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The purpose of this paper is to investigate how we can understand social media interactions better by explicating the process of social capital formation on Facebook from a reciprocity perspective.

This study observed users who got tagged on Facebook by his/her friends and how s/he responded to that tagging activity. In total, 4,666 posts and 418,580 comments from The New York Times Facebook page were collected for the observation.

A majority (77.87 percent) of users who were tagged by their friends showed reactions to their tagging. In detail, 33.63, 44.20, and 0.04 percent of users responded by comments, “Likes”, and “Shares”, respectively. In total, 90.11 percent of the comments and 98.58 percent of the “Likes” were expressed on a comment or sub-comment, and only 9.89 percent of the comments and 1.42 percent of the “Likes” were expressed on a post …