Coping with information in social media: The effects of network structure and knowledge on perception of information value

The explosive growth of social media has intrigued many scholars to inquire into why people willingly share information with others. However, relatively little attention has been devoted to how people determine which information they share in the networked environment. In this study, a 2 (network density – dense vs. sparse) × 2 (knowledge – expert vs. novice) × 3 (information valence – negative vs. neutral vs. positive) online experiment was performed to examine how the three factors interact and cross over in shaping individuals’ perceptions of the value of information for themselves and for others in the network. Results show that individuals’ perceptions of information value are influenced not just by their level of knowledge, but also by how the network environment is structured. Implications for the findings are discussed.