Social media is an example of a sociotechnical platform that provides real-time information in disaster preparedness and response phases. However, non-governmental organizations (NGOs) involved in humanitarian operations have not realized the full potential of social media in India. Therefore, this study examines barriers and solutions to improve social media usage (SMU) by NGOs in the disaster preparedness phase (DPP). In addition, the barriers to SMU are prioritized so that NGOs can prioritize resource allocation to improve the most critical barriers first. The factors influencing SMU were identified using the SAP-LAP (Situation, Actor, Process-Learning, Action, Performance) framework. Thereafter, the barriers were classified using the integrated Technology-Organization-Environment (TOE) and Human-Organization- Technology (HOT) frameworks. Finally, barriers to SMU by NGOs were prioritized using the best worst method. This study is the first of its kind to examine the factors that influence SMU by NGOs in the DPP in developing countries. The findings suggest that six main barriers, namely human, organizational (operational, financial, and strategic), technological, and environmental, interlocked with 24 sub-barriers, influence SMU. In addition, the results indicate that financial barriers are the most prominent, followed by strategic, technological, human, environmental, and operational barriers to SMU by NGOs. The findings of this study can be used by practitioners, technology developers, and policymakers to develop technologies and formulate more effective strategies to realize social media's benefits and improve the performance of disaster relief operations.

Gaurav Kabra
Jindal Global Business School, OP Jindal Global University, Sonipat, India

Mayank Dhaundiyal
Jindal Global Business School, OP Jindal Global University, Sonipat, India

Akash Saharan
Jindal Global Business School, OP Jindal Global University, Sonipat, India

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