title: Crisis entrepreneurship: To be a robust link in the chain
abstract: Social initiatives mobilised to respond to the humanitarian crisis of the Russian invasion of Ukraine are explored in this study.It focuses on exceptional direct communication with beneficiaries using social media and chatbots.It highlights the significance of volunteers and former aid recipients who can become contributors.The paper introduces the "link in the chain" principle, emphasising enhanced specialisation and tasks distribution among stakeholders.It also defines the long-term essential 