This study aimed to develop some criteria to assess the impact of social media on the online business activities of Vietnamese enterprises. As the country’s e-commerce has been experiencing phenomenal growth, to assess the impact of social media on the same, we designed a questionnaire to assess five criteria based on relevant studies and collected data from 356 respondents in the positions of Head and Deputy of sales, marketing, and customer services departments of 80 typical and small and medium e-commerce enterprises. The results showed that Vietnamese enterprises did not know how to use the loyal customer community to influence potential customers on social networks and leverage the intelligence and creativity of customers for business operations. In addition, most Vietnamese enterprises spent a large sum of money on social networking activities but had low interaction because they often used too much text and very little visual content. To the best of our knowledge, this is the first study that attempted to identify the criteria for assessing the impact of social media on the online businesses of Vietnamese enterprises. Emphasizing that social networks have become an important channel for the business of Vietnamese enterprises, the study provides researchers and enterprises with a broader and deeper understanding of how social media can be better utilized to create a positive impact in promoting online business activity.

1. Abeza, G., O'Reilly, N., Finch, D., Séguin, B., & Nadeau, J. (2020). The role of social media in the co-creation of value in relationship marketing: A multi-domain study. Journal of Strategic Marketing, 28(6), 472–493. https://doi.org/10.1080/0965254X.2018.1540496
2. Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analyzing the effect of social media on brand attitude and purchase intention: The Case of Iran Khodro Company. Procedia - Social and Behavioral Sciences, 143, 822–826. https://doi.org/10.1016/j.sbspro.2014.07.483
3. Achen, R. M. (2017). Measuring social media marketing: Moving towards a relationship-marketing approach. Managing Sport and Leisure, 22(1), 33–53. https://doi.org/10.1080/23750472.2017.1379883
4. Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35–67. https://doi.org/10.1080/15332861.2011.558456
5. Andzulis, J. “Mick,” Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305–316. https://doi.org/10.2753/PSS0885-3134320302
6. Aral, S., & Walker, D. (2011). Creating social contagion through viral product design: A randomized trial of peer influence in networks. Management Science, 57(9), 1623–1639. https://doi.org/10.1287/mnsc.1110.1421
7. Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
8. Bove, R. (2006). Estimation and sample size determination for finite populations (10th ed.). The West Chester University of Pennsylvania. http://courses.wcupa.edu/rbove/Berenson/10th%20ed%20CD-ROM%20topics/section8_7.pdf
9. Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
10. Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1–2), 82–102. https://doi.org/10.1080/13527266.2013.797764
11. Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222
12. Drucker, P. F. (1963, May 1). Managing for business effectiveness. Harvard Business Review. https://hbr.org/1963/05/managing-for-business-effectiveness
13. Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
14. Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/10.1016/j.intmar.2013.09.004 15) Hair, J. F., Black, W., Babin, B., Anderson, R., & Tatham, R. L. (2006). Mutivariate data analysis. Pearson Prentice Hall.
15. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149 –165. https://doi.org/10.1016/j.intmar.2013.12.002
16. Ilavarasan, V., Kar, A., & Gupta, M. P. (2018). Social media and business practices in emerging markets: Still unexplored. Journal of Advances in Management Research, 15(2), 110–114. https://doi.org/10.1108/JAMR-05-2018-111
17. Kaur, T., & Zafar, S. (2014). Impact of social media on HR functions: A review. Prabandhan: Indian Journal of Management, 7(3), 26–34. https://doi.org/10.17010/pijom/2014/v7i3/59279
18. Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments : The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003
19. Lou, C., & Yuan, S. (2019). Influencer marketing : How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
20. Meesala, A., Vani, H., & Diana, D. (2015). The influence of social focus values on performance and competency: A study on select organizations in Telangana State. Prabandhan: Indian Journal of Management, 8(3), 23–32. https://doi.org/10.17010/pijom/2015/v8i3/61287
21. Nam, S., Manchanda, P., & Chintagunta, P. K. (2010). The effect of signal quality and contiguous word of mouth on customer acquisition for a video-on-demand service. Marketing Science, 29(4), 690–700. https://doi.org/10.1287/mksc.1090.0550
22. Park, H., & Kim, Y.-K. (2014). The role of social network websites in the consumer–brand relationship. Journal of Retailing and Consumer Services, 21(4), 460–467. https://doi.org/10.1016/j.jretconser.2014.03.011
23. Pentina, I., Guilloux, V., & Micu, A. C. (2018). Exploring social media engagement behaviors in the context of luxury brands. Journal of Advertising, 47(1), 55–69. https://doi.org/10.1080/00913367.2017.1405756
24. Qualman, E. (2009). Socialnomics: How social media transforms the way we live and do business. https://doi.org/10.5860/choice.48-1576
25. Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566. https://doi.org/10.1007/s11747-013-0326-9
26. Shimpi, S. S. (2018). Social media as an effective marketing tool: An empirical study. Indian Journal of Marketing, 48(7), 36–50. https://doi.org/10.17010/ijom/2018/v48/i7/129725
27. Siji, S. (2021). Social commerce of Indian customers: Role of social media usage. Indian Journal of Marketing, 51(8), 26–38. https://doi.org/10.17010/ijom/2021/v51/i8/165760
28. Tabachnick, B., & Fidell, L. S. (2007). Using multivariate statistics. Allyn & Bacon.
29. Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia - Social and Behavioral Sciences, 148, 7–15. https://doi.org/10.1016/j.sbspro.2014.07.009
30. Trainor, K. J. (2012). Relating social media technologies to performance : A capabilities-based perspective. Journal of Personal Selling & Sales Management, 32(3), 317–331. https://doi.org/10.2753/PSS0885-3134320303
31. Vale, L., & Fernandes, T. (2018). Social media and sports : Driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37–55. https://doi.org/10.1080/0965254X.2017.1359655
32. Xie, X., & Jia, Y. (2016). Consumer involvement in new product development: A case study from the online virtual community. Psychology & Marketing, 33(12), 1187–1194. https://doi.org/10.1002/mar.20956
33. Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16–28. https://doi.org/10.17010/ijom/2017/v47/i3/111420
34. Zadeh, A. H., Zolfagharian, M., & Hofacker, C. F. (2019). Customer–customer value co-creation in social media: Conceptualization and antecedents. Journal of Strategic Marketing, 27(4), 283–302. https://doi.org/10.1080/0965254X.2017.1344289