ABSTRACT
This chapter examines the Vietnam government’s use of TikTok, the world’s fastest-growing app, as a tool to spread public health messages during the COVID-19 pandemic. Although most creators of TikTok content are general users, the application is growing in popularity with brands and organizations. However, the potential of usefulness of the app for broader public relations efforts has yet to be explored. The researcher analyzes the Vietnam government’s COVID-19 TikTok influencer campaign in the context of the Structural Virality of Online Diffusion.
