How Can SMEs in Vietnam Use Facebook as a Marketing Tool to Reach Generation Z?

Abstract

The purpose of this paper is to explore how social media, specifically Facebook, can benefit Vietnamese SMEs to grow and help them expand their audience to the new Generation Z. Benefits from using social media as a marketing tool outweighs traditional marketing by offering more effective marketing at a lower cost and boosting customer engagement. Furthermore, factors such as interactivity, credibility, incentives, and innovativeness have been shown to further assist SMEs on Facebook in advertising to Generation Z. Using these insights, future research can focus more on this area of study which has been neglected to further help the development of the Vietnamese economy.