Green apps in China : Alipay's Ant Forest /

The case analyzes Alipay's cause-related marketing, Ant Forest, an app developed to enhance reforestation and environmental education in China. The app is based on gamification principles: users collect energy points that can be spent by planting trees in areas affected by land degradation. Ant...

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Bibliographic Details

Main Authors:	Filieri, Raffaele (Author), Zhou, Suning, active 2023 (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	SAGE business cases.
Subjects:	Internet marketing > Case studies. Business ethics > Case studies. Marketing sur Internet > Études de cas. Morale des affaires > Études de cas. Business ethics Internet marketing Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book