THE PARTICIPATION OF “INFLUENCERS” IN DIGITAL COMMERCIAL COMMUNICATION: AN OVERVIEW OF INTERNATIONAL STUDIES AND SOME IMPLICATIONS FOR THE ECONOMIC SITUATION IN VIETNAM

Abstract

The practice of engaging “influencers” in product promotion campaigns has become commonplace within the contemporary digital commerce landscape. While such participation offers notable benefits, it also entails certain adverse social implications. This article synthesizes key international studies on influencer involvement in digital commercial communication and contextualizes these insights within the Vietnamese setting. Building on this analysis, the paper advances a series of discussions and policy recommendations concerning the regulatory role of the state in addressing these emerging challenges.