Differences that Matter: A New Framework for Evaluating Marketing Communication Effectiveness in Online Social Gambling

Ozuem, Wilson ORCID: 0000-0002-0337-1419 and Prasad, Jason (2014) Differences that Matter: A New Framework for Evaluating Marketing Communication Effectiveness in Online Social Gambling. In: Handbook of Research on the Impact of Culture and Society on the Entertainment Industry. IGI Global, pp. 389-419. ISBN 9781466661905

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Abstract

Gambling has been a part of humanity for a very 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 twist on how gambling is conducted in postmodern times. Drawing on qualitative research, this chapter examines online social gambling and real money gambling marketing communication practices and offers some insights on the development and implementation of effective marketing communication programmes. In contrast to existing studies, the chapter, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments.

Item Type:	Book Section
Subjects:	H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas:	Applied Business & Technology
Depositing User:	Anne Pengelly
Date Deposited:	15 Mar 2017 13:06
Last Modified:	05 Aug 2023 12:05
URI:	https://eprints.glos.ac.uk/id/eprint/4381

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