Electronic Red Envelopes in China: How can companies develop marketing with Electronic Red Envelopes through Sina Weibo as example case

There is a new phenomenon in China nowadays: Delivering Electronic-Red Envelope (E-Red Envelope) during festival days. The E-Red Envelope has already been popular for three years, and according to ‘China Internet Red Envelopes big data report’ released by think-tank of Tencent in 2016, almost all the "Get an E-Red Envelope" data published has reached a new peak of the history after the just past New Year holiday. On the day of the New Year's Eve, there were over 0.4 billion internet users participated in the ’Get a Red Envelope’ activity and the total amount of the Red Envelopes sent and received were over 10 billion. (He, 2016)

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