The proof is in the pudding: public beliefs, emotions and sentiments on drone deliveries in extreme contexts

Purpose The rapid advancement of drone technology has opened up a new frontier in package delivery, presenting a promising solution for logistics and transportation challenges. However, there remains a significant gap in identifying the public’s belief structure regarding the adoption of this technology in extreme contexts, such as natural disasters or remote areas. This study aims to fill this research gap by investigating public beliefs, emotions and sentiments towards drone deliveries in these high-risk scenarios, where traditional delivery methods are often impractical or unavailable. Design/methodology/approach Using a big data approach, the authors applied machine learning to scrape comments made by social media users on recent popular posts or videos related to drone deliveries from Reddit and YouTube. The cleaning process narrowed down 6,403 comments to 2,337, which were then analysed using thematic, emotion and sentiment analysis techniques. Findings The thematic analysis revealed five key themes of the public’s belief structure: safety and security concerns, scepticism and distrust, ethical concerns, support for innovation and efficiency and concerns about practicality and feasibility. Sentiment analysis showed a predominantly negative outlook (53%), with confusion (19.32%) and disappointment (14.26%) being the most prevalent emotions. However, positive sentiments (45%) and emotions such as curiosity (9.08%) and approval (4.51%) indicate cautious optimism and interest in the potential benefits of drone deliveries. Research limitations/implications Future research should expand data sources to include Twitter, Facebook and Instagram for broader insights. Differentiating between extreme contexts, e.g. natural disasters, pandemics and conflict zones, can reveal varying public perceptions. Investigating how public beliefs, emotions and sentiments influence actual adoption behaviours through longitudinal designs or field experiments is essential. Developing new theoretical models that integrate unique factors like safety concerns and ethical implications with existing frameworks will enhance understanding. In addition, large-scale quantitative surveys or experiments are needed to generalise findings across different populations and contexts. Practical implications The findings have practical implications for policymakers, technology developers and marketers. Addressing public concerns about safety, security and ethical implications while highlighting the potential benefits of drone deliveries can help build trust and acceptance. Transparent communication and robust regulatory frameworks are essential for the successful adoption of drone delivery systems. Originality/value To the best of the authors’ knowledge, this study is one of the first to systematically analyse public discussions on drone deliveries in extreme contexts. It extends Unified Theory of Acceptance and Use of Technology 2 and Diffusion of Innovations theories, providing fresh insights into the factors influencing public acceptance of drone technologies. The results offer valuable guidance for developing effective policies and strategies for the adoption of drone delivery systems, contributing to the reinvention of marketing strategies in a disruptive economy.