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Ozuem, Wilson 
ORCID: 0000-0002-0337-1419 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.
doi:10.4018/IJABE.2015070102
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Text (Final published version)
4340 Ozuem (2015) Online social gambling and its implications.pdf - Published Version Available under License All Rights Reserved. Download (3MB) | Preview |
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 > School of Business, Computing and Social Sciences |
| Research Priority Areas: | Applied Business & Technology |
| Depositing User: | Susan Turner |
| Date Deposited: | 23 May 2017 09:56 |
| Last Modified: | 01 Aug 2023 11:41 |
| URI: | https://eprints.glos.ac.uk/id/eprint/4340 |
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