Analyzing the herd behavior of social network users in sharing and using information

In most cases, people don’t have enough information about a subject, and sharing the effect of others information with other people to the offered information and knowledge that at some point is a clue to their herd behavior. Herd behavior can be represented in different societies, such as online social networks. Hence, the main purpose of the research is to analyze the herd behavior of social network users regarding sharing and using the information. This survey research, using a descriptive approach, studied 38 students from different educational degrees were studied by the purposive sampling method. The data needed for this research to be answered to the questions about the research were gathered by semi-structured interviews. The validity of the instrument from the viewpoint of the specialist, and its stability were approved by Kapa Coefficient. The coefficients of the research showed that the factors affecting the herd behavior of users are: the aims for sharing and using the information. Occupationd, travel and tourism, personal memories scientific information contact with the others, news and social affairs, religion, nutrition, art, … methods of attaining information for sharing the same social network, content production and other social networks, individual skills (critical literacy, media literacy, information literacy, communicative skills) and skills in sharing information (Comprtition feeling, attaining fame distributing information gradually, observing the result of other peoples performance, insufficient informing). Moreover, factors like the abundant number of accepting-none accepting, the number of member, screenshuts, numerous viewpoints, numerous emails, reposting, sharing, numerous return visits, can affect the herd behavior of the users. The research suggests that differences in aims for sharing and using information and also, other differences in pattern and methods of obtaining and sharing information could be the for the herd behavior of users. By the users try to promote their own skills in critical thinking and information literacy, they will have the chance to decrease the possibility and appearance of their herd behavior. To do this, trying to promote the ability of the users to analyze information, and skills of information literacy in comprehending information sources and distinguishing accurate from inaccurate information from incorrect information, will also cause reduce this behavior. Additionally, learning about media literacy skills can be helpful for reducing this behavior, because in this kind of literacy, people learn about the purpose behind each message and its structure. Also, institutions specialized in this field, such as libraries and universities, should try to provide more awareness to the people of the society with various trainings and improve the behavioral pattern of their target society.