Introduction

Detractors of new media express concern that its emergence represents the unlocking of a modern Pandora’s box within Vietnamese society (Butler, The Leading Edge 16:1033–1038, 1997; Kata, Vaccine 28:1709–1716, 2010). On one side, the political regime views social media as a means to engage with the public (Bui, Journal of Current Southeast Asian Affairs 35:89–111, 2016; Son, Social media begin to have a voice in Vietnam. Tuoi Tre News. 2015). Furthermore, the internet and social networks offer opportunities to enhance the vitality and influence of the business sector (Cameron et al., Commonwealth Scientific and Industrial Research Organisation (CSIRO). 2018).