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

Author

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  • Wilson Ozuem

    (The Business School, University of Gloucestershire, Cheltenham, UK)

  • Jason Prasad

    (University of Wales, Cardiff, UK)

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.

Suggested Citation

  • Wilson Ozuem & Jason Prasad, 2015. "Online Social Gambling and Its Implications for the Study of Marketing Communications," International Journal of Applied Behavioral Economics (IJABE), IGI Global, vol. 4(3), pages 22-50, July.
    • Handle: RePEc:igg:jabe00:v:4:y:2015:i:3:p:22-50
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    Cited by:

    1. Paolo Calvosa, 2021. "The Influence of E-Commerce in Changing Competition in Regulated Industries: An Analysis in the Italian Sports Betting Market," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(12), pages 306-306, July.

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