Internet mercenaries and viral marketing : the case of Chinese social media / by Mei Wu, Peter Jakubowicz and Chengyu Cao.
Publisher: Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA) : IGI Global, [2014]Description: PDFs (314 pages)Content type:- text
- electronic
- online resource
- 9781466645790
- 658.8/72 23
- HF5415.12.C5 W785 2014e
- Also available in print.
eBooks
Includes bibliographical references.
Introduction -- Social media and viral marketing in China -- History of internet mercenaries -- Internet mercenary operation -- Viral messages -- Mainstream media as amplifier -- QQ group as organizational platform -- How to uncover "pushing hand" operations -- Policy concerns of internet mercenaries -- Conclusion.
Restricted to subscribers or individual electronic text purchasers.
"This book presents case studies, textual analysis, media reviews, and in-depth interviews in order to investigate the Chinese "pushing hand" operation from the conceptual perspective of communications and viral marketing"--Provided by publisher.
Also available in print.
Mode of access: World Wide Web.
Description based on title screen (IGI Global, viewed 02/28/2014).