HCMC UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY OF INTERNATIONAL EDUCATION
????????????????????

THESIS
ENHANCING THE SOCIAL MEDIA MARKETING
ACTIVITIES OF INTERNATIONAL ALUMNI JOB
NETWORK VIETNAM CO., LTD.

Instructor:

Vo Thi Xuan Hanh, MBA

Student:

Ong Huynh Phương Dung

ID:

21124315

Major:

Industrial Management

Ho Chi Minh city, May 2025

i

HCMC UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY OF INTERNATIONAL EDUCATION
????????????????????

THESIS
ENHANCING THE SOCIAL MEDIA MARKETING
ACTIVITIES OF INTERNATIONAL ALUMNI JOB
NETWORK VIETNAM CO., LTD.
Instructor:
Student:
ID:
Major:

Vo Thi Xuan Hanh, MBA
Ong Huynh Phương Dung
21124315
Industrial Management

Ho Chi Minh city, May 2025

ii

ACKNOWLEDGEMENTS
I would like to express my heartfelt gratitude to the distinguished faculty
members of Ho Chi Minh City University of Technology and Education for their
committed instruction and for giving me vital information that I needed for my studies.
This information will be very helpful to me in my future profession and has helped me
tremendously in finishing my thesis.
I am particularly appreciative of the academics in the Industrial Management
Department of the International Training Faculty for their advice and assistance during
this process.
A special thanks to Ms. Võ Thị Xuân Hạnh for her ongoing assistance and handson instruction while I worked on this thesis.
As well, I would like to express my gratitude to the Management Board of IAJN
Company for providing me with the opportunity to gain practical experience and for
providing valuable information that helped me complete my thesis.
I acknowledge that I may not have all the answers and that my specialized
knowledge is still growing. I sincerely hope that the instructors and other students will
provide me with further direction and insightful criticism so that I may deepen my
comprehension and polish my thesis.
I am truly grateful.

Ho Chi Minh city, May 2025
Student

iii

INSTRUCTORS COMMENTS
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
……………………………………………………………………………………....
………………………………………………………………………………………
………………………………………………………………………………………
…...………………………………………………………………………………….
…………………………………………………………………………………..…..
………………………………………………………………………………………
……………………………………….………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
…………………………………………………………………………………
...

...
1 Essential LinkedIn Statistics You Need to Know in 2025 [Blog post].
Retrieved from https://thesocialshepherd.com/blog/linkedin-statistics
21. Dawot, N. I. M., &amp Ibrahim, R. (2014, September). A review of features and functional building
blocks of social media. In 2014 8th. Malaysian Software Engineering Conference (MySEC) (pp.
177-182). IEEE.
22. Kotler, P., &amp Keller, K. L. (2016). A framework for marketing management. Prentice Hall.
23. Ippolitova, I. Implementation of SMM Tools in the Enterprise Activity. Changing Paradigm in
Economics &amp Management System, 38.
24. Lemel, R. (2021). Determining which metrics matter in social media marketing. Journal of
Business and Retail Management Research, 15(2).
25. Gustavsen, A. (2023). From SEO to Social Media: What Are the 8 Types of Digital Marketing?
New Hampshire: Southern New Hampshire University.
26. Emini, A., &amp Merovci, S. (2021). Do-it-yourself marketing and digital marketing adoption:
Evidence from a developing country. Business Systems Research Journal, 12(2), 1–16.
https://doi.org/10.2478/bsrj-2021-0016
27. Ahmed, A., Rashid, S., Saad, N. M., Rana, M. W., Khoso, I. A., &amp Ahmed, Z. (2025). The tech
advantage: exploring technological determinants of social media marketing adoption in
Pakistani small and medium startups. Journal of Innovation and Entrepreneurship, 14(1), 23.ISO
690
28. Wu He, Xin Tian, Yong Chen &amp Dazhi Chong (2016) Actionable Social Media Competitive
Analytics For Understanding Customer Experiences, Journal of Computer Information Systems,
56:2, 145-155
29. Xu XZ, Kaye GR. 1995. Building market intelligence systems for environment scanning. Logist
Inf Manage. 8:22–29

81

30. Fisher B, Miller H. 2011. Social Media Analytics [cited 2014 Sep 21]. Available from:
http://www.microtech.net/ sites/default/files/socialmediaanalytics.pdf
31. Dey L, Haque SM, Khurdiya A, Shroff G. 2011. Acquiring competitive intelligence from social
media. Proceedings of the 2011 Joint Workshop on Multilingual OCR and Analytics for Noisy
Unstructured Text Data p. 3. Beijing, China.
32. Nooren, P., van Gorp, N., van Eijk, N. and Fathaigh, R.Ó. (2018), Should We Regulate Digital
Platforms? A New Framework for Evaluating Policy Options. Policy &amp Internet, 10: 264-301.
https://doi.org/10.1002/poi3.177
33. DeNardis, L., &amp Hackl, A. M. Internet governance by social media platforms.
Telecommunications Policy (2015), http://dx.doi.org/10.1016/j.telpol.2015.04.003

82

S

K

L

0

0

2

1

5

4