Publicado no e em "Educação, Educação", idioma — English. 36 páginas.
With a focus on Twitter hashtags to investigate the research questions, this case study suggests reasons why the creation of an audience-targeted social media campaign successfully sustained the fan community for Warner Bros. feature film The Dark Knight Rises, even in the wake of a tragedy. Through a discourse analysis, this 4 month pilot case study explores the strategic creation of the viral marketing campaign for the film. Mais
