Why We Share (Even When It Feels Risky)

Have you ever hesitated before posting something on social media and wondered how people might react or what made you post it? You’re not the only one. Sharing online often feels like a balancing act between potential rewards (likes, support, connection) and risks (criticism, misunderstanding, conflict). A recent experimental study titled “Cognitive and Affective Predictors of Sharing Intentions on Social Media: The Role of Anxiety, Social Benefits, and Risks”, published in the Journal of Risk Research by Isabelle Freiling, Assistant Professor in the Department of Communication at the University of Utah, and TIP Center postdoctoral scholar Anja Stevic explores how people make these decisions.

Study Design

The study used an experiment with 523 U.S. social media users. Participants were randomly assigned to an anxiety or relaxation condition, induced through a two-minute guided writing task about a personal experience (with a follow-up check of their reported emotions). They then read a short passage highlighting either the benefits or the risks of sharing about gun laws on social media, and rated how likely they would be to post or engage in related discussions.

The core idea behind this is simple: when we decide whether to post, we’re doing a kind of “cost-benefit analysis.” We ask ourselves: Will this help me connect with others? Or will it backfire? But this research shows that our decisions aren’t purely rational. Emotions, especially anxiety, play an important role in shaping what we choose to share.

The Role of Anxiety

One of the most striking findings is that anxiety actually makes people more likely to share on social media. That might sound counterintuitive—wouldn’t feeling anxious make us more cautious? In some situations, yes. But online, anxiety seems to push people toward connection.

Why? The researchers suggest that sharing can act as a coping mechanism. When people feel uncertain, worried, or out of control, they may turn to social media to express themselves, seek reassurance, or find others who feel the same way to connect with them. In this sense, posting isn’t just about broadcasting opinions; it’s about managing emotions.

Interestingly, this effect goes beyond just sharing news. While previous research showed that anxiety increases the likelihood of sharing posts about news articles, this study expands that idea to include sharing personal opinions, feelings, and even participating in discussions. In other words, when emotions run high, people don’t just consume content—they actively engage.

Another key insight: people who felt more knowledgeable about the topic were also more likely to share. Feeling informed may give individuals confidence to speak up, even in potentially contentious environments.

Benefits Matter More Than Risks

If you think fear of backlash stops people from posting, think again. The study found that perceived benefits—like gaining support, expressing oneself, or connecting with others—strongly increased sharing intentions. In fact, these benefits were one of the strongest predictors of whether someone would post. On the flip side, perceived risks (like receiving negative comments or facing disagreement) did not significantly impact sharing on social media. This suggests that, for many users, the potential upsides of posting outweigh the downsides. Social media, after all, is built around interaction and feedback, and people seem willing to take some risks to be part of that exchange.

What Does This Mean in the Bigger Picture?

The findings highlight that sharing online, especially about political or sensitive topics, is driven by both emotional and cognitivemotivations. Platforms that amplify positive feedback or make social rewards more visible may encourage more participation. At the same time, an emotionally charged context could lead to more sharing, not less.
In a world where social media shapes public discourse, understanding why people speak up is just as important as understanding what they say.

Key Takeaways

People decide to share things on social media based on both how they feel and what they think they’ll gain from it. Feeling anxious can make people more likely to post, because sharing might help them cope and feel less alone. At the same time, the chance of getting support, likes, or connection encourages sharing much more than the fear of negative comments stops it. For example, someone worried about a political issue might post about it not because it’s risk-free, but because they hope others will understand and respond positively.

The study received a research award and funding from the Department of Communication at the University of Vienna.