Public Relations in Emerging Markets: Empirical Evidence in Vietnam
- 26 September 2018
- journal article
- conference paper
- Published by Taylor & Francis in Emerging Markets Finance and Trade
- Vol. 57 (1) , 35-46
Abstract
For foreign companies, doing business in emerging markets such as Vietnam is always challenging because of the cultural differences among countries. The article provides empirical evidence on the development of the theory of relationships in public relations in Vietnam. This exploratory study finds that the way to practice public relations in Vietnam is affected by the particular cultural characteristics of the country. The study indicates that the relational context is viewed from the perspective of meaning of the relationship in the way in which communications and public relations are carried out, rather than the relationships developed as part of communications exchange.Keywords
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