How to Share Prosocial Behavior without Being Considered a Braggart

When people share their prosocial behavior on social media, they always face the braggart’s dilemma. By sharing their good deeds, they run the risk of being considered braggarts and thus less likable; by staying silent, they receive no credit for what they do. This study proposes a framing strategy to alleviate this concern. By acknowledging a third party involved in the prosocial activity (e.g., organizer or sponsor), one will be perceived as more likable through reducing the suspicion of self-promoting and perceived to have put in more effort. An empirical study based on Twitter data was conducted to confirm our prediction. An experimental study follows to verify the mechanism. The findings provide implications for various stakeholders that take part in prosocial activities.