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Researchers find that women bloggers tend to value reciprocity, or mutual exchange, and social ties much more than men, and they were more likely to share knowledge in an environment where those elements were present.
Bloggers and other social network users are more likely to share knowledge online where the qualities of trust, strong social ties and reciprocity are present, according to a study forthcoming in the Journal of Management Information Systems.
But the effect of each factor varies by gender, says Sanjukta Das, assistant professor of management science and systems in the University at Buffalo (UB) School of Management. Das conducted the study with co-authors H.R. Rao, SUNY Distinguished Service Professor in the UB School of Management, and Sangmi Chai, assistant professor at the College of Business in Sangmyung University in Seoul, Korea.