Social media and inclusive humanitarian intervention: the case of Cyclone Idai in Chimanimani district, Zimbabwe

Purpose The world-over, it is evident that, numbers and frequency of natural disasters have increased tremendously. The effects have given birth to a worldwide, all-inclusive humanitarian response and preparedness. In Zimbabwe, Cyclone Idai has ushered in the exploitation of various social media platforms by humanitarian organisations as a way of reaching out to the wider population on critical issues pertaining to the devastating effects of the cyclone. This study herein, aims to interrogate the efficacy of various social media platforms that were exploited by various humanitarian organisation involved in the Cyclone Idai humanitarian response. The various social media platforms are interrogated to establish their contribution to inclusivity or lack of it in relaying humanitarian interventions. Design/methodology/approach A mixed-method approach was used to conduct the research. Quantitative and qualitative methods were applied to gather the data. Quantitative data was collected using questionnaires with Likert scales and other closed questions provided. These were administered to representatives from the government, United Nations, donors, non-governmental organisations (NGOs), and members of the community. On the contrary, qualitative data was gathered from members of the community and humanitarian organisations through open-ended responses provided from interviews. Quantitative data was collected from a total of 384 stakeholder representatives who were randomly selected from Chimanimani district of Manicaland province. In addition, 12 interview participants were purposively selected to complement the research tools listed above. Findings The study findings show that social media platforms to a greater extent are effective tools for creating inclusive humanitarian response. The study findings reveal that social media has a significant positive influence on inclusive humanitarian response, with a 5% level of significance. These quantitative results agree with results obtained from interviewed participants. Managers of NGOs, community-based groups, government agencies and churches engaged in managing rescue, relief and humanitarian aid are supposed to access the study's findings in the future, and may find the results resourceful. Research limitations/implications This study's generalisability to other districts and countries is constrained because it was conducted in the setting of the Chimanimani district. Future research can therefore be expanded to other Zimbabwean areas as well as to other countries in the Southern African region and beyond. Practical implications Humanitarian supply chain managers engaged in managing rescue, relief and humanitarian aid are proposed as having access to the study's findings in the future as they may find them useful. Originality/value This study contributes to the literature by providing insights that can improve information flow. This can be achieved by including different stakeholders in decision-making through the use of social media during disaster preparedness and response processes and helping them to better prepare for and respond to future disasters.