Identifying Emerging Social Dynamics in Vietnam through Social Media Big Data Analysis

Objectives: This research seeks to examine and analyze the data from Vietnam's most popular social media sites, that is, Facebook, TikTok, Zalo, and YouTube, in order to determine new evolving changes concerning the impact of digitalization. It addresses the following four issues: the green living movement, the development of digital education, gender equality advocacy, and KOL influence on purchasing decisions, with the aim of informing policy as well as social strategic communication. Methods: A hybrid data capture approach was employed, including the use of official APIs, web scraping, and specialized tools for social data analysis. Results: The research discovered that the green living movement has attracted more than 2 million posts with 72% of shoppers willing to spend more on eco-friendly products. Online learning gained traction as well, for the hashtag #học_online was viewed over 20 million times and 60% of online learners reported having new skills or employment. The #MeToo movement also had a significant impact on businesses, as it led to important changes in corporate governance and labor regulations as well. KOLs have also directly impacted 65% of the young population's consumables spending though there are concerns about the young people's reckless spending due to trendy impulsive purchases driven by social trends. Conclusions: The research underlines the importance of predictive analytics and artificial intelligence in monitoring changes in society and developing strategic communications and policy frameworks in Vietnam's fast-growing digital economy.