Internet Mercenaries and Viral Marketing The Case of Chinese Social Media |
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| Editor:
| Wu, Mei
Jakubowicz, Peter
Cao, Chengyu |
| Series title: | Advances in Marketing, Customer Relationship Management, and E-Services Ser. |
| ISBN: | 978-1-4666-4578-3 |
| Publication Date: | Oct 2013 |
| Publisher: | IGI Global
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| Imprint: | Business Science Reference |
| Book Format: | Hardback |
| List Price: | USD $175.00USD $175.00 |
Book Description:
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Social media and emerging internet technologies have expanded the ideas of marketing approaches. In particular, the phenomenon of the internet in China challenges the common perception of new media environments. This 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.
Social media and emerging internet technologies have expanded the ideas of marketing approaches. In particular, the phenomenon of the internet in China challenges the common perception of new media environments. This 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.