Along with social media videos which have clocked up millions of views, respected pastors and rabbis have been caught up in the frenzy. 'People were expecting planes to suddenly fall out of the sky and their appliances to blow up or stop working. These include one where a man repeatedly says 'Jesus is coming' next to the caption 'these are the last days'. 'When a prophecy doesn’t happen, people can experience profound emotional fallout, grief, shame, even identity crises,' she said. Coping requires gentle processing of disillusionment, re-grounding in supportive relationships, and often re-establishing meaning outside of rigid belief systems.