Online Social Gambling and Its Implications for the Study of Marketing Communications

Ozuem, Wilson and Prasad, Jason (2015) Online Social Gambling and Its Implications for the Study of Marketing Communications. International Journal of Applied Behavioral Economics, 4 (3). pp. 22-50. ISSN 2160-9802

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Abstract

Gambling has been a part of humanity for a long time, and references to it have been found in some of the earliest dated records. Literature on the topic has been accumulating since ancient times. The advent of Internet technology along with its typical subsets provides a new approach to how gambling is conducted in postmodern times. Drawing on qualitative research and utilising a single case study strategy, this study examines online social gambling and real money gambling marketing communication practices as well as offers some insights into the development and implementation of effective marketing communication programmes. In contrast to existing studies, the paper, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Consumer Behaviour, Marketing Strategies, New Business Models, Online Gaming, Social Gaming
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
H Social Sciences > HF Commerce > HF5001 Business > HF5717 Business communication
Divisions: Schools and Research Institutes > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Susan Turner
Date Deposited: 23 May 2017 09:56
Last Modified: 23 May 2017 09:56
URI: http://eprints.glos.ac.uk/id/eprint/4340

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