Iranian Journal of Information Processing and Management

Iranian Journal of Information Processing and Management

Analyzing the Herd Behavior of Social Network Users in Sharing and Using Information

Document Type : Original Article

Authors
Soheyla Delbari 1
Hassan Behzadi 2
Mohsen Nowkarizi 3
1 Department of Knowledge and information science, Ferdowsi University of Mashhad
2 PhD in Knowledge and Information Science; Associated Professor; Department of Knowledge and Information Science; Faculty of Educational Sciences and Psychology; Ferdowsi University of Mashhad; Mashhad
3 PhD in Knowledge and Information Science; Professor; Department of Knowledge and Information Science; Faculty of Educational Sciences and Psychology; Ferdowsi University of Mashhad; Mashhad
10.22034/jipm.2024.2022221.1536
Abstract
In many instances, individuals’ lack of knowledge about a particular subject leads them to be influenced by others resulting in the adoption or sharing of information. This behavior can be seen as a reflection of their herd behavior. Herd behavior can be represented in different societies such as online social networks. Hence, the main purpose of this research is to analyze the herd behavior of social network users regarding sharing and using information.
This survey research using a descriptive approach examined 38 students from various educational levels selected through purposive sampling. The data needed for this research to be answered to the questions about the research were gathered by semi-structured interviews. The validity of the instrument from the viewpoint of the specialist, and its stability were approved by Kapa Coefficient.
The results of the research showed that the factors affecting the herd behavior of users are: the aims for sharing and using the information, occupation, travel and tourism, personal memories, scientific information contact with others, news and social affairs, religion, nutrition, art, … . The methods of acquiring information for sharing within the same social network, content creation, and other social networks include individual skills such as critical literacy, media literacy, information literacy, and communication skills, as well as skills in information sharing such as a sense of competition, the desire for fame, gradually distributing information, observing the results of others’ actions, and insufficient awareness. Moreover, factors like abundant number of accepting-none accepting, the number of member, screenshots, numerous viewpoints, numerous emails, reposting, sharing, numerous return visits can affect the herd behavior of the users. 
The research suggests that differences in aims for sharing and using information and also other differences in pattern and methods of obtaining and sharing information could be for the herd behavior of users. By improving their critical thinking and information literacy skills, users can mitigate the likelihood and manifestation of herd behavior. To do this, trying to promote the ability of the users to analyze information, and skills of information literacy in comprehending information sources and distinguishing accurate from inaccurate information from incorrect information, will also cause reduce this behavior. Additionally, learning about media literacy skills can be helpful for reducing this behavior, because in this kind of literacy, people learn about the purpose behind each message and its structure. Also, institutions specialized in this field, such as libraries and universities, should try to provide more awareness to the people of the society with various trainings and improve behavioral pattern of their target society.
Keywords
Herd behavior
Social networks
Online Socail networks
Information Sharing
Information Usage
Users
Subjects
فهرست منابع
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  • Receive Date 05 February 2024
  • Revise Date 28 June 2024
  • Accept Date 29 June 2024