The way people share experiences online influences perceptions and relationships. Researchers have been exploring and explaining how individual actions or online behaviors affect perception, the level of trust, engagement, and consensus or norms in social networks. An example of these online behaviors is publicizing good deeds online.
Posting acts of kindness online enhances trust and strengthens social networks, according to a study published in May 2025 in Decision Support Systems. Researchers at the University of Wisconsin-Whitewater, headed by Jiayuan Zhang, collaborated with the University of Rhode Island to explore how sharing altruistic behavior affects social capital.
Social capital, including trust, credibility, and connections, increases when users display prosocial actions. Other examples are donations and volunteering. The study explained that making such behavior visible improves engagement, enhances reputation, and encourages others to interact, creating a more positive and connected online community.
Findings from mock Facebook experiments and interviews with over 125 participants consistently showed that sharing good deeds led to more followers, stronger relationships, and higher perceived trustworthiness. When others reposted these actions, the effects amplified the influence for both individuals and their networks. Take note of the following:
• Sharing Good Deeds Increases Trust
Posting acts of kindness online, such as donating, volunteering, or helping others, enhances social trust. Users who make their altruistic actions visible are perceived as more credible and trustworthy by their digital network.
• Improves Digital Social Connections
Publicizing prosocial behavior leads to stronger relationships and more followers on social media. The visibility of good deeds encourages engagement and fosters a sense of connectedness within digital communities.
• Amplification Through Peer Recognition
When others repost or engage on a post about a good deed, the effect multiplies. Peer acknowledgment reinforces prosocial behavior. This creates a ripple effect that encourages more acts of kindness across networks.
• Enhances Reputation and Social Capital
Individuals gain social recognition, credibility, and higher perceived trustworthiness. The study shows that prosocial acts contribute to personal reputation while simultaneously increasing the social capital of communities.
• Encourages Altruistic Behavior in Others
Visibility of good deeds motivates observers to act generously. Social proof and public acknowledgment of prosocial acts inspire reciprocal behavior, thus creating an environment where kindness is normalized and amplified.
The researchers noted that posting prosocial behavior also improves self-perception and makes individuals feel more socially valued and respected when their good deeds are recognized. The reinforcement of personal and public identities not only contributes to a culture of generosity but also enhances psychological satisfaction and altruistic motivation.
Organizations and nonprofits can use these insights to boost their social responsibility initiatives and enhance public image, increase engagement, or attract more donors or volunteers. Companies benefit from wider recognition, while communities experience increased trust and cohesion, demonstrating the mutual advantages of sharing stories of kindness.
FURTHER READING AND REFERENCE
- Zhang, J., Özpolat, K., Karamemis, G., and Schniederjans, D. 2025. To Disclose or Not? The Impact of Prosocial Behavior Disclosure On the Attainment of Social Capital on Social Networking Sites.” Decision Support Systems. 192: 114437. DOI: 1016/j.dss.2025.114437