A Review of Current Crisis Communication Efforts and the Role of Social Media in Crisis Communication in Vietnam : from the Stakeholders’ Viewpoint

Social media has grown in importance among Vietnamese people in the past five years, and as a result it has become common for stakeholders to use it to connect to companies. As a consequence of this new paradigm, various business crises have arisen on social media platforms. Some companies have even begun using social media as their primary crisis response method, but research has yet to explore how social media has changed crisis communication in Vietnam, particularly from the point-of-view of stakeholders. Most stakeholders expressed a preference for well-considered responses in traditional media to quick responses on social media, although many stakeholders want a response in social media, too. As the message matters more than the channel, Vietnamese practitioners should consider the message more thoroughly