Abstract
This study aims to explore how Confucian philosophy - guanxi influences the effectiveness of advertisement in social media under Vietnamese context. This study used an online survey and hierarchical regression approach to test the research framework. Drawing on a sample of 341 respondents in Vietnam, the results show that (a) the guanxi still have critical impact on the effectiveness of advertisement in social media, (b) the purchase-decision involvement plays a minor role of moderating the effect of guanxi, especially the thought of renqing, (c) the Xinyong shown the strongest positive impact on the effectiveness, then following by renqing and ganqing. We also propose several practical implications for those who want to improve advertisement's effectiveness via social media in Vietnam.
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