Social Media Use in Crisis Communication in Vietnam: A Stakeholder's Viewpoint
Ly-Le, T. M. (2018). Social media use in crisis communication in Vietnam: A stakeholder’s viewpoint. Proceedings of the Fifth International Conference on Business, Management and Accounting (IBSM 2018), 259-274.
16 Pages Posted: 10 Jun 2019 Last revised: 29 Jun 2023
Date Written: 2018
Abstract
With the growing importance of social media for the Vietnamese people, in the past five years, Vietnam has seen many company or brand crises that started on social media, and some organizations have started to use social media for crisis response. However, little research has explored the use of social media in PR or in crisis communication in a Vietnamese setting, and even fewer studies were dedicated to exploring the stakeholders’ viewpoint. Therefore, this research examines the use of social media for crisis communication in Vietnamese organizations from a stakeholder’s viewpoint. By using the networked crisis communication theory (NCCT) and through a survey with 370 people in Vietnam, this research aims to understand how Vietnamese stakeholders perceive the organizations’ effort of using social media in crisis response and what they think the organizations should have done with social media during crises.
Keywords: social media, stakeholder communication, crisis communication, crisis response, Vietnam, NCCT
JEL Classification: M10, M30, M31, M39
Suggested Citation: Suggested Citation