NÂNG CAO NĂNG LỰC SÁNG TẠO CỦA LÃNH ĐẠO DOANH NGHIỆP TRONG HOẠT ĐỘNG QUẢNG CÁO TRỰC TUYẾN

This study analyzes the core impact of leadership creative capacity on the effectiveness of online advertising in Vietnam during the 2022-2024 period. Based on empirical data from multi-industry enterprises, the results indicate a distinct performance divergence: the high creative leadership group achieved a growth rate of 68% per annum and a conversion rate of 4.8%, significantly outperforming the 28% and 2.3% recorded by the conventional leadership group. Consequently, the study proposes strategic solutions focused on transitioning to an Agile Leadership model, integrating AI into content creation, and establishing autonomous data infrastructure to adapt to the new legal framework and ensure sustainable competitiveness.