The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Differences that Matter: A New Framework for Evaluating Marketing Communication Effectiveness in Online Social Gambling
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.
Related Content
|
Riann Singh, Shalini Ramdeo.
© 2023.
26 pages.
|
|
Fred Moonga, Trevor Sichombo, Siwa Irene Mwene, Richard Mweemba.
© 2023.
18 pages.
|
|
Zeinab Asef Arees.
© 2023.
16 pages.
|
|
Anand Jha, Namita Saxena, Suhel Ahmed Khan, Manoj Kr. Niranjan.
© 2023.
31 pages.
|
|
Muhammad Faisal Sultan, Imam Uddin, Muhammad Asif, Asim Rafiq.
© 2023.
9 pages.
|
|
Muhammad Faisal Sultan, Sadia Khurram Shaikh, Aamir Firoz Shamsi, Ghazala Shaukat.
© 2023.
11 pages.
|
|
Anita Damenshie-Brown, Kingsley Ofosu-Ampong.
© 2023.
24 pages.
|
|
|