schniederjans, and former URI faculty member Gulver Karamemis, Zhang explored how sharing altruistic actions online influences social capital— the trust, credibility, and connections people build within their digital networks.

"We're talking about posts on topics such as making a donation to charity or volunteering your time to help others," said Zhang. "In our research, prosocial behavior refers to any action that benefits others at some cost to oneself, all within the broader scope of societal sustainability."

Their study, "To Disclose or Not: The Impact of Prosocial Behavior Disclosure on the Attainment of Social Capital on Social Networking Sites," was recently in Decision Support Systems.

The findings reveal that posting about good deeds online can significantly strengthen a person's digital reputation. Sharing prosocial behavior not only makes someone appear more trustworthy but also encourages others to connect with them.

"Contrary to the ancient wisdom of keeping good deeds private, we found that in the social media era it actually helps to share them publicly," said Özpolat.

To test the impact, Zhang created a mock Facebook page and analyzed how users responded to different types of content. The results showed a clear boost in social capital when altruistic actions were posted, with participants more likely to engage, follow, or trust the person sharing. Interviews with more than 125 people confirmed the effect, with most respondents rating posts about good deeds as a positive influence.

The researchers also discovered that the impact grows when others amplify the message. "When a person's good deed is shared on someone else's social media account, it further increases the social capital of the person who did the good deed," Zhang explained. "That can translate into more followers, more trust, and stronger connections."

Beyond individuals, these insights offer opportunities for businesses and nonprofits. Charities may attract more donors, while companies can enhance their image and engagement by showcasing employees' community service.

"It helps organizations highlight their corporate social responsibility and show that employees are truly committed to making a difference. We are proud of the work of our Supply Chain Management doctoral alumnus, Dr. Zhang, whose research is supporting the idea of business for a better world," said Özpolat.

At a time when social media often faces criticism for fueling negativity, this research points to another possibility: digital platforms as a tool for spreading trust, credibility, and social good.