Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media

Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media

Mei Wu (University of Macau, Macau), Peter Jakubowicz (The Chinese University of Hong Kong, Hong Kong) and Chengyu Cao (Tsinghua University, China)
Indexed In: SCOPUS
Release Date: September, 2013|Copyright: © 2014 |Pages: 326|DOI: 10.4018/978-1-4666-4578-3
ISBN13: 9781466645783|ISBN10: 1466645784|EISBN13: 9781466645790
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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.

Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media 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. This book is significant to researchers, marketers, and advocates interested in the persuasive influence of social networks.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Promotion
  • Chinese Mainstream Media
  • Internet Mercenaries
  • Organizational Platforms
  • Social Media Marketing
  • Viral Messages

Reviews and Testimonials

Based on a study of the industry between 2009 and 2011, this volume examines public relations and marketing strategies in China involving organized business operations that use individuals who are paid on a per-post basis and who take on multiple online identities and launch promotional and marketing campaigns on the internet. [...] It describes how the internet mercenary operation is designed, launched, and maintained; how organizations develop creative messages that contain viral qualities to stimulate their propagation in social media platforms; the role of mainstream media; how internet mercenary practice is organized and coordinated in QQ groups, the largest social media platform in China; how to uncover pushing hand operations on the internet; and the ambiguous status of these mercenaries in the Chinese legal system and the contradictory attitude of the Chinese government.

– ProtoView Book Abstracts (formerly Book News, Inc.)

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Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Peter Jakubowicz received a Bachelor of Arts in English Literature and Certificate in TESL from Sir George Williams University, Master of Arts in Educational Studies from Concordia University and Doctor of Philosophy in Education from The Catholic University of Portugal. He specializes in business communication, English as a Second Language (ESL), English editing, online learning/teaching and education. Working for the Chinese University of Hong Kong (CUHK) since 1998, he is currently the Senior College Tutor of Chung Chi College, CUHK. He is a Business English Communication training specialist and conducted business communications skills workshops for major universities in Hong Kong and Macau. Clients also include corporations such as PCCW, China Telecom (HK), The China Development Bank (CDB), The Asia Pacific Institute of Business and numerous private and academic organizations.
Chengyu Cao received a dual bachelor degree in Journalism and Economics and a MA in Communication from Tsinghua University. She currently works as a financial journalist for China Securities Journal in Beijing, covering mutual funds, trusts and securities.

Indices