How Vietnamese Stakeholders View Current Social Media Use in Crisis Communication in Vietnam

Little research has explored the use of social media in PR or crisis communication in a Vietnamese setting, and even fewer studies were dedicated to exploring the stakeholders’ viewpoint. Nonetheless, social media for the Vietnamese people has gained growing importance, and in the past five years, Vietnam has seen many company- or brand-crises that started on social media, and some organizations have begun to use social media for crisis response. 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 the stakeholders think the organizations should have done with social media during crises