People regularly share items using online social media. However, people's
decisions around sharing---who shares what to whom and why---are not well
understood. We present a user study involving 87 pairs of Facebook users to
understand how people make their sharing decisions. We find that even when
sharing to a specific individual, people's own preference for an item
(individuation) dominates over the recipient's preferences (altruism). People's
open-ended responses about how they share, however, indicate that they do try
to personalize shares based on the recipient. To explain these contrasting
results, we propose a novel process model of sharing that takes into account
people's preferences and the salience of an item. We also present encouraging
results for a sharing prediction model that incorporates both the senders' and
the recipients' preferences. These results suggest improvements to both
algorithms that support sharing in social media and to information diffusion
models.Comment: CSCW 201