Evolution of Crisis Communication: Exploring Organizational Perceptions and Social Media Adoption in Vietnam’s Dynamic Digital Landscape

This paper explores the evolving role of social media in crisis communication within the Vietnamese context, applying a comparative methodology to analyze data collected over two distinct time periods. By comparing findings from interviews conducted in 2018 and 2023, the study offers unique insights into the shifting perceptions of public relations practitioners regarding the use of social media in crisis management. This comparative approach not only highlights temporal changes but also enriches existing theoretical frameworks, particularly the Diffusion of Innovations (DOI) theory, by considering how media characteristics and cultural factors influence the adoption of social media in non-European crisis contexts. The study further contributes to the understanding of crisis communication by examining how these dynamics operate in a rapidly developing, non-Western nation like Vietnam, where digital transformation and social media usage are burgeoning. This work provides valuable lessons for scholars and practitioners alike, offering a deeper understanding of how social media can be more effectively integrated into crisis communication strategies in diverse cultural environments.