Digital Marketing and Social Entrepreneurship in Vietnam

Abstract

Digital marketing is becoming the dominant marketing communication method for companies and consumers around the world. The reason for this is due to the real time communication advantages that make it an effective marketing method. The aim of this chapter is to focus on how digital marketing relates to social entrepreneurship in Vietnam, thereby offering a new perspective on the role of social entrepreneurship in developing digital marketing techniques. This will contribute to the existing literature on digital marketing and social entrepreneurship by extending it to an emerging economy setting. Implications for practitioners and policymakers are given that highlight the need for more social enterprises to incorporate digital marketing techniques.

Citation

Le, N. and Ratten, V. (2021), "Digital Marketing and Social Entrepreneurship in Vietnam", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Leeds, pp. 41-64. https://doi.org/10.1108/978-1-80071-348-220211003