Factors influencing the utilization of social media by enterprises in Vietnam

Information technology is increasingly developing and affecting the activities of enterprises. Enterprises are paying more attention to selecting suitable technologies to enhance competitiveness and operational e𿿿ciency. The study evaluates the factors influencing the use of social media (SM) by enterprises in Vietnam. Through surveying 619 director/business owners, business managers, and analyzing data using SmartPLS3 software, the research results indicate that the factors of competition intensity, senior management support, bandwagon e񿿿ect, competitive pressure, relative advantage, and finally, compatibility affect the use of SM by enterprises in Vietnam. The research results also show that cost-effectiveness does not have an impact. Based on the research results, the author proposes some management implications for enterprises in Vietnam in using SM.