Understanding Social Media Engagement in Response to Disaster Fundraising Attempts During Australian Bushfires

Yohei Nii, Chahat Raj, Muhammad Salman Tiwana, Mahendra Samarawickrama, Simeon Simoff, Tony Jan, Mukesh Prasad

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


This article studies the impact of social media posts specific to a disaster incident – the Australian bushfires of 2019–2020. We analyse the social media content posted by the Australian Red CrossOrganization’s Facebook page, and the user generated comments on their posts. We identify user sentiments in response to the natural disaster and towards the organization’s fundraising attempts. This study shall enable the stakeholders to understand how the general public reacts to fundraising protocols at the times of unforeseen disasters. It shall also allow policymakers to design sustainable goals to promote healthy donation behaviour through social media platforms. Further, we also analyse how benchmark Natural Language Processing tools, namely, VADER, Afinn, and TextBlob, perform in an unsupervised scenario to perform sentiment classification. OverallVADER results were best among the other algorithms Afinn and TextBlob in the term of accuracy, precision, recall and f1 score performance measure.
Original languageEnglish
Title of host publicationProceedings in Adaptation, Learning and Optimization book series (PALO,volume 17)
Subtitle of host publication International Conference on Intelligent Vision and Computing
PublisherSpringer Nature
Publication statusPublished - 2023


  • Sentiment analysis
  • social media
  • disaster fundraising
  • Australian bushfires


Dive into the research topics of 'Understanding Social Media Engagement in Response to Disaster Fundraising Attempts During Australian Bushfires'. Together they form a unique fingerprint.

Cite this