Emergent groups and the informal digital emergent response to hurricane florence in the United States

Our study presents a thematic analysis of 1582 posts from five digital emergent Facebook groups during Hurricane Florence, affecting North and South Carolina in the United States in 2018. We pose four research questions related to the formation and functioning of digital emergent groups during a disaster. Specifically, we examined how groups contributed to response efforts; messages developed across stages of the disaster; grassroots groups' organized disaster response; and how proximity affected group functioning. Participants contributed to disaster response by sharing and seeking information and aid. Groups coordinated logistics; offered affirmation; and provided commentary and humor. Group members supported the formal response through information sharing. Moreover, group members' proximity to the disaster and group structures designed to moderate groups were influential in the groups’ goal attainment. We see an opportunity for emergency managers to coordinate with digital emergent groups through trusted sources such as nonprofits active in disaster response. Implications for theory and practice are discussed.