Champions for Social Good: How Can We Discover Social Sentiment and Attitude-Driven Patterns in Prosocial Communication?
Authors: Mukkamala, Raghava; Kauffman, Robert J.; Henriksen, Helle Zinner
Journal: Journal of the Association for Information Systems (2023)
DOI: 10.17705/1jais.00810
<jats:p>The UN High Commissioner on Refugees (UNHCR) is pursuing a social media strategy to inform people about displaced populations and refugee emergencies. It is actively engaging public figures to increase awareness through its prosocial communications and improve social informedness and support for policy changes in its services. We studied the Twitter communications of UNHCR social media champions and investigated their role as high-profile influencers. In this study, we offer a design science research and data analytics framework and propositions based on the social informedness theory we propose in this paper to assess communication about UNHCR’s mission. Two variables—refugee-emergency and champion type—relate to the informedness of UNHCR champions’ followers. Based on a Twitter sentiment and attitude corpus, we applied a five-step design science analytics framework involving machine learning and natural language processing to test how the emergency type and champion type impact social communication patterns. Positive and neutral sentiment dominated the tweets of the champions and their followers for most refugee-emergency types. High participation-intensity champions emp…