Pestel MKT302 GLOBAL MARKETING

(+) Second, Vietnam puts pressure on global social media behemoths such as Facebook and Google to comply with local legislation. Facebook and Google, respectively, have complied with 7075% and 8085% of government requests, including the removal antigovernment films. (“The Political Economy of Social Media in Vietnam,” 2019) () However, they have not established servers or representative offices in Vietnam and have refused certain requests. (“The Political Economy of Social Media in Vietnam,” 2019)

Macro environment factors: following PESTLE models

Components(+) Positive Impacts and (-) Negative Impacts

(+) Second, Vietnam puts pressure on global social media behemoths such as Facebook and Google to comply with local legislation Facebook and Google, respectively, have complied with 70-75% and 80-85% of government

requests, including the removal anti-government films (“The Political Economy of Social Media in Vietnam,” 2019) (-) However, they have not established servers or

representative offices in Vietnam and have refused certain requests (“The Political Economy of Social Media in

Vietnam,” 2019)

Economic (+) Advertising revenue in Vietnam rose 12.7 percent year-on-year in 2022, ranking it second in ASEAN, according to Statista, an online platform specializing in market and consumer data.

(+) In Vietnam, spending on digital advertising is

increasing, going from $136.1 million in 2018 to $227.4 million in 2020 Facebook and Zalo are the most popular social media outlets for businesses, with Facebook reaching 95% of respondents and Zalo reaching 86% 72% of

Vietnamese Facebook users follow businesses to learn about promotions or campaigns, whereas 24% mistakenly

click on Facebook ads (Summary of Vietnam Digital Advertising 2018-2022, 2021).

(+) Vietnam's economy has achieved incredible progress, moving from being one of the poorest in the early 1990s to outperforming its neighbors in 2019 with 7% GDP growth (+) Despite the global pandemic's impact, Vietnam's foreign direct investment (FDI) remained resilient, falling just 15.5% in 2020, followed by a 4.4% year-over-year increase in September 2021.

(+) Because of economical services and a tech-savvy youthful population, Vietnam has broad internet access, even in distant locations Vietnamese people quickly

embrace the internet and incorporate it into their everyday routines, with over 46.7 million active Facebook

members (Marketing in Vietnam: Possibilities and Challenges, 2023).

(+) The Vietnamese population takes research seriously, with 46.3% of individuals visiting brands' websites to research products and services before making an online purchase The digital content you create and distribute is becoming increasingly important (Tran, 2023).

(-) Nowadays consumer has lost their belief in the advertising business because of the exaggeration of advertisement (Tran, 2023).

(+) UCG can help push the transfer website is higher than the campaign or Website that does not use UCG.

(+) Based on some statistics from Econsultancy there is 61% of customer read a review online before buying

products and also 63% of customer have a potential to buy products on previous users’ website.

(+) Short videos will dominate social media Because of the following three data, short-form video is positioned to become a primary advertising format that 68% of people would rather view a video that is less than one minute long,49% of users prefer videos that are less than one minute long and 66% of study respondents prefer video advertisements that are less than 30 seconds long (Tran, 2023).

(+) In 2024, the focus will shift towards commercialization, nationwide 5G development to establish infrastructure for industrial applications, and the development of narrow AI applications for specific sectors.

(+) AI helps marketers in creating media and developing high-quality content, helps in producing images and videos with a fanatic speed such as Canva and plays a vital role in maximizing a campaign on platforms such as Google ads and social media AI can analyze data and make it

maximize such as keywords, titles, and budgets.

Legal (+) Advertising more for specific products such as banning tobacco, Alcohol containing 15° or more advertising,

advertising breast milk substitutes for children under 24 months of age and also the products are prohibited from advertising nutritional supplements for children under six

months old, and medicines models and artificial pharmaceuticals.

(+) The general conditions of the business advertising market are business must have a business registration certificate and the product which influences health requires a certificate of compliance with standards from a state agency.

(+) Advertising law and duties which is the advertisers have a responsibility to ensure the quality of products and services which suitable for the advertisement content (-) In 2020, Google has blocked or deleted 3,1 trillion advertisements that violate policy In the deleted

advertisement, there are 867 million content that makes use of an advertising system to get people to click.

(-)Using the celebrity’s images in advertisements with a lack of responsibilities, unprofessional can cause

consumers to believe in the prestige of the celebritíes and misunderstand the use of the product

(-) There is a lack of post about climate change on social media each month only 2- 3 newspapers mention this topic (Tran, 2021).

(-) Social media only focuses on the influence of climate change and disaster in agriculture, while the influences of climate change on health are also important.

(-) The current information transmission channel for climate change is inadequate because it does not fully exploit the role of the Internet and social media, particularly social networks While traditional forms of news confront several problems, their audience is declining.