Exploiting online social gambling for marketing communications

Ozuem, Wilson ORCID: 0000-0002-0337-1419, Prasad, Jason and Lancaster, Geoff (2018) Exploiting online social gambling for marketing communications. Journal of Strategic Marketing, 26 (3). pp. 258-282. doi:10.1080/0965254X.2016.1211728

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Internet technology provides a new approach to how gambling is conducted in postmodern times. Drawing on constructivist research and utilising a single case study strategy, this paper examines online social gambling and real money gambling marketing communication practices, as well as offering some insights into the development and implementation of effective marketing communication programmes. In contrast to existing studies, this paper, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments. The paper reveals the implicit structure of meanings underlying the link between online social gambling activity and real money gambling practices.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Marketing communications, online gambling, social gaming, motivation, virtual goods, psychographics
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 04 Aug 2016 08:56
Last Modified: 04 Aug 2023 20:19
URI: https://eprints.glos.ac.uk/id/eprint/3809

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