Social media advertising value: the case of transitional economies in Southeast Asia
William Van-Tien Dao
National Central University, Vietnam University of Commerce
Angelina Nhat Hanh Le
Vietnamese-German University
Julian Ming-Sung Cheng and Der Chao Chen
National Central University
Research background
Web 2.0-based social media has developed quickly and has attracted a large number of users in recent years (Kaplan & Haenlein 2010). Unlike traditional Web 1.0-based online media, social media allows users to communicate and interact on the internet immediately and directly with one another and with mutual friends (Correa et al.2010). As such, social media provides...