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Facets and Dimensions of Online Social Gambling: Refining Tools for Marketing Communications
Abstract
While the concern with online gambling and its implications for marketing communications scholars and practitioners has increased during the recent years, it remains an understudied area. This is unfortunate since the advent of Internet technology widens the platform for global gambling, and many companies face some challenges in balancing online social gambling and real money gambling. 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.
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