Digital Nudging in Social Media Disaster Communication
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Digital Nudging in Social Media Disaster Communication Milad Mirbabaie 1
&
Christian Ehnis 2 & Stefan Stieglitz 3 & Deborah Bunker 2 & Tanja Rose 3
Accepted: 4 September 2020 # The Author(s) 2020
Abstract Social media has become an important channel of communication in emergency and disaster management. Emergency Management Agencies can distribute helpful and important information to the general public and also gather information to enrich their management efforts. This, however, remains challenging since several communication-related barriers occur. This study investigates how the concept of Nudging, a form of behaviour adjustment, can be applied to address these barriers. A Systematic Literature Review and qualitative social media data analysis methods were applied to explore the potential of digital nudges on social media. Twelve forms of digital nudges could be identified in the data that influenced the visibility of the messages they occurred in. The results suggest that Digital Nudging on Social Media is a promising approach to use in emergency and disaster communication. Keywords Digital nudging . Social media . Disaster communication . Emergency management
1 Introduction Social Media is an important communication channel during emergency and other crisis events. The general public use social media to share emergency updates and information (Abdullah et al., 2017; Shahbazi et al., 2018), or to seek information (Marx et al., 2018; Mirbabaie & Youn, 2018). As a consequence, emergency management agencies (EMA) have integrated social media into their emergency and disaster * Milad Mirbabaie [email protected] Christian Ehnis [email protected] Stefan Stieglitz [email protected] Deborah Bunker [email protected] Tanja Rose [email protected] 1
University of Bremen, Enrique-Schmidt-Straße 1, 28359 Bremen, Germany
2
The University of Sydney, H70 – Abercrombie Building, Sydney, NSW 2006, Australia
3
University of Duisburg-Essen, Forsthausweg 2, 47057 Duisburg, Germany
management (EDM) efforts (Ehnis, 2017; Fosso Wamba & Edwards, 2014). EMA use of social media underpins an enormous potential to support community safety and welfare by facilitating the spread of information in real-time with less effort (Ehnis, 2017). On the other hand, EMA face several challenges, including the need to ensure their messages reach everyone, so the community has trustworthy situational awareness to make the right decisions. As massive amounts of data are produced during and around an extreme event, different social media platforms and their associated accounts compete for a social media user’s attention, which impedes the visibility of an account’s own messages (Ross et al., 2018). User-generated content produced in social media during and shortly after extreme events also presents another challenge. Both the high quantity and diverse quality of information that is generated on social media makes it hard for EMA, who often lack the resources and skills to process such large amounts
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