Internet mercenaries and viral marketing : the case of Chinese social media / by Mei Wu, Peter Jakubowicz and Chengyu Cao.

By:

Wu, Mei, 1954- [author.]

Contributor(s):

Publisher: Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA) : IGI Global, [2014]Description: PDFs (314 pages)Content type:

text

Media type:

electronic

Carrier type:

online resource

ISBN:

9781466645790

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: No title; Print version:: No titleDDC classification:

658.8/72 23

LOC classification:

HF5415.12.C5 W785 2014e

Online resources:

Click here to access online

Available additional physical forms:

Also available in print.

Contents:

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.

Abstract: "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.

Item type:

eBooks

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Title notes ( 7 )

No physical items for this record

Includes bibliographical references.

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).