TTDA: Proposing a risk management process for influencers when participating in product promotion on social networks

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

1. Student's full name: Do Thi Dai Trang 2. Gender: Female

3. Date of birth: September 13, 1996

4. Place of birth: Hanoi

5. Decision on recognition of students No. 5626/QD-XHNV dated December 29, 2023 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in training process: No

7. Project title: Proposing a risk management process for influencers when promoting products on social networks

8. Major: Journalism and Media Management Code: 8320109

9. Scientific supervisor: Dr. Trinh Le Anh - University of Social Sciences and Humanities, Vietnam National University, Hanoi

10. Summary of project results:

The project has built and tested a 5-step risk management process for influencers when promoting products on social networks, including:

1. Risk identification & assessment;

2. Planning & developing preventive measures;

3. Monitor;

4. Crisis response & management implementation;

5. Adjust the process.

The results of qualitative research (interviews with experts, lawyers, managers, KOLs) and practical testing show that the process is logical, feasible and highly effective, contributing to minimizing communication risks, improving transparency, responsibility and professional reputation of influencers. This is also the first time a proposal has been made on a specialized risk management process for the influencer industry in Vietnam.

11. Practical application:

The process can be applied in communication management for individuals, businesses, agencies, especially in:

- Build a process for censorship, prevention, and crisis handling for influencers when producing content that promotes products on digital platforms

- Is the basis for brands, digital platforms and legal agencies to refer to in building a code of conduct or legal guidelines for online promotion activities.

12. Further research directions:

- Expand the scope of the survey and test the process for different groups of influencers (celebrity; mega-influencer; mega-influencer;micro-influencers; micro-influencers) or by different sectors/platforms.

- Quantitative research to specifically measure the effectiveness of the process (risk reduction rate, level of change in public perception…)

- Develop a set of communication risk management indexes to standardize assessment tools; compare risk management effectiveness between campaigns.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: DO THI DAI TRANG 2. Sex: Female

3. Date of birth: September 13, 1996 4. Place of birth: Hanoi

5. Admission decision number: 5626 QD-XHNV, dated December 29, 2023 by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in academic process: No

7. Official project title: Proposal for a risk management process for influencers engaged in product promotion on social media.

8. Major:Media Management 

9. Code: 8320109

10. Supervisors: Dr. Trinh Le Anh – University of Social Sciences and Humanities, Vietnam National University, Hanoi.

11. Summary of the findings of the project:

This project proposes and pilots a five-step risk management framework tailored for social media influencers involved in product promotion. The framework includes:

(1) Risk Identification and Assessment;

(2) Planning and Preventive Measures;

(3) Monitoring;

(4) Crisis Response Resolution;

(5) Process Adjustment.

Qualitative research (through expert interviews with academics, legal professionals, managers, and influencers) and practical trials demonstrate that the framework is logically structured, feasible in application, and highly effective in minimizing communication-related risks. It also contributes to enhancing transparency, accountability, and professional credibility for influencers. Notably, this is the first research-based initiative to introduce a specialized risk management process for influencers in Vietnam.

12. Practical applicability:

- Developing standardized procedures for content review, risk prevention, and crisis management for social media influencers who create promotional content on digital platforms;

-Serving as a reference for brands, digital platforms, and judicial agency in formulating codes of conduct or legal guidelines governing online promotional activities.

13. Further research directions, if any:

- Expand the scope of research and pilot testing of the proposed framework across different groups of influencers (celebrities, mega-influencers, macro-influencers, micro-influencers, and nano-influencers) as well as across diverse industries and social media platforms.

- Conduct quantitative studies to measure the specific effectiveness of the framework—such as the rate of risk reduction, the degree of change in public perception, and other measurable outcomes.

- Develop a Communication Risk Management Index to standardize evaluation tools and establish a consistent metric for assessing and comparing risk management performance across campaigns.

14. Thesis-related publications: No