Mao, MaoPan, Shan-LingHackney, RayRactham, PeterKaewkitipong, Laddawan2014-12-042014-12-0420142014Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand978-1-927184-26-4https://hdl.handle.net/10292/8049In 2011, Thailand witnessed its worst flooding catastrophe in half a century. In this study, we explored social media as a new and promising weapon to address the physical and morale challenges caused by the natural disaster. A case study was conducted in the context of crisis response, which investigated the use of social media to contribute to the collective cultural repertoire during the natural disaster. By investigating two paths toward the cultural repertoire construction considering different social groups, this study also identified the roles of social media as an information market and an information threshold in the crisis response.Conference ContributionOpenAccess