Respect: The key to entering Vietnam’s dark social spaces

VMLY&R Asia’s Nick Pan looks at how brands can find ways to engage with Vietnamese consumers within private social spaces.

This article is part of a Spotlight series on how brands in Southeast Asia can work better with the dark side of social media. Read more

Dark social is the unquantifiable, unmeasurable and untraceable realm that keeps marketers up at night. Coined by marketers to explain the growing trend of more and more consumers taking their conversations into more intimate spaces like private mess

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