Abstract
This study was designed to analyze the role of social media marketing in attracting investment capital from enterprises in the development of transport infrastructure in Vietnam. A survey of 378 Vietnamese companies operating in the sector of transport infrastructure investment was collected to compile these statistics. Based on the collected data, the factor analysis method and multivariate regression method are used to analyze the influence of factors on attracting development investment capital for transport infrastructure in Vietnam. The results of this study show that social media marketing had the greatest influence on firm satisfaction when investing in transport infrastructure; the Standardized Coefficient of the Social Media Marketing variable is 0.392. Based on that finding, some solutions to further enhance the value of social media marketing are recommended to increase the attraction of investment capital for the development of transport infrastructure in Vietnam.
Highlights
With the trend of international integration and exchange, a high-quality transport infrastructure system plays a crucial role in making travel and goods exchange between countries convenient
The results of this study show that social media marketing had the greatest influence on firm satisfaction when investing in transport infrastructure; the Standardized Coefficient of the Social Media Marketing variable is 0.392
According to Kotler et al (2001), “Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a product's perceived performance with their expectations”. Inheriting those studies, the author proposes a scale showing the ability of enterprises to attract investment capital for investment in transport infrastructure, which is the level of satisfaction of businesses with factors affecting it
Summary
With the trend of international integration and exchange, a high-quality transport infrastructure system plays a crucial role in making travel and goods exchange between countries convenient. The construction of transport infrastructure plays a very critical role, contributing to improving the investment environment in Vietnam, enhancing the efficiency and competitiveness of the economy, creating conditions to attract investment capital for infrastructure development; especially attracting foreign investment capital and using that capital to build transport infrastructure, creating conditions for material manufacturing industries to operate more efficiently, creating conditions for job creation. The proportion of investment capital in road accounts for 70.08%; to railway accounts for 11.19%; in aviation accounts for 10%, in maritime 5.87%, in inland waterway accounted for 2.02%, other sectors accounted for 1.19% Because of these limitations, it is necessary to have more innovative methods to mobilize investment resources for the development of transport infrastructure in Vietnam, especially capital from the private sector (including investment capital of domestic investors and foreign investors), while the state budget allocated to transport infrastructure investment in 2016-2020 only met over 30% of development investment needs.
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