Prioritizing Factors in Social Media Crisis Communication for Resilience Enhancement Using Analytical Hierarchy Process

In an age marked by the ubiquitous presence of social media, crisis communication has evolved into a dynamic and multifaceted endeavor. The study presented herein delves into the intricate interplay between information-seeking, information-sharing, social media usage factors, and their influence on resilience within the context of crisis management. By leveraging the Analytical Hierarchy Process (AHP) methodology, this research unravels the priorities of factors that underpin the efficacy of Social Media Crisis Communication (SMCC). According to the findings, the information-seeking category unearth the pivotal role of factors such as media choice, crisis type, and trust, illuminating their impact on resilience building in crises situations. In the realm of information sharing, the findings underscore the significance of factors like sentiment, authority, and relevance in shaping the resonance and effectiveness of shared content. Moreover, the analysis delves into social media usage factors, with a spotlight on elements like media exposure, uncertainty, and involvement, showcasing their role in driving individuals’ engagement with crisis-related content on social platforms. The study utilizes AHP to create a comprehensive hierarchical model of these factors and elucidates their priorities through expert pair-wise comparisons. The outcomes reveal that information-seeking factors dominate the hierarchy, highlighting the paramount importance of understanding how individuals seek and engage with information during crises. This research underscores the potential of AHP as an invaluable tool for navigating the intricate landscape of SMCC literature, offering fresh perspectives and empirical insights. By embracing the prioritized factors unveiled in this analysis, crisis managers and communicators can tailor their strategies to better align with the dynamics of social media and enhance resilience-building efforts in an ever-evolving crisis landscape.