The role of social media marketing in attracting investment capital in industrial parks in the context of COVID-19

Abstract

With the complicated Covid-19 epidemic currently affecting many countries, there is an important position and role for social media marketing not only in attracting investment capital of countries but also in other fields, since it is a good way for people to connect and circulate work. This study aims to analyze the factors affecting the attraction of investment capital to Vietnam's industrial parks, focusing on considering social media marketing factors. The study's data comes from a survey of 256 enterprises operating in Vietnam (Including both active firms and enterprises in the group of potential investors with industrial parks). The data were analyzed using factor analysis and multivariate regression. The results of the study show that social media marketing had a positive effect on attracting investment capital into industrial parks of Vietnam (Standardized Coefficients = 0.329); besides, there are also positive effects of other factors such as human resources, industrial park infrastructure, local policies with varying degrees of influence. Based on those factors, the author offers recommendations regarding attracting investment capital to industrial parks actively.