You are previewing Internet Mercenaries and Viral Marketing.
O'Reilly logo
Internet Mercenaries and Viral Marketing

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. 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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Preface
  6. Chapter 1: Introduction
    1. ABSTRACT
    2. INTRODUCTION
    3. DEFINING INTERNET MERCENARIES
    4. KEY TERMS: “PUSHING HANDS”, “WATER ARMY”
    5. ATTRIBUTES OF INTERNET MERCENARIES
    6. IN THE LEGAL GRAY AREA
    7. ORGANIZATION OF THE BOOK
  7. Chapter 2: Social Media and Viral Marketing in China
    1. ABSTRACT
    2. SOCIAL MEDIA
    3. SOCIAL MEDIA MARKETING
    4. DEVELOPMENT OF SOCIAL MEDIA
    5. THE MICROBLOG
    6. SOCIAL MEDIA MARKETING WITH CHINESE CHARACTERISTICS
  8. Chapter 3: History of Internet Mercenaries
    1. ABSTRACT
    2. INTRODUCTION
    3. EARLY DEVELOPMENT
    4. EARLY MODEL OF PUSHING HAND OPERATIONS
    5. LATER MODEL OF PUSHING HAND OPERATIONS
    6. KNOWN CASES OF INTERNET MERCENARIES
  9. Chapter 4: Internet Mercenary Operation
    1. ABSTRACT
    2. INTRODUCTION
    3. RELEASE DESIGN
    4. RELEASE OPERATION
    5. MAINTENANCE AND MONITORING
  10. Chapter 5: Viral Messages
    1. ABSTRACT
    2. INTRODUCTION
    3. THE ART OF VIRUSWORTHINESS
    4. SEX ELEMENT
    5. MORAL ELEMENT
    6. TIMELY TOPICS
    7. ODD ELEMENT
    8. INFORMATION ELEMENT
  11. Chapter 6: Mainstream Media as Amplifier
    1. ABSTRACT
    2. INTRODUCTION
    3. MAINSTREAM MEDIA IN CHINA
  12. Chapter 7: QQ Group as Organizational Platform1
    1. ABSTRACT
    2. INTRODUCTION
    3. QQ GROUPS AND PUSHING HANDS
    4. CHARACTERISTICS OF PUSHING HAND GROUPS
    5. TRUST IN PUSHING HAND GROUPS
    6. VIRAL MESSAGES AND PUSHING HANDS
  13. Chapter 8: How to Uncover “Pushing Hand” Operations
    1. ABSTRACT
    2. INTRODUCTION
    3. HEADLINE SEARCH
    4. BRANDS AND AD WORDS
    5. GOOGLE TRENDS AND BAIDU INDEX
    6. ID SEARCH
    7. REPLIES SEARCH
  14. Chapter 9: Policy Concerns of Internet Mercenaries
    1. ABSTRACT
    2. INTRODUCTION
    3. A COURT CASE: MENGNIU VS. YILI
    4. GOVERNMENT CRACKDOWN ON “ILLEGAL PUBLICITY”
    5. SELF-DISCIPLINE CONVENTION
    6. AMBIGUOUS FUTURE
  15. Chapter 10: Conclusion
    1. ABSTRACT
    2. POSTSCRIPT
  16. Appendix
    1. APPENDIX 1: SERVICE SPECIFICATIONS OF INTERNET PUBLIC RELATIONS (GUIDELINE) OF CHINESE INTERNATIONAL PUBLIC RELATIONS ASSOCIATION (CIPRA)
    2. APPENDIX 2: DECISION OF THE STANDING COMMITTEE OF THE NATIONAL PEOPLE’S CONGRESS ON STRENGTHENING INFORMATION PROTECTION ON NETWORKS
    3. APPENDIX 3: INTERPRETATION OF THE SUPREME PEOPLE'S COURT AND THE SUPREME PEOPLE'S PROCURATORATE ON CERTAIN ISSUES CONCERNING THE APPLICATION OF LAW IN HANDLING CRIMINAL CASES INVOLVING DEFAMATION AND OTHER ACTS COMMITTED THROUGH INFORMATION NETWORKS
  17. Related References
  18. Compilation of References
  19. About the Contributors