On April 9, 2022, Faculty of Business Administration successfully organized a workshop about "Social media and business performance" with the focus on the role of social media and marketing capabilities in the performance of small and medium companies in Ho Chi Minh City.
The workshop was honored to have the participation of Assoc.Prof.Dr. Pham Thi Minh Ly; the representatives of more than 20 reputable enterprises in many fields in Vietnam; lecturers and staff of the Faculty of Business Administration.
In the context of many traditional businesses in Ho Chi Minh City who are strongly implementing digital transformation, the two important questions are how online social media affects the business and whether analog media maintains its influence or not? According to the resource-based theory, Dr. Phung Minh Tuan specifically presented the basis for constructing a research model demonstrating the relationship between social media activities (including online and offline forms), marketing capability (including innovation and branding), influencing the business performance. The study suggests that small and medium enterprises in Ho Chi Minh City should focus on invest their resources in digital media activities so as to improve their marketing capability and thus enhance their business performance.
The workshop witnessed a lively discussion about the results of the research paper and the possibility of application in practice, in order to improve business performance through social media, especially for small and medium-sized businesses who are negatively affected by the Covid-19 pandemic. The representatives of businesses also expressed the necessity and urgency of the research results in the current context and the importance of carrying out further findings.
Through the workshop, the Faculty of Business Administration hopes to have many cooperation activities with friendly businesses in the upcoming activities and events. Such activities not only aim to develop the field of academic and practical research but also help to deliver profound knowledge to the students of the Faculty of Business Administration in particular and Ton Duc Thang University in general.
