@article{ART003374809},
author={Nguyễn Minh Hương and Minchul Kim},
title={The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam},
journal={Asia Review},
issn={2234-0386},
year={2026},
volume={16},
number={2},
pages={133-172}
TY - JOUR
AU - Nguyễn Minh Hương
AU - Minchul Kim
TI - The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam
JO - Asia Review
PY - 2026
VL - 16
IS - 2
PB - 아시아연구소
SP - 133
EP - 172
SN - 2234-0386
AB - This study aims to analyze the communication strategies of South Korea’ s public diplomacy on social media in Vietnam empirically and to assess their effectiveness. Specifically, it examines Facebook posts published between January 1, 2020, and August 4, 2024 by seven South Korean government agencies operating in Vietnam (N = 951). The analysis identifies the types of communication strategies employed (symmetrical one-way, asymmetrical two-way, and symmetrical two-way) and evaluates their impact on online engagement among the Vietnamese public. The findings reveal that information-oriented symmetrical one-way communication was used most frequently, indicating that South Korea’s social-media-based public diplomacy remains largely top-down. However, asymmetrical two-way communication, in which government agencies actively solicit public opinion, generated relatively high levels of engagement across all metrics (i.e., likes/reactions, shares, and comments) compared to any other communication type. Symmetrical two- way communication was more strongly associated with deeper forms of participation (i.e., comments) than symmetrical one-way communication. These results suggest that maximizing the effectiveness of social media public diplomacy requires strategies tailored to specific objectives rather than reliance on a single approach. This study is significant in that it empirically examines the social media public diplomacy of Korean public institutions in the non-western context of Vietnamese users, thereby extending the applicability of existing communication typologies and providing practical recommendations for the effective implementation of digital public diplomacy.
KW - Digital Public Diplomacy;Social Media;Communication Types;Online Engagement
DO -
UR -
ER -
Nguyễn Minh Hương and Minchul Kim. (2026). The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam. Asia Review, 16(2), 133-172.
Nguyễn Minh Hương and Minchul Kim. 2026, "The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam", Asia Review, vol.16, no.2 pp.133-172.
Nguyễn Minh Hương, Minchul Kim "The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam" Asia Review 16.2 pp.133-172 (2026) : 133.
Nguyễn Minh Hương, Minchul Kim. The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam. 2026; 16(2), 133-172.
Nguyễn Minh Hương and Minchul Kim. "The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam" Asia Review 16, no.2 (2026) : 133-172.
Nguyễn Minh Hương; Minchul Kim. The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam. Asia Review, 16(2), 133-172.
Nguyễn Minh Hương; Minchul Kim. The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam. Asia Review. 2026; 16(2) 133-172.
Nguyễn Minh Hương, Minchul Kim. The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam. 2026; 16(2), 133-172.
Nguyễn Minh Hương and Minchul Kim. "The Impact of Social Media Communication Types on Public Online Engagement: Evidence from South Korean Government Agencies in Vietnam" Asia Review 16, no.2 (2026) : 133-172.
