This study analyzes the social media marketing of ecommerce business in Vietnam. On the basis of a literature review, the article has built a theoretical basis according to the social media marketing framework of Felix et al. (2017). Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.
42 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 SOCIAL MEDIA MARKETING OF VIETNAMESE E-COMMERCE BUSINESS: SITUATION AND SOLUTIONS MA.Dang Phuong Linh Thuongmai University Email: dplinh@tmu.edu.vn Abstract: This study analyzes the social media marketing of e-commerce business in Vietnam On the basis of a literature review, the article has built a theoretical basis according to the social media marketing framework of Felix et al (2017) Then, secondary statistics are also analyzed to clarify the current situation of e-commerce development in Vietnam, as well as the status of social media marketing in Vietnam In-depth research by the method of expert interviews, the results have clarified the reality of this marketing activity in Vietnamese e-commerce business according to four detailed contents (scope, culture, structure and management) From there, the article proposes some solutions and recommendations for e-commerce businesses and Vietnamese state management agencies to support the promotion and management of social media marketing more effectively in the future Keywords: e-commerce, marketing, social media marketing, e-commerce business, Vietnam MARKETING QUA MẠNG XÃ HỘI CỦA CÁC DOANH NGHIỆP THƯƠNG MẠI ĐIỆN TỬ VIỆT NAM: THỰC TRẠNG VÀ GIẢI PHÁP Tóm tắt: Nghiên cứu phân tích marketing qua mạng xã hội doanh nghiệp thương mại điện tử (TMĐT) Việt Nam Trên sở tổng quan tài liệu, viết xây dựng sở lý luận theo khung marketing qua mạng xã hội Felix cộng (2017) Tiếp theo, số liệu thống kê thứ cấp phân tích để làm rõ thực trạng phát triển thương mại điện tử Việt Nam, thực trạng hoạt động marketing qua mạng xã hội Việt Nam Đi sâu nghiên cứu phương pháp vấn chuyên gia, kết làm rõ thực trạng hoạt động marketing doanh nghiệp TMĐT Việt Nam theo bốn nội dung chi tiết (cách thức tiếp cận, văn hóa, cấu trúc quản trị) Từ đó, viết đề xuất số giải pháp kiến nghị doanh nghiệp TMĐT quan quản lý nhà nước Việt Nam nhằm hỗ trợ thúc đẩy quản lý hoạt động marketing qua mạng xã hội cách hiệu lành mạnh thời gian tới Từ khoá: Thương mại điện tử, marketing, marketing qua mạng xã hội, doanh nghiệp thương mại điện tử, Việt Nam THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 43 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Introduction Since its appearance in the late 1990s, the Internet has been widely applied today on a global scale, paving the way for the development of many new technologies, as the foundation for online specialized e-commerce business models, financial transactions via internet channels, websites and mobile applications (Rose et al., 2011; Qin et al, 2014) In recent years, the world has witnessed a strong development of social networks, allowing users to exchange, interact and share information and knowledge almost instantaneously with each other; leads to changes in customer behavior, intensity and trading habits In the marketplace, e-commerce businesses are also quick to adapt, grasp trends and strongly deploy compatible marketing methods, now popularly known as social media marketing, to reach and interact with its current and potential customer sets (Felix et al., 2017; Li et al., 2021) In Vietnam, e-commerce is growing rapidly, especially from the Covid-19 crisis, with an average rate of 16%/year; in 2021, retail sales will reach 13.7 billion USD, accounting for 7% of total retail sales of consumer goods and services nationwide, up 27% compared to 2020 (Ministry of industry and trade, 2022) If the reality is that the market (e-commerce) is expanding with many models and modes of operation with support from digitization and information technology, the research in this field will slow down and not attracted the right amount of attention from the scientific community Leading to clear research gaps on e-commerce in our country This article, in the above context, focuses on an urgent current research gap on the type of social media marketing that is being widely deployed in practice, but lacks scientific research The purpose is to clarify the status and contents of social media marketing of e-commerce business; then propose solutions and recommendations to promote and improve the efficiency of this activity in Vietnam Theoretical framework of social media marketing of e-commerce businesses 2.1 E-commerce business The term E-commerce covers transactions related to the performance of financial activities, buying and selling of products and services through the Internet, Web and/or mobile applications (Qin et al., 2014; Li et al., 2021) In the theoretical basis, there is currently no unified definition of e-commerce, which has been developed and proposed by different approaches Li et al (2021) define e-commerce as “a type of business that provides services and products on electronic systems through marketing, distribution, buying and selling” Qin et al (2014) define e-commerce as “the process in which traditional commercial activities are carried out by electronic means” Poon and Swatman (1999), according to the new electronic technology approach, define e-commerce as “the sharing of business information, the maintenance of business relationships and the conduct of business transactions by electronic technology based on the Internet” From the above concepts of e-commerce, e-commerce business refer to businesses that specialize in electronic transactions of buying and selling goods and services with customers via the Internet This is an online business model in which the operational structure includes: exchange, purchase, sale, production, sales, marketing and distribution of products and services of participants through the internet system E-commerce businesses operate in different market segments and can be conducted on computers, tablets, smartphones and other smart devices All products and services are available through e-commerce transactions, including books, music, airline tickets, and financial services such as stock investments and 44 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 online banking Business will post (directly or indirectly by suppliers) information about products and services on their e-commerce website, in accordance with the classification of transaction products and services From there, buyers will search for products that match their needs and make payments directly when receiving products, or through other online payment methods such as Visa - Master bank card, PayPal, Amazon Pay, eBay, Google Pay, Apple Pay The development of science and technology promotes the e-commerce business model on the basis of advantages brought to both businesses and customers (Rose et al., 2011) Specifically, for businesses, e-commerce provides marketing and sales channels with a worldwide customer base; allows to save time and costs of business operations through electronic transactions; at the same time, the e-commerce system establishes and maintains a presence on the web, from which businesses affirm their position, identity and brand image, contributing to competitive advantages; as well as increasing the ability to learn, absorb and manage knowledge in the busines (Aydemir, 2013) On the other hand, for customers, e-commerce facilitates the shopping experience, takes less time, and is more convenient with rich product information available on e-commerce websites (Rose et al., 2011) Besides the benefits, e-commerce also comes with some risks and limitations E-commerce risks are classified into basic categories (Forsythe cộng sự, 2007): financial risks related to payment information and personal data when performing online transactions; product risks including problems related to product misidentification and high delivery charges; time and convenience risks associated with delivery delays and unreliable e-commerce sites Besides risks, e-commerce also has limitations such as: customers cannot directly experience products, lack of human interaction, difficulties in database integration and new technology changes (Lacka and Kai, 2014) 2.2 Social media marketing In marketing, social networks are platforms in which people build networks and share information and/or affection with each other (Kaplan and Haenlein, 2010) The special nature of social networks is dynamism, the ability to connect widely and equally among interacting groups (Peters et al., 2013); thereby creating fundamental changes to the marketing activities of business, forming social media marketing Specifically, social media marketing is understood as including marketing techniques to promote products and services using social media platforms and social media websites (Felix et al., 2017) This is a method to realize advertising activities for products and services by using social media channels on the internet Accordingly, social media marketing is considered an online platform that connects business brands with consumers, and provides a channel to connect, interact, build brands and share information on social media even user-centric Social media marketing provides businesses with ways to reach a larger audience, increase their ability to attract new leads, and interact with existing customers (Peters et al., 2013; Felix et al., 2017) Through social media marketing, businesses can create an authentic connection with potential customers instead of just conveying direct marketing messages Therefore, it is a great tool to effectively influence, attract and engage customers Another benefit of social media marketing is its broader reach Resources on social media channels are larger and broader than offline sources Social media marketing reinforces transparency within the company Media data can serve as an important source of information for customer analysis, market research, and new ideas from the Community, simultaneously capture and create value, develop new strategic resources, improve marketing effectiveness THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 45 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 However, social media marketing also has some risks and disadvantages (Li et al., 2021), including: first, the open space of the social network environment, businesses can be affected, by negative reviews from customers, thereby affecting business activities of business Second, information is easily misleading, social media platforms are full of fake news, not verify authenticity or validity This has a significant impact on the company’s stock value and loss of potential customers Third, cybersecurity risks - social media accounts can breach network security, violate customer confidentiality, leak intellectual property, and violate policy or corporate code of conduct Figure 1: Theoretical framework of social media marketing Source: Felix et al (2017, page 4) Social media marketing is considered a revolution of marketing and promotion, allowing e-commerce businesses to have a huge impact on the needs of customers globally and is an effective method to promote products and services Felix et al (2017) develop a theoretical framework for social media marketing, focusing on four contents including: scope (defender or explorer), culture (conservatism or modernism), structure (hierarchies or networks) and governance (autocracy or arnachy) In terms of scope, e-commerce businesses using social media marketing have two basic approaches to target audiences The first is a defender scope, whereby social media marketing acts primarily as a one-way communication tool Businesses use social media marketing as a pure communication tool to deliver content to customers, communities or employees However, this method only focuses on the retail customer aspect, so there are many limitations when applied in the B2B market Second, the explorer scope to comprehensive interaction as a true collaboration tool, focusing on leveraging the potential for collaboration and integration 46 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 of technology into social media marketing, while emphasizing two-way interaction with various stakeholders such as customers, employees, suppliers and government agencies The explorer scope facilitates fully open, two-way integrated communication and collaboration, rather than just one-way information transmission This scope has many advantages over the conservative scope, and the potential for comprehensive growth in both B2C and B2B markets than the protective approaches, and at the same time, is suitable for development needs of the digital age In terms of social media marketing culture, there are also two different streams The conservatism culture exhibits an encapsulated, internally focused and risk-averse nature; therefore almost incompatible with the type of social media marketing Modernism marketing culture is characterized by flexibility, valuing customer engagement on social networking sites even though these opinions are contrary to the message intentions of the company However, this approach also presents certain risks, because of the open space and dynamic characteristics of modernism culture, customers have many opportunities to control many aspects of the content business posting on social media Therefore, e-commerce businesses must develop methods to evaluate the level of ownership they claim for marketing messages on social networking platforms Regarding the structure of social media marketing, this content refers to the organization and division of social media marketing tasks within the business The social media marketing structure defines individual roles and responsibilities for the maintenance of online platforms There are two main types of structures Firstly, the hierarchical structure represents a centralized social media marketing structure, for example an e-commerce busines with a high need for control and an organization with an almost military nature The advantage of this type of structure is transparent control over a business’s social media activities, when content ownership and overall social media maintenance is delegated to a specific department Other entities and departments must get permission before uploading content, such as human resources who want to run apps through Twitter, they must contact social media Secondly, the network structure represents a type of social media marketing structure with fragmentation, decentralization, decentralization, and cross-functional control The idea of a network structure for social media marketing emphasizes that marketing activities are the shared responsibility of all departments and therefore a dedicated social media marketing director is no longer necessary again This structure is similar to the modern quality management structure, where quality is the job of every employee in the busines, not simply the goal of a “quality department” Social media marketing management refers to how an e-commerce business establishes a set of rules and guidelines, as well as a way to control responsibilities for social media marketing within the business, including: autocratic and liberal governance In the autocratic model of social media marketing management, a department or person is given full control and control of social media marketing and at the same time establish precise regulations on the duties of each individual in the company for interactions on social networking platforms In contrast, the state of freedom manifests itself in the form of business freedom, in which there are no specific rules or guidelines that specify, departments/employees are responsible for participating in social media marketing activities and are free to act as they please on social media platforms THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 47 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Research methodology In order to carry out the research according to the theoretical framework built above, two basic research methods are deployed, namely the method of synthesis and analysis of documents and the method of expert interview corresponding to two types of primary and secondary data are collected and used Secondary data is collected through secondary sources including scientific articles, research papers of domestic and foreign researchers, books, journals, reports and mass media sources They aim to build a theoretical basis and actual data for research At the same time, the collected data will be the basis for building the interview questionnaire for primary collection Primary data source was collected by conducting in-depth interviews with online marketing experts, leaders and marketing managers of a number of e-commerce businesses Under the purposeful sampling strategy, experts are recruited according to their job position, experience, and direct exposure to social media marketing activities in the real industry context The research conducted in-depth interviews with 16 marketing experts from typical businesses (Mobile World, Dien May Xanh, FPT Shop, Tiki, Shopee, VNP Group, Lazada, Sendo) in Vietnam The experts interviewed came from a list of social media marketing experts identified through management magazines, business magazine interviews or because they are mentioned as experts with knowledge and experience in personal communication and marketing development orientation for e-commerce businesses After the information and data sources were fully collected, a number of qualitative analysis methods by interview method and case analysis method were conducted Situation analysis is a set of methods used to analyze an organization’s internal and external environment in order to understand the organization’s capabilities, customers, business environment, these data help the author grasp the current situation of e-commerce development in general and the form of social media marketing in particular in Vietnam The obtained statistical data will then be analyzed using quantitative analysis methods, from which the author can devise integrated strategies to address the limitations and related backlog issues to the form of marketing via social networks in e-commerce business Result and discussion 4.1 Situation of e-commerce development in Vietnam With the growing popularity and importance of e-commerce itself, the number of people actively shopping online has grown significantly According to the General statistics Office (2022), the service and tourism industries, including resort and catering, will decline sharply in 2021 due to the impact of the Covid epidemic, and the trading and retail sectors will decrease by 0.21 %, industries are still loading, warehousing decreased by nearly 5.02% compared to the same period in 2020 In general, in 2021, the operation of the commerce, communication and service industries in general will be strongly affected, the economy will be affected Accordingly, Vietnam’s economy also achieved the lowest growth rate in the past 30 years, at only 2.58% However, in the same period in 2021, under the strong impact of the Covid pandemic, the e-commerce industry made strong progress, keeping the growth rate stable at 16% Vietnam compared to other Southeast Asian countries is considered as one of the countries with a prominently developed e-commerce retail market, second only to Indonesia As of March 2022, an additional 1,446 electronic exchanges have entered the retail market in Vietnam; The proportion of revenue of the retailing of goods and services on e-commerce floors increased by 27% over the same period last year (Ministry of industry and trade, 2022) 48 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 In 2022, the average annual growth in the number of online shoppers in e-commerce over the monitored period 2017 - 2022 will increase at an average rate of 1.09%, reaching from 57-60 million based on on forecast The estimated value of one person’s online shopping is estimated to reach $260-285 in 2022, an increase of 1.14% compared to 2021 According to a report of the Department of E-commerce and Digital Economy - Ministry of Industry and Trade, compared to the total retail sales of consumer goods and services nationwide, the proportion of B2C e-commerce revenue will reach about 7.2%-7.8% in 2022 and the goal by 2025 will reach 10% of the total retail market revenue in Vietnam The percentage of people using the Internet is forecasted to increase by 2%, reaching 75% in 2022 These figures show an overview of the development status of Vietnam’s e-commerce, in which, this market is in a strong development phase and is reported to continue to grow at a high rate in the near future The e-commerce market in Vietnam is not only growing rapidly in size, but also expanding in many aspects Firstly, the e-commerce market in Vietnam offers a variety of products Secondly, building many utilities and improving the shopping experience on customers’ multi-platform systems, customers can experience shopping on websites and mobile applications According to the statistics of Ministry of industry and trade (2022), There are 29,370 websites and 999 electronic trading floors nationwide Thirdly, it is more convenient to integrate direct payment systems, eg COD and online shipping, e.g debit, credit card payments, Apple Pay Paypal However, there are still some limitations Firstly, e-commerce floors only focus on business activities in the center, big cities without expanding to smaller markets such as: communes and rural districts Secondly, the value of goods and services bought and sold on online platforms has a relatively small exchange value with about 70.4% of goods and services valued at less than million VND Thirdly, information security issues need to be paid more attention 4.2 Current status of social media marketing activities in Vietnam The medium for social media marketing is made up of internet-related applications based on Web principles of technology and ideology, allowing content to be produced and shared Due to the interactive characteristics of social networks, which allow for knowledge sharing, collaborative activities and greater community participation compared to marketing media formats such as radio, TV and newspaper Therefore, social media marketing is considered to be the most important communication channel to spread brand information, including blogs, internet forums, consumer review sites, social networking sites (Twitter, Bloggers, LinkedIn and Facebook) In Vietnam, according to the report of VCCI (2021), the number of active social media users reached 65 million people, accounting for 67% of the total population, and this number is expected to continue to grow rapidly in the coming time Social media users are also very active Accordingly, the average time a Vietnamese uses a social network is hours 22 minutes and 89% of internet users have joined or contributed to a social network in the last one month The most used social network in Vietnam is Facebook, accounting for 98% of the market, followed by Youtube with 89% and Zalo accounting for 74% of Internet users In addition, Instagram, Tiktok, Printerest are also attracting many users, especially Z generation Besides, to entertainment purposes, social networks also play an important role when up to 58% of users when they use it for business purposes Besides the popular global social THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 49 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 networks mentioned above, in Vietnam, there are also many smaller-scale social networks in the country, mainly in the form of forums such as Otofun, Tinhte, Webtretho, Lamchame, etc or some new forums appeared recently such as Hahalolo, Gapo, Lotus, etc The number of users increases, the customer file is increasingly expanding for e-commerce businesses and high ability to interact and share information, showing that social media marketing play an important role in the promotion strategy for e-commerce businesses Social media marketing in Vietnam thrives because it meets three core values: connection, interaction, and customer data First, social networks have proven to be extremely effective, acting as a bridge and an online marketing channel to advertise to customers This is also the most popular form of marketing with more than 94% of large and medium business and 79% of small businesses reporting using social networks as a marketing channel for products and services According to Statista, spending on social media marketing is expected to double, from $36 million in 2017 to $76 million in 2024 Second, interacting and exchanging products and services on social networks is always highly effective According to the E-commerce White Paper of the Department of E-commerce and Digital Economy in 2022, 42% of consumers participating in the survey participate in interactive activities and make purchases through social networking sites such as Facebook, Tiktok, higher compared with the rate of 2020 (33%) Therefore, the efficiency of business activities via social networks is also appreciated compared to other online trading platforms Specifically, 57% of businesses participating in business activities via social networks, 42.4% of websites and applications providing e-commerce services have revenue from advertising fees via social networks and social media trends The direction of businesses participating in social media marketing activities is reported to continue to increase over the years Third, social networks also have the effect of supporting other e-commerce platforms when the effectiveness of social media marketing affects the traffic volume and competitiveness of the exchanges (YouNet Media and Iprice Group) The reason for this result is because social networks have an impact on every stage of customer buying behavior, and are also an important communication channel for businesses to introduce products to customers and connect customers together In terms of the growth potential of social commerce, according to VCCI, global social commerce revenue will reach $22 billion in 2019, forecast to grow more than 200% over the next years, to $67 billion in 2023 Therefore, surveying consumers about shopping habits, 70% of buyers said they search for information about an item on Facebook, Twitter, Instagram, or Snapchat In recent years, social networking platforms have been providing more utilities for businesses to take advantage of and turn it into an effective tool in marketing For example, in 2016, Facebook experimented with a marketplace product introduction booth, allowing to display information and images about items to buyers and exchange information with customers through various methods different communication methods Similarly, Zalo also has Zalo Shop feature, which helps businesses create a virtual store displaying many items, relatively complete communication about their goods, prices, business information, shipping policies to customers It can be seen that the common point of social networks when developing e-commerce at this time is to provide features to post products with detailed information (price, product description information and other information) At the same time, social networks also provide utilities in finding information about products, exchanging information and making transactions with sellers right on the platforms 4.3 Actual situation of implementing social media marketing content in e-commerce businesses in Vietnam 50 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 In-depth analysis of the current situation of social media marketing in e-commerce business in Vietnam according to the developed theoretical framework, the interview results show that: The reality of the scope, according to the results of in-depth interviews, shows that the majority of e-commerce businesses in Vietnam focus on using the explorer scope rather than the defensive scope Firstly, when it comes to the defensive scope, in general, social networking sites only act as a static marketing tool, ie the main purpose is still to focus on one-way presentation of general information about products and services, but has not yet integrated online support tools to provide two-way interactions between customers and businesses Large business in Vietnam still use this strategy as a brand protection strategy For example, Apple’s promotion strategy in Vietnam market, Apple’s marketing does not focus on increasing RAM of iOS devices by copying other brands This gives tech-savvy people confidence in brand quality According to experts, a defensive scope is the simplest way to protect a business’s position through efforts to neutralize the various effects of rival businesses For example, almost all beauty brands in the Vietnamese market have incorporated marketing of organic products to counter the growing popularity of purely organic brands This increases the product range and helps the business grow at the same time However, the discovery strategy is still applied by nearly 60% of e-commerce businesses in Vietnam because: firstly, in the context of the limited means of communication on social networks, it is necessary to focus on to develop a social busines A social busines means a business that has extended interactions with its customers One airline in Asia, for example, used social media not only as an external communication tool, but also as an internal communication tool They integrate business activities and processes with social networks, thereby improving business performance Secondly, according to experts, the use of social networks is not only from a marketing perspective but is also more holisticly, the explorer scope From there, social media can be used for many different purposes According to statistics, the number of Facebook users in 2021 will reach 65.56 million people, Youtube with 66.33 million people and Zalo with 62 million people, businesses need an open and flexible approach to create meaningful interactions on these social networks to maximize the benefits achieved, therefore, the discovery approach has been adopted by most of the small and medium business B2B marketing statistics show nearly a third of B2B professionals think that selling via social media allows them to build deeper and better relationships with their clients and customers Social media marketing events further show that up to 70% of B2B companies find that the explorer scope helps in better lead generation and conversions The current state of culture in social media marketing, according to experts interviewed, conservatism is less applied by e-commerce businesses, especially young businesses Industry experts say this trend occurs because the conservative culture is mostly internally focused Employees and senior management have not formed the necessary confidence in the success of social media marketing, and have not formed strategies to accept and deal with the risks that this activity poses can bring And this is also the most important thing, senior managers must be convinced, from which they can build a suitable and effective social media marketing strategy For businesses that adopt a modern culture, it shows that they can reach a more diverse set of customers According to statistics, the number of active visitors on social networks reaches 56.6% of the total population, by 2022, about 72% of the Vietnamese population THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 51 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 uses social networks Therefore, in order to promote the effectiveness of marketing activities, more than 67.8% of e-commerce businesses have applied modern culture to their marketing strategies B2B social media statistics show that the vast majority of B2B and B2C marketers choose Facebook as their primary advertising medium, with 89% and 96% of them active on the platform respectively The second most popular platform is LinkedIn, used by 81% of B2B marketers and 53% of B2C marketers The third place goes to Instagram, where B2C advertisers lead, with 83% using the platform, compared to 72% for B2B marketers However, due to the openness of synergism, as opposed to traditional media, consumers and customers can control many aspects of the content a company posts on social media Therefore, e-commerce businesses are forced to have policies to re-evaluate the necessary level of ownership for marketing messages on these platforms As a business, it’s important to consider what brand image or content will be marketed on social media When a business uploads a message, it is likely to be falsified in some way as a fake or prank, i n a positive light, the business is attracting attention However, there should also be controls to protect the image and brand of the business In 2019, around 66% of social shoppers said they wrote an online review at least once, while 2020 saw a massive increase in online reviews, with 72% of consumers Social media users report that they have written online reviews for local businesses Therefore, applying modern culture in marketing strategy will make it easier for businesses to deal with customer reviews The current state of structure in social media marketing: Although many interviewees underestimated the hierarchical structure, this is the current common structure in e-commerce businesses for their marketing activities but some of the perceived advantages in the hierarchical social media marketing structure mentioned include: content ownership and overall social media retention should be assigned to one department only For a hierarchical marketing structure, an effective marketing strategy requires a KPI (key performance indicator), 30% of marketing professionals list KPIs as the top control over marketing activity When talking about the structure of social media marketing, there is a view of experts that: Social media marketing should be a function that crosses all processes and parts of the organization, and therefore, must have the supervisor Marketing director or special specialist will take on the leadership role And then it can take five or ten years for the marketing to merge into the sub-fields of the business According to the network structure, the skills required by a customer relationship manager will be integrated with social skills, including social media marketing After that, the business will no longer need social media specialists, which will only be part of the job descriptions in the respective jobs The experts in the responses from the in-depth interviews assessed the advantage of the network structure (compared to the hierarchical structure) For example, respondents emphasized the importance of a “flat hierarchy” and the belief that “social media works best as an interdepartmental structure.” 90% of business owners and marketing professionals say that this marketing structure can promote increased brand exposure between businesses and customers through social networks, pushing the brand’s image to the top positions more competitive advantage According to GlobalWebIndex, 54% of internet users use social networks to research products 33% of internet users prefer to contact a brand via social media rather than calling a call center directly At the same time, 77% of marketing experts assess that social networking can have an impact on increasing traffic on business websites 52 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Therefore, this requires cooperation between departments such as customer care, sales in the enterprise rather than with a specific department The reality of social media marketing management, the results of expert interviews show that most of the e-commerce businesses are currently following the autocratic management model Several experts interviewed emphasized the importance of guidelines and policies for employees to determine who in an e-commerce business is empowered to market their respective areas and content through specified society websites Interviewed experts revealed a paradox of the management of social media marketing activities, in which the number of authorized personnel performing social media tasks is negatively correlated with the need for rules and guidelines set forth by top management Therefore, to increase the quality of communication, the communication team must be well-trained and professional Social media can be a powerful tool for increasing brand exposure, with social media traffic statistics indicating this type of marketing is an effective way to drive traffic to business websites 58.5% of marketing professionals say that social media is very important to the overall marketing strategy As a result, e-commerce businesses should establish guiding policies that define certain fundamentals and make policy non-compliance a serious penalty If this is not determined, it will be difficult to infer the consequences of misconduct, because the employee may say that he does not know the consequences It can be overcome by clear binding principles when signing a contract between an employee and an e-commerce enterprise Interviewees also emphasized the importance of employee training to enhance the effectiveness of social media marketing guidelines Effective training in social media marketing activities can bring a commercial enterprise closer to the “autocratic” pole of the social media marketing management aspect, but the interviewees agreed note that without adequate training, the quality and professionalism of social media marketing will suffer Solutions and recommendations On the basis of analyzing the current status of social media marketing of e-commerce businesses in Vietnam, the article proposes some solutions and recommendations as follows: Solutions for Vietnamese e-commerce businesses Regarding human resources, Vietnamese e-commerce enterprises need to develop measures to formalize guidelines for social media marketing activities by involving employees in creating out these instructions and thus accelerate their acquisition Being proactive in the training process can give employees more freedom and autonomy as their knowledge of business processes allows them to make their own decisions In terms of strategy, first of all, e-commerce businesses need to build knowledge about customers and the social networking platforms that their customers frequently use Second, they should build their brand identity, including the marketing message that the business wants to convey and the response from customers that the business expects to receive Third, build the right content marketing strategy While there is a degree of spontaneity on social media, e-commerce businesses need structured content strategies so that they can have a consistent and regular voice to create quality content Using trends and technologies to improve marketing performance, recommendations are made to develop marketing strategies, including: Chatbots - provide a record of user interaction; Attach videos and advertising content In fact, 94% of marketers say that using video content has helped improve users’ understanding of a product or service THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 53 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Some recommendations to the state and relevant agencies The first, support from the main source: currently, the budget of e-commerce businesses for social media marketing accounts for a very small part compared to the economic potential that these websites can bring Therefore, in order to further promote these businesses’ activities on social networking sites, the state needs to build support funds, reduce loan interest rates and have supportive financial policies for e-commerce businesses, especially small and medium enterprises The second, develop regulations on the use of celebrity images for marketing activities on social networks Marketers use celebrity images to make advertising believable and increase consumer awareness of the brand However, once a direct link has been established from a celebrity to a brand, negative information about that celebrity can affect the brand of the business To protect the interests of businesses and customers, the state needs to put in place regulations that businesses and celebrities must clearly indicate which advertisements contain commercial and non-commercial information The third, the state’s strict control over commercial advertising information posted on social networking sites This not only minimizes the possibility of receiving false information, but also reduces the possibility of creating conflicts between e-commerce businesses and customers In addition, this will ensure that there is a standard that social network users must follow, improving network security The fourth, develop clear commercial standards on social media platforms Specify the items that are allowed and not allowed to be traded on social networking sites Business associations can act as a bridge between e-commerce enterprises and the state to convey necessary information, to remove inappropriate items, not allowed to be marketed nor posted on social networks The last but not least, develop specific and strict regulations and processes for tax management and customs procedures for e-commerce goods There should be flexible and clear regimes for registration, declaration and tax payment for e-commerce enterprises This will make it easier for e-commerce businesses to manage online business activities Conclusion A long with the development of electronic science and technology, social networks are becoming an indispensable part of the daily lives of a large part of the global population; thereby forming a type of social media marketing that businesses, especially e-commerce businesses, have strongly and effectively deployed in recent times The research results have clarified the theoretical basis of e-commerce and social media marketing in businesses At the same time, the study analyzed the current status of social media marketing of Vietnamese e-commerce businesses, especially analyzed the status of the component content according to social media marketing theory framework of Felix et al (2017) Simultaneously, this research recommendation to improve the effectiveness of marketing activities for e-commerce businesses in Vietnam market In general, social media marketing contents are interdependent, so e-commerce businesses need to position themselves on all four of these contents (scope, culture, structure and governance) in an integrated way, rather than just isolated, independent decisions A flexible combination of four contents of social media marketing is necessary for e-commerce businesses to successfully deploy it in the current competitive and digital era 54 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI” LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 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