ROLE OF SOCIAL MEDIA DURING CRISES

Dissertation Proposal Submitted to

Institute of Crisis Management Studies

Samarpan Academy
A Tribhuvan University Affiliate
Dhumbarahi, Kathmandu

By

Krishna Sharma
T.U. Regd. No. xxx-xxxxx-xxxxxx

July 2023
 Introduction

Background

In today's digital age, social media platforms are increasingly being used as a tool for

communication during crises. This has led to a paradigm shift in crisis management, where

organizations are now required to effectively use social media to manage crisis situations. This

research proposal aims to investigate the role of social media in crisis management by examining

the use of social media during crises and how it impacts crisis communication and management.

In recent years, the use of social media has become increasingly prevalent in crisis

communication and management. Social media platforms, such as Twitter, Facebook, and

Instagram, have been used by organizations to disseminate information, engage with

stakeholders, and manage crises in real-time. Social media has also enabled stakeholders to

communicate with organizations, share information, and provide feedback during crises.

Despite the potential benefits of social media for crisis communication and management,

there is a need for further research to understand how organizations can effectively use social

media during crises. Previous research has identified factors that influence the use of social

media during crises, including organizational culture, stakeholder engagement, and crisis type.

However, there is a lack of consensus on best practices for social media use during crises, and

organizations continue to face challenges in effectively managing crises using social media.

To address these gaps in the literature, the proposed study aims to investigate the

relationship between social media use and crisis communication and management, and to

identify best practices for social media use during crises. The study will focus on the use of

social media during natural disasters, product recalls, and cyber-attacks, and will investigate the

mediating role of stakeholder engagement and the moderating role of organizational

preparedness in this relationship. By identifying best practices for social media use during crises,

the proposed study will provide practical guidance for organizations and policymakers on how to

effectively manage crises using social media.

The study will also contribute to the academic literature on crisis communication and

management, by advancing our understanding of the role of social media in these processes.

Statement of problem

Crisis management has become an essential aspect of organizational management, and

social media has emerged as a powerful tool for crisis communication and management.

However, there is a lack of research on the use of social media during crises and its impact on

crisis communication and management. This research proposal aims to fill this gap by examining

the use of social media during crises and identifying best practices for managing social media

during crises.

Goals and Objective

The general aim of the study is to examine the role of social media in crisis management

in this digital age. Specifically, the study has following objectives.

1. To examine the use of social media platforms during crises.

2. To identify the impact of social media on crisis communication and management.

3. To identify the challenges faced by organizations when using social media for crisis

management.

4. To develop best practices for managing social media during crises.

Research Questions

To achieve the above outlined objectives, the study attempts to obtain answers for the

questions: 1) How do individuals and organizations utilize social media platforms during crises?,

2) What is the impact of social media on crisis communication and management in various crisis

scenarios? 3) What challenges do organizations encounter when utilizing social media for crisis

management?, and 4) How can organizations develop effective strategies and best practices for

managing social media during crises?

Rationale

Crisis management has become an essential aspect of organizational management, and

social media has emerged as a powerful tool for crisis communication and management.

However, there is a lack of research on the use of social media during crises and its impact on

crisis communication and management. This research proposal aims to fill this gap by examining

the use of social media during crises and identifying best practices for managing social media

during crises.

Significance

The study is significant as it will provide insights into the role of social media in crisis

management, which is essential for organizations to effectively manage crises in today's digital

age. The findings will contribute to the development of effective crisis communication strategies

that incorporate social media, improving crisis response and management.

Conceptual Framework

The framework is based on the following key concepts. Crisis management: This

includes the process of identifying, preparing for, responding to, and recovering from a crisis.

Effective crisis management requires timely and accurate communication with stakeholders.

Social media: This includes the use of online platforms and tools to share information and

engage with stakeholders. Social media has emerged as a powerful tool for crisis communication

and management. Stakeholders: These are the individuals or groups who are affected by the

crisis, including customers, employees, shareholders, and the general public. Effective crisis

management requires engaging with stakeholders and addressing their concerns. Crisis

communication: This includes the process of sharing information with stakeholders before,

during, and after a crisis. Effective crisis communication requires clear and concise messaging,

tailored to the needs of different stakeholder groups. Best practices: These are the strategies and

techniques that have been found to be effective in crisis communication and management. Best

practices are informed by research and practical experience, and can help organizations prepare

for and respond to crises. The details of the conceptual framework of the study can be viewed in
 Figure 1. Framework of role of social media in crisis management

Operationalization

For the purpose of the study, following terms are operationalized accordingly.

1. Community Engagement: Use of social media during crises: measured by the

frequency and type of social media platforms used by organizations during crises.

2. Crisis communication and management: measured by the effectiveness of crisis

communication and the ability of organizations to manage crises successfully.

3. Stakeholder engagement through social media: measured by the level of

engagement and interaction between organizations and stakeholders on social

media during crises.

4. Organizational preparedness for crisis management: measured by the existence of

a crisis management plan, training of employees, and the presence of a dedicated

crisis management team.

 5. Crisis type: measured by the type of crisis faced by organizations, including

natural disasters, product recalls, and cyber-attacks.

Delimitation

The proposed study has certain delimitations that will be acknowledged and addressed.

The proposed study will be limited to a specific number of organizations and their use of social

media during crises. This will limit the generalizability of the findings, and the study will be

conducted in a specific geographic location, which may limit the generalizability of the findings

to other regions. Furthermore, the proposed study will focus on crises that occurred within a

specific time-frame. This may limit the generalizability of the findings to crises that occur in

different time periods. In addition, the proposed study will be limited to crises that fall under the

categories of natural disasters, product recalls, and cyber attacks. Other types of crises may

exhibit different patterns of social media use and crisis communication and the study will rely on

self-reported data from organizations regarding their use of social media and crisis management

practices. This may introduce bias and limit the accuracy of the data. The proposed study will be

conducted in English, which may limit the inclusion of non-English speaking organizations and

their crisis management practices.

 Review of Literature

(Intro of this chapter) Social media has become an essential tool for crisis management,

providing a platform for organizations to communicate with stakeholders and disseminate

information during crises (Chen & Gupta, 2015). The use of social media in crisis

communication has been found to be effective in reducing uncertainty, increasing transparency

and building trust (Veil, Buehner, & Palenchar, 2011). However, the use of social media also

poses challenges such as the need for quick response times, managing multiple platforms, and

the risk of spreading misinformation (Liu, Jin, & Austin, 2018). These challenges make it

necessary for organizations to develop effective crisis communication strategies that incorporate

social media.

(Needs to be sufficient and saturated for the study)

 Methods

Research Design

This study will use a quantitative , specifically correlational approach. The research will

focus on three organizations that have faced crises and have used social media during the crisis

management process. The case studies will involve interviews with key stakeholders involved in

crisis communication and management, including organizational representatives, social media

managers, and members of the public affected by the crises. The data collected will be analyzed

using thematic analysis.

Research Area

The proposed study will be conducted in the context of Nepal, a country that has

experienced a range of natural disasters, product recalls, and cyber attacks in recent years. Nepal

is a landlocked country in South Asia, bordered by India to the south and China to the north. The

country is prone to natural disasters, including earthquakes, landslides, and floods, which can

cause significant damage to infrastructure and homes, and disrupt the lives of communities.

Nepal has also experienced product recalls in various industries, including food,

pharmaceuticals, and electronics. These recalls have highlighted the need for effective crisis

communication and management to protect the health and safety of consumers, and to minimize

the reputational damage to the affected companies.

Furthermore, Nepal has faced cyber attacks on various occasions, including distributed

denial-of-service (DDoS) attacks, phishing attacks, and ransomware attacks. These attacks can

compromise the confidentiality, integrity, and availability of information and systems, and can

cause significant financial and reputational harm to organizations.

 Given the frequency and severity of crises in Nepal, the proposed study will investigate

the use of social media during crises in this context. The study will focus on a sample of

organizations in Nepal that have experienced crises and have used social media for crisis

communication and management. The findings of the study will be applicable to organizations in

Nepal and may also have implications for organizations in other countries that are vulnerable to

similar types of crises.

Variables

The study has several variables that are examined. All variables are outlined below.

1. Independent variable: Use of social media during crises.

2. Dependent variable: Crisis communication and management.

3. Mediating variable: Stakeholder engagement through social media.

4. Moderating variable: Organizational preparedness for crisis management.

5. Control variable: Crisis type (e.g., natural disasters, product recalls,

cyber-attacks).

This study will use a qualitative research methodology, specifically a case study

approach. The research will focus on three organizations that have faced crises and have used

social media during the crisis management process. The case studies will involve interviews with

key stakeholders involved in crisis communication and management, including organizational

representatives, social media managers, and members of the public affected by the crises. The

data collected will be analyzed using thematic analysis.

Participants

Population. The study population for the proposed research will consist of organizations

in Nepal that have experienced natural disasters, product recalls, or cyber attacks and have used

social media for crisis communication and management. The population will include a range of

industries, including but not limited to food, pharmaceuticals, electronics, and information

technology.

The study will also involve stakeholders who have interacted with the organizations

during crises, such as customers, employees, media representatives, and government officials.

These stakeholders will be identified through the organizations and will be contacted for

participation in the study.

Overall, the study population will consist of a diverse range of organizations and stakeholders

who have experienced crises and have used social media for crisis communication and

management in Nepal.

Sampling. As mentioned earlier, the sample size for the proposed study will be

determined based on data saturation, which means that data collection will continue until no new

insights emerge from the data. This is a common approach in qualitative research and ensures

that the sample size is appropriate for the research question.

Based on previous studies on social media use in crisis communication and management, a

sample size of 10-20 organizations is considered sufficient to achieve data saturation. Therefore,

the proposed study will aim to include approximately 15 organizations from different industries

in Nepal that have experienced natural disasters, product recalls, or cyber-attacks and have used

social media for crisis communication and management.

 The study will also involve stakeholders who have interacted with the organizations

during crises, and the number of stakeholders will depend on the number of organizations and

the availability of stakeholders for participation in the study.

Overall, the proposed study will have a sample size of approximately 15 organizations and a

varying number of stakeholders, depending on the availability and willingness of stakeholders to

participate in the study.

The study will use purposive sampling to select organizations that have experienced

crises in the past five years and have used social media during the crisis. The selected

organizations will be contacted through email or phone, and informed about the purpose of the

study, and their participation in the study will be voluntary. The sample size for the study will be

determined based on saturation of data, which means that data collection will continue until no

new insights emerge from the data.

Inclusion and Exclusion Criteria. The proposed study will use purposive sampling to

select organizations that have experienced natural disasters, product recalls, or cyber attacks and

have used social media for crisis communication and management. The inclusion criteria for

organizations are as follows:

Inclusion criteria:

1. The organization must be located in Nepal

2. The organization must have experienced a natural disaster, product recall, or cyber

attack in the past five years

3. The organization must have used social media platforms (such as Facebook, Twitter,

Instagram, etc.) for crisis communication and management during the crisis
 4. The organization must be willing to participate in the study

Exclusion criteria:

1. The organization must not be a non-profit organization or a government agency

2. The organization must not have experienced a crisis that was not related to a natural

disaster, product recall, or cyber attack

3. The organization must not have used social media for crisis communication and

management during the crisis

4. The organization must not be unwilling to participate in the study

The study will also involve stakeholders who have interacted with the organizations during

crises, such as customers, employees, media representatives, and government officials. The

inclusion criteria for stakeholders are as follows:

Inclusion criteria:

1. The stakeholder must have interacted with the organization during the crisis (e.g., as a

customer, employee, media representative, or government official)

2. The stakeholder must have used social media to communicate with the organization

or to obtain information about the crisis

3. The stakeholder must be willing to participate in the study

Exclusion criteria:

1. The stakeholder must not have interacted with the organization during the crisis

2. The stakeholder must not have used social media to communicate with the

organization or to obtain information about the crisis

3. The stakeholder must be unwilling to participate in the study

 Overall, the inclusion and exclusion criteria for the proposed study are designed to ensure

that the selected organizations and stakeholders have relevant experiences with natural disasters,

product recalls, or cyber-attacks and have used social media for crisis communication and

management.

Instruments

Sociodemographic Performa. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Fusce ullamcorper risus sit amet eros eleifend, ut finibus sem aliquet. Proin mollis vestibulum

ligula, sit amet laoreet justo fermentum nec. Sed sed felis quis nisi vulputate commodo.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Sed

sagittis est eu orci tincidunt convallis. Suspendisse nec nibh et tellus ultrices volutpat at id eros.

Quisque pharetra, erat non faucibus faucibus, justo leo facilisis orci, in vulputate nisl risus in mi.

Nulla condimentum accumsan tortor id luctus.

Phasellus feugiat, nunc vitae lobortis consequat, justo felis mollis sapien, id efficitur lacus sapien

sed mauris. Duis nec varius enim. Suspendisse volutpat nulla a nulla tempus, eget vestibulum

neque vulputate. Vivamus sed sem ut ligula elementum fermentum. Integer ut mi mi. Sed

eleifend facilisis elit, vel facilisis mi pellentesque vitae. In euismod dui non metus accumsan

vulputate. Sed nec nunc odio. Pellentesque tristique, dolor sit amet finibus cursus, ex lacus

tincidunt ipsum, id eleifend elit ex nec neque. Curabitur sed purus vitae neque suscipit

condimentum. Suspendisse in fermentum lectus.

Happiness Index. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce

ullamcorper risus sit amet eros eleifend, ut finibus sem aliquet. Proin mollis vestibulum ligula, sit
amet laoreet justo fermentum nec. Sed sed felis quis nisi vulputate commodo. Vestibulum ante

ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Sed sagittis est eu orci

tincidunt convallis. Suspendisse nec nibh et tellus ultrices volutpat at id eros. Quisque pharetra,

erat non faucibus faucibus, justo leo facilisis orci, in vulputate nisl risus in mi. Nulla

condimentum accumsan tortor id luctus.

Phasellus feugiat, nunc vitae lobortis consequat, justo felis mollis sapien, id efficitur lacus sapien

sed mauris. Duis nec varius enim. Suspendisse volutpat nulla a nulla tempus, eget vestibulum

neque vulputate. Vivamus sed sem ut ligula elementum fermentum. Integer ut mi mi. Sed

eleifend facilisis elit, vel facilisis mi pellentesque vitae. In euismod dui non metus accumsan

vulputate. Sed nec nunc odio. Pellentesque tristique, dolor sit amet finibus cursus, ex lacus

tincidunt ipsum, id eleifend elit ex nec neque. Curabitur sed purus vitae neque suscipit

condimentum. Suspendisse in fermentum lectus.

Scheme of Data Analysis

The proposed study will use qualitative data analysis techniques to analyze the data

collected from the selected organizations and stakeholders. The data analysis process will

involve the following steps:

1. Transcription: The audio recordings of the interviews and focus group discussions

will be transcribed into text format. This process will involve listening to the audio

recordings and typing out the dialogue and nonverbal communication as accurately as
 possible. The transcription process will ensure that the data is in a format that can be

easily analyzed and managed.

2. Data management: The transcripts will be organized and managed using qualitative

data analysis software (such as NVivo). The software will allow the researcher to

code and categorize the data and easily retrieve and analyze it. The transcripts will be

imported into the software and the researcher will create a coding framework to

organize the data into categories.

3. Coding: The data will be analyzed using a thematic analysis approach. The coding

process will involve reading through the transcripts and identifying recurring patterns,

themes, and ideas. The researcher will create a coding framework, which will include

a list of codes or categories that will be applied to the data. The initial codes will be

generated from the data and then grouped into broader themes. The researcher will

use an inductive approach, allowing the themes to emerge from the data, rather than

applying preconceived ideas to the data.

4. Validation: To ensure the reliability and validity of the analysis, a subset of transcripts

will be independently coded by another researcher, and inter-coder reliability will be

calculated. This process will involve comparing the codes generated by the two

researchers and assessing the level of agreement. The inter-coder reliability will be

calculated using a statistical measure, such as Cohen's kappa, to ensure that the

coding is consistent and reliable.

5. Interpretation: The themes identified from the data will be interpreted and analyzed to

answer the research questions. This process will involve reviewing the themes and

sub-themes and developing an understanding of the underlying meaning of the data.

 The researcher will use quotes from the participants to illustrate key themes and

findings.

6. Triangulation: The findings from the interviews and focus group discussions will be

triangulated with other data sources, such as social media posts and news articles.

This process will involve comparing the data from different sources to identify

patterns and themes that are consistent across sources. Triangulation will ensure that

the findings are valid and reliable.

7. Reporting: The results of the data analysis will be presented in a narrative format,

using quotes from the participants to illustrate key themes and findings. The report

will include a description of the research methods, data analysis procedures, and

findings. The report will also discuss the implications of the findings for crisis

communication and management in Nepal.

Overall, the proposed data analysis process will use a rigorous and systematic approach

to identify and interpret key themes related to social media use in crisis communication and

management in Nepal. The use of qualitative data analysis software, validation, and triangulation

will ensure the validity and reliability of the findings.

Ethical considerations

The proposed research study on the role of social media in crisis communication and

management in Nepal will adhere to ethical guidelines for research involving human subjects.

The following are the ethical considerations that will be taken into account during the study:

1. Informed consent: Informed consent will be obtained from all participants before

they participate in the study. The participants will be provided with a written
 consent form, which will explain the purpose of the study, the procedures

involved, and the potential risks and benefits of participation. The participants

will be informed that participation is voluntary and that they can withdraw from

the study at any time.

2. Confidentiality: The research will protect the confidentiality of the participants by

using pseudonyms to identify them in the research reports. The audio recordings

and transcripts of the interviews and focus group discussions will be stored

securely, and access to the data will be limited to the research team. The social

media posts will be anonymized before analysis to protect the privacy of the

individuals who posted them.

3. Privacy: The research will respect the privacy of the participants by conducting

the interviews and focus group discussions in private locations. The research team

will ensure that the participants are not disturbed or interrupted during the

interviews and focus group discussions.

4. Respect for cultural norms: The research will respect the cultural norms and

values of the participants. The research team will ensure that the questions and

procedures are appropriate and acceptable to the participants and their cultural

context.
 5. Ethical clearance: The research will obtain ethical clearance from the relevant

institutional review board before commencing the study. The research team will

follow the guidelines and regulations set by the review board.

6. Data security: The research will ensure that the data collected during the study is

secure and protected. The audio recordings and transcripts will be stored on

password-protected computers and encrypted hard drives. The social media data

will be collected using secure social media monitoring tools and stored on secure

servers.

Overall, the proposed research study will follow ethical guidelines to ensure that the

participants' privacy and confidentiality are protected, informed consent is obtained, and the

research is conducted in a culturally appropriate manner. The research team will obtain ethical

clearance and ensure that the data collected during the study is secure and protected.

Detail Procedure

Write in detail how would you conduct the study. Lorem ipsum dolor sit amet,

consectetur adipiscing elit. Fusce ullamcorper risus sit amet eros eleifend, ut finibus sem aliquet.

Proin mollis vestibulum ligula, sit amet laoreet justo fermentum nec. Sed sed felis quis nisi

vulputate commodo. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere

cubilia Curae; Sed sagittis est eu orci tincidunt convallis. Suspendisse nec nibh et tellus ultrices

volutpat at id eros. Quisque pharetra, erat non faucibus faucibus, justo leo facilisis orci, in

vulputate nisl risus in mi. Nulla condimentum accumsan tortor id luctus.

 Phasellus feugiat, nunc vitae lobortis consequat, justo felis mollis sapien, id efficitur

lacus sapien sed mauris. Duis nec varius enim. Suspendisse volutpat nulla a nulla tempus, eget

vestibulum neque vulputate. Vivamus sed sem ut ligula elementum fermentum. Integer ut mi mi.

Sed eleifend facilisis elit, vel facilisis mi pellentesque vitae. In euismod dui non metus accumsan

vulputate. Sed nec nunc odio. Pellentesque tristique, dolor sit amet finibus cursus, ex lacus

tincidunt ipsum, id eleifend elit ex nec neque. Curabitur sed purus vitae neque suscipit

condimentum. Suspendisse in fermentum lectus.

Timeline

A three-month timeline for the research study on the role of social media in crisis

communication and management in Nepal is challenging but possible. The timeline may be

adjusted based on the availability of resources and the ability to complete the research activities

in a timely manner. The following is a proposed timeline.

Table 1. Gantt Chart of the study

 References

Chen, X., & Gupta, K. (2015). The impact of social media on corporate reputation during a

crisis. Journal of Contemporary Management, 14(1), 1-10.

Liu, B., Jin, Y., & Austin, L. L. (2018). The impact of social media on crisis management: A

review and future research directions. Journal of Business Research, 114, 28-38.

Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). A work-in-progress literature review:

Incorporating social media in risk and crisis communication. Journal of Contingencies

and Crisis Management, 19(2), 110-122.