Reference·

Reference List

The Unnoticed Real Player vs. the Viral “Fake Player” -The Double-Edged Sword of Influencer Marketing

• Snelson, F. (2026, May 28). ‘Least-known’ World Cup player goes viral and gains over 1m followers. BBC Sport. https://www.bbc.com/sport/football/articles/c8d8233v8rgo
• Boone, L. (2017). Influencer marketing. EBSCO Research Starters. https://www.ebsco.com/research-starters/marketing/influencer-marketing/
• McKinsey & Company. (2023, April 10). What is influencer marketing?. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing
• Pathak, M. (2026, May 29). ‘No Payne, no gain’: How ‘least known’ World Cup player Tim Payne earned the love of millions online. Olympics.com. https://www.olympics.com/en/news/no-payne-no-gain-how-least-known-world-cup-player-tim-payne-earned-the-love-of-millions-online
• United Nations Youth Office. (n.d.). Tim Payne – Biography. United Nations. https://www.un.org/youthaffairs/en/tim-payne-0
• Johnson, J. (2024, November 12). Influencer ‘Spreen’ gets in game for Argentine club Riestra; publicity stunt sparks Argentina FA investigation. CBS Sports. https://www.cbssports.com/soccer/news/influencer-spreen-gets-in-game-for-argentine-club-riestra-publicity-stunt-sparks-argentina-fa-investigation/
• BBC Sport. (2024, November 12). Team criticised for picking YouTube star as striker. BBC. https://www.bbc.com/sport/football/articles/c87x4nvj90wo
• Reuters. (2024, November 12). Betting probe launched after Argentine side field influencer. ESPN. https://www.espn.com/soccer/story/_/id/42352798/betting-probe-launched-argentine-side-field-influencer
• Pulse Advertising. (2021). What is a Social Media Influencer? Nano, Micro, Macro, Celebrity Explained [Video]. https://www.youtube.com/watch?v=JLiKXW82tjE
• Página|12. (2024, November 12). Riestra pidió disculpas por poner al streamer Spreen contra Vélez. Página|12. https://www.pagina12.com.ar/782072-riestra-pidio-disculpas-por-la-inclusion-del-streamer-spreen/
• beIN SPORTS. (2024, November 12). Deportivo Riestra apologizes for the Spreen controversy. https://www.beinsports.com/en-us/soccer/articles-video/deportivo-riestra-apologizes-for-the-spreen-controversy-2024-11-12
  
  
  
  
  
  

Video platforms and fans, marketing changes brought about by advertising from Bilibili’s case

• Liu, R., Duan, N., & Liu, J. (2025, September). Research on the impact of social media advertisement placement on enterprises’ economic benefits. International Review of Economics & Finance. https://www.sciencedirect.com/science/article/pii/S1059056025005404
• Robinson, T. (2024, March 7). Understanding the power of video for marketing. Forbes. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2024/03/07/understanding-the-power-of-video-for-marketing/
• Roldán, C. (2024, June 25). The impact of video marketing on your sales strategy. Digitalegy. https://digitalegy.io/blog/impact-of-video-marketing-on-your-sales-strategy
• Biyani, A. (2024, April 30). What is video advertising and why should marketers care? MarTech. https://martech.org/what-is-video-advertising/
• Creatify Team. (2026, October 7). Online video advertising: A full breakdown by format, platform, and purpose. Creatify. https://creatify.ai/blog/online-video-advertising-explained
• Digital Crew. (2026, August 26). Bilibili goes global: What it means for US brands marketing in China. Digital Crew. https://www.digitalcrew.agency/bilibili-goes-global-what-it-means-for-us-brands-marketing-in-china/
• Sabio, M. (2026, June 22). The complete guide to Bilibili ads in China. AppInChina. https://appinchina.co/blog/the-complete-guide-to-bilibili-ads-in-china/
• Pan, Y. (2024). Analysis of Bilibili’s social media marketing strategy. Proceedings of the 2024 International Conference on Social Science and Management Innovation.
• OctoPlus Media. (n.d.). Bilibili: China’s most video platform among GenZ – How to reach young Chinese. https://www.octoplusmedia.com/bilibili-china-video-advertising-young-genz/
• Zhao, R. (2021, December 23). Creating effective adverts – Bilibili is becoming a key to successful marketing in China. Dao Insights. https://daoinsights.com/works/creating-effective-adverts-bilibili-is-becoming-a-key-to-successful-marketing-in-china/
  
  
  

Meme invasion!! Good or bad? who gets to say ！

• Tsai, P.-H., & Hsiao, W.-H. (2025). Turning laughs into buys: The influence of meme marketing on consumer purchase intentions in e-commerce using media richness theory. Electronic Commerce Research and Applications, 74, 101547. https://www.sciencedirect.com/science/article/abs/pii/S1567422325000729
• Malodia, S., Dhir, A., Bilgihan, A., Sinha, P., & Tikoo, T. (2022). Meme marketing: How can marketers drive better engagement using viral memes? Psychology & Marketing, 39(9), 1775–1801. https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21702
• Razzaq, A., Shao, W., & Quach, S. (2024). Meme marketing effectiveness: A moderated-mediation model. Journal of Retailing and Consumer Services, 78, 103702. https://www.sciencedirect.com/science/article/pii/S0969698923004538
• Halo Tech Media. (2025, December 26). Meme marketing for brands: A modern guide to connecting with Gen Z & Gen Alpha / Want to go viral? Here’s how meme marketing actually works. https://halotechmedia.sg/blog/meme-marketing-connecting-gen-z-gen-alpha/
• Lang, J. (2026, September 2). Viral Chinese hit ‘Niu Lai’ projected to top $9M after selling fewer than 300 tickets in its first 10 days. Cartoon Brew. https://www.cartoonbrew.com/box-office-report/niu-lai-chinese-box-office-update-266198.html
• Match, R. (2025, June 10). 15 best meme marketing examples from big brands in 2026. Superside. https://www.superside.com/blog/meme-marketing-examples
• Koh, E. (2026, August 17). Movie that went viral for terrible animation becomes China box office hit. BBC. https://www.bbc.com/news/articles/c4g4r0mrmlpo
• CreateGrowProfit. (2024). How to Go Viral? Try Meme Marketing ! [Video]. https://www.youtube.com/watch?v=E9BmqnqaWak

Virtual enters reality, and virtual emotions lead to real participation

• Affiliprint. (2025, March 19). How online and offline marketing perfectly complement each other. https://affiliprint.com/online-and-offline-marketing/
• Two Z Advertising Writing Team. (2025, January 6). Integrating online and offline campaigns: How important is it? https://doisz.com/en/blog/integracao-de-campanhas-online-e-offline-qual-a-real-importancia/
• University of Colorado Denver. (2026, May 19). Mainstream anime moments can create big business opportunities (G. Clark, Ed.). Phys.org. https://phys.org/news/2026-05-mainstream-anime-moments-big-business.html
• Shackleton, L. (2026, October 30). Japan’s animation industry grows 15.8% to record $28BN, driven by both domestic & overseas sales – TIFFCOM. Yahoo Finance. https://uk.finance.yahoo.com/news/japan-animation-industry-grows-15-062653517.html
• Aziz, M., & Ong, S. (2023). The implementation of Japanese animation (anime) in advertising. Journal of Indonesian Social Science, 4(4), 370–383. https://d1wqtxts1xzle7.cloudfront.net/105827516/1524-libre.pdf?1695174364=&response-content-disposition=inline%3B+filename%3DThe_Implementation_of_Japanese_Animation.pdf&Expires=1793633175&Signature=TmbZ6QpalyDMzaQVNCvdicQTdgzUeOdodafI2z5YzN8IYZggUgsccNnRuvp6vL7HGtcu-3guxudNzvHCOmBoPcNcMkxVMrb5HZFEvTfuJAnTL4b7iHJyk8alecaimDVnpxHGxjVaM2Yl6hxAc1cyJtAxjDizAGqNATENuDtkXI~N4u34XqlaGOws3LBsbwtQ4mDSQ30O8tQSVRXEViccIWORqq2ZGfzBUEXca8JFIFedMZffG7-zXaBt0NM6oAHdThmG2VP47N2mrFDkARd5OrrOg65npIeiCcsNTWpZysWEpCx16Vu8DHtEGayqaupiyNPK9inHJ9ljm2GzimPyRg__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA
• Chris, K. (2024, February 21). McDonald’s brings anime fandom to life for immersive global campaign. Marketing Dive. https://www.marketingdive.com/news/mcdonalds-wcdonalds-anime-manga-irl-campaign/708052/
• McDonald’s. (2024, April 8). All you anime fans! World’s favorite WcDonald’s come to life. https://mcdonaldsblog.in/2024/04/all-you-anime-fans-the-worlds-favorite-wcdonalds-come-to-life/
• We Are Social. (n.d.). McDonald’s | WcDonald’s immersive dining experience. https://wearesocial.com/us/case-study/wcdonalds-immersive-dining-experience/
• Nike. (2026, September 25). Nike x One Piece apparel collection. Nike SNKRS. https://www.nike.com/ie/launch/t/nike-one-piece-apparel-collection-static2
• Nike. (2026, August 23). Nike’s One Piece collection transforms imagination into motion for adventurers everywhere. https://about.nike.com/en-GB/newsroom/releases/nikes-one-piece-collection-transforms-imagination-into-motion-for-adventurers-everywhere
• asianfeed. (2026, August 27). Nike just announced a new collection inspired by One Piece, combining athletic wear with anime-inspired designs for fans of the beloved series. Instagram. https://www.instagram.com/p/DcjVl4-Gl9u/?img_index=1