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Internet Mercenaries and Viral Marketing

The Case of Chinese Social Media

Internet Mercenaries and Viral Marketing( )
Author: Wu, Mei
Jakubowicz, Peter
Cao, Chengyu
ISBN:978-1-4666-4578-3
Publication Date:Sep 2013
Publisher:IGI Global
Imprint:Business Science Reference
Book Format:Hardback
List Price:USD $175.00
Book Description:

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.

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