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Conclusion

Conclusion

Copyright: © 2014 |Pages: 29
ISBN13: 9781466645783|ISBN10: 1466645784|EISBN13: 9781466645790
DOI: 10.4018/978-1-4666-4578-3.ch010
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MLA

Mei Wu, et al. "Conclusion." Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media, IGI Global, 2014, pp.235-263. https://doi.org/10.4018/978-1-4666-4578-3.ch010

APA

M. Wu, P. Jakubowicz, & C. Cao (2014). Conclusion. IGI Global. https://doi.org/10.4018/978-1-4666-4578-3.ch010

Chicago

Mei Wu, Peter Jakubowicz, and Chengyu Cao. "Conclusion." In Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4578-3.ch010

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Abstract

This chapter concludes that Internet mercenary marketing in China which has been investigated in a detailed manner throughout the book represents a unique model of integrated viral marketing strategy on the Chinese Internet. Being an indispensable part of the IPR business, the Internet mercenary strategy attests to the tenet of viral marketing by taking ingenious approaches to build up a momentum of communicative influence over social media on the Internet by managing a network of paid posters (“water army”) and a multitude of virtual personas. It is viral marketing riddled with “Chinese characteristics.”

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