Social exchange, social capital and information sharing in online environments: lessons from three case studies

This paper covers the themes of exchange theory, social exchange theory and social capital as related to information and knowledge sharing in online environments. It presents findings from three cases where individuals were encouraged to share information online in the expectation that this would lead to new knowledge creation. The work presented aligns with that of others who have recognized that social exchange theory may be deployed as an innovative means of analyzing economic and non-economic transactions between individuals and organizations (Bignoux, 2006, p. 619). The findings both inform, and raise questions, about motivating information sharing in online environments with reference to both the provision of incentives to participate, and the management of social capital. From the analysis of the three case studies it is concluded that the degree to which information may be exchanged in online environments relies more heavily on the extent to which actors are socially integrated with one another than it does on other factors such as investment in technical infrastructure, dedicated staffing or financial incentives for information sharing. Thus these findings indicate that those who hope to enhance information sharing practice online need to pay more attention to the means by which they make it possible for potential participants to build relationships of trust with one another, and less attention to the design of formal incentive structures.