Social Networking

A research agenda for encouraging prosocial behaviour on social media

Abstract

Many studies examine antisocial behaviours on social media—such as sharing misinformation or producing hate speech—but far fewer examine how platforms can incentivize more prosocial behaviour. We identify several ways in which social media platforms currently enable such behaviour, including (1) connecting new communities, (2) enabling collective problem-solving and (3) expanding the boundaries of philanthropy. However, we also discuss how some of the factors that enable prosocial behaviour can also empower malicious actors—as well as the challenge of creating prosocial behaviour that is sustainable and impactful offline. We then propose a research agenda to help scholars, policymakers and corporate leaders to identify the causal factors that shape prosocial behaviour on social media. This agenda focuses on (1) the size and shape of social networks, (2) platform affordances, (3) social norms and (4) how prosocial behaviour can be embedded within existing and future business models of social media.

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Fig. 1: Prevalence of research on positive and negative behaviours on social media.

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Acknowledgements

We thank S. Gonzalez-Bailon, A. Almaatouq, D. Garcia, M. DeChoudhury, T. Althoff, S. Mullainathan, C. Tan, I. Rahwanfor, A. Amatz, K. Knowlton, D. Adjodah and E. Sugarman for providing useful feedback in the early stages of the project and for supporting our search for academic articles focusing on prosocial outcomes facilitated by social media.

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Authors and Affiliations

  1. Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA, USA

    Timothy Dörr & Duncan Watts

  2. School of Arts and Sciences, University of Pennsylvania, Philadelphia, PA, USA

    Trisha Nagpal

  3. Wharton School, University of Pennsylvania, Philadelphia, PA, USA

    Duncan Watts

  4. School of Engineering and Applied Science, University of Pennsylvania, Philadelphia, PA, USA

    Duncan Watts

  5. Department of Sociology, Duke University, Durham, NC, USA

    Chris Bail

  6. Department of Computer Science, Duke University, Durham, NC, USA

    Chris Bail

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Timothy Dörr, Trisha Nagpal, Duncan Watts or Chris Bail.

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The authors declare the following competing interests: D.W.’s research group has received an unrestricted gift from Google. C.B.’s research group has received unrestricted gifts from Google, Facebook and Twitter. Each of these funders had no role in the decision to publish or preparation of the manuscript.

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Dörr, T., Nagpal, T., Watts, D. et al. A research agenda for encouraging prosocial behaviour on social media.
Nat Hum Behav (2025). https://doi.org/10.1038/s41562-025-02102-y

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