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

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

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
Hardcover:
Available
$175.00
TOTAL SAVINGS: $175.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
Hardcover:
Available
$175.00
TOTAL SAVINGS: $175.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
E-Book:
Available
$175.00
TOTAL SAVINGS: $175.00
Benefits
  • Multi-user license (no added fee)
  • Immediate access after purchase
  • No DRM
  • PDF download
E-Book:
Available
$175.00
TOTAL SAVINGS: $175.00
Benefits
  • Immediate access after purchase
  • No DRM
  • PDF download
  • Receive a 10% Discount on eBooks
Hardcover +
E-Book:
Available
$210.00
TOTAL SAVINGS: $210.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
  • Multi-user license (no added fee)
  • Immediate access after purchase
  • No DRM
  • PDF download
Hardcover +
E-Book:
Available
$210.00
TOTAL SAVINGS: $210.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
  • Immediate access after purchase
  • No DRM
  • PDF download
Article Processing Charge:
Available
$700.00
TOTAL SAVINGS: $700.00
OnDemand:
(Individual Chapters)
Available
$37.50
TOTAL SAVINGS: $37.50
Benefits
  • Purchase individual chapters from this book
  • Immediate PDF download after purchase or access through your personal library
Effective immediately, IGI Global has discontinued softcover book production. The softcover option is no longer available for direct purchase.
Description & Coverage
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.

Coverage:

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 & Statements

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.)

– -
Table of Contents
Search this Book:
Reset
Editor/Author Biographies

Wu Mei Associate Professor of the Department of Communication, University of Macau, received a Bachelor of Arts in English, Certificate in Journalism (University of Hawaii), MA in Media Studies and Ph.D. in Communication (Concordia University). She specializes in media technology and communication studies. She has conducted a series of research studies on the Internet and telephony/mobile telephony in China. Her publications appear in major journals and by well-known publishers both in English and Chinese including Routledge, IGI Global, People’s University Press, Javnost-The Public, Media Studies Journal, International Journal of Sociotechnology and Knowledge Development, Global Media and Communication and China Computer-Mediated Communication Studies. She received the 2011 Academic Award of the China New Media Communication Association (CNMCA), which represents the highest quality research in the field of new media communication studies in China. She was a Visiting Fellow at the Oxford Internet Institute, University of Oxford and Visiting Research Fellow at the East Asia Institute, National University of Singapore. Her research interests also cover journalism and globalization with a focus on press systems in Southeast Asia.

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.
Abstracting & Indexing
Archiving
All of IGI Global's content is archived via the CLOCKSS and LOCKSS initiative. Additionally, all IGI Global published content is available in IGI Global's InfoSci® platform.