...Huong Que Hoang; Khoa Tien Tran; Tri Dinh Le Purpose This study aims to examine how Vietnamese universities use Facebook to engage with students through identity-theme content. Drawing on social identity theory and self-determination theory, the research analyses how different content strategies...

... in export selling. The study also integrates network effect theory and social linguistics theory to identify the specific social media platform (Facebook versus non-Facebook) and the characteristics of salespeople in terms of English language proficiency, which play a facilitating role in promoting...