Social Media Practices of Vietnam-Based Public Relations Professionals

Karen E Sutherland

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Social Media Practices of Vietnam-Based Public Relations Professionals

Journal article

Open access

Peer reviewed

Social Media Practices of Vietnam-Based Public Relations Professionals

Karen E Sutherland

e-Journal of Social & Behavioural Research in Business, Vol.8(2), pp.83-95

2017

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Abstract

Marketing

Cognitive Sciences

social media

public relations

communication

Vietnam

Asia

Purpose: This study explores the perceptions, attitudes and challenges faced by Vietnam-based public relations practitioners, and considers the influence of social media on their professional practices. Design/Method/Approach: This paper first explores the literature relating to public relations and social media in Vietnam. Next, the paper analyses the findings from semi-structured interviews (six face-to-face and four via email) with 10 Vietnam-based public relations professionals regarding their current social media practices. Findings: Participants highlighted that social media has overtaken traditional media as the core method of communication used in campaigns, and that governmental controls and unpredictable audiences posed their greatest challenges. Interviewees identified Facebook as Vietnam's most popular social media platform and Instagram as cash-on-delivery shopping service. While the Vietnamese market was defined as immature, participants emphasised the need to produce impactful social media content and undertake social media monitoring to evaluate appropriate audience engagement strategies. Overall, interviewees were uncertain about the future of social media in Vietnam due to the sporadic shut down of Facebook by the Vietnamese government. Originality/Value: Social media is a pervasive part of everyday life in many countries and an important communication tool in public relations practice. However, little research has been conducted to better understand how social media has impacted public relations in developing countries such as Vietnam. This paper provides a new insight into how social media has influenced the professional practice of public relations practitioners in Vietnam.

Details

Title: Social Media Practices of Vietnam-Based Public Relations Professionals
Authors: Karen E Sutherland (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Publication details: e-Journal of Social & Behavioural Research in Business, Vol.8(2), pp.83-95
Publisher: Australian Business Education Research Association
Date published: 2017
ISSN: 1838-8485
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
Language: English
Record Identifier: 99451277502621
Output Type: Journal article

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