Article: Leveraging social media to mitigate information asymmetry during humanitarian relief operations Journal: International Journal of Intelligent Enterprise (IJIE) 2025 Vol.12 No.3/4 pp.395 - 421 Abstract: This study investigates social media's role in mitigating information asymmetry during humanitarian relief operations (HROs). The 2015 Chennai Flood is used as a case study, and social media analytics (SMA) is utilised to understand how social media can be leveraged to engage people with high social capital for rapid and accurate information diffusion. It uses well-established techniques for SMA, such as topic modelling, sentiment analysis, etc., to gain critical insights from the text corpus obtained from Twitter (now called X). The results show that affected people in a disaster use social media to communicate their concerns/needs to the government or humanitarian organisations (HO) through celebrities and media, which is a unique finding. Moreover, this study shows that organisations serving disaster-affected populations, such as HO and the government, can utilise celebrities not only to get feedback about HROs from the affected people but also to disseminate crucial information, such as alerts, to the affected population at increased speed. Hence, this study recommends that the HO and the government explore utilising the services of celebrities effectively during HROs, as they possess significant social influence. Inderscience Publishers - linking academia, business and industry through research

Title: Leveraging social media to mitigate information asymmetry during humanitarian relief operations

Authors: Deepak Srivastav; Anand Gurumurthy

Addresses: Indian Institute of Management Kozhikode (IIMK), IIMK Campus P.O., Kunnamangalam, Kozhikode, Kerala, India; FLAME University, Pune, India ' Indian Institute of Management Kozhikode (IIMK), IIMK Campus P.O., Kunnamangalam, Kozhikode, Kerala, India

Abstract: This study investigates social media's role in mitigating information asymmetry during humanitarian relief operations (HROs). The 2015 Chennai Flood is used as a case study, and social media analytics (SMA) is utilised to understand how social media can be leveraged to engage people with high social capital for rapid and accurate information diffusion. It uses well-established techniques for SMA, such as topic modelling, sentiment analysis, etc., to gain critical insights from the text corpus obtained from Twitter (now called X). The results show that affected people in a disaster use social media to communicate their concerns/needs to the government or humanitarian organisations (HO) through celebrities and media, which is a unique finding. Moreover, this study shows that organisations serving disaster-affected populations, such as HO and the government, can utilise celebrities not only to get feedback about HROs from the affected people but also to disseminate crucial information, such as alerts, to the affected population at increased speed. Hence, this study recommends that the HO and the government explore utilising the services of celebrities effectively during HROs, as they possess significant social influence.

Keywords: social media; information asymmetry; 2015 Chennai Floods; celebrities; humanitarian supply chain management; HSCM; relief/response; case study.

DOI: 10.1504/IJIE.2025.147686

International Journal of Intelligent Enterprise, 2025 Vol.12 No.3/4, pp.395 - 421

Received: 06 Nov 2023
Accepted: 22 Feb 2024
Published online: 25 Jul 2025 *

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Title: Leveraging social media to mitigate information asymmetry during humanitarian relief operations

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