Exploiting online social gambling for marketing communications

Ozuem, Wilson ORCID logo ORCID: https://orcid.org/0000-0002-0337-1419 , Prasad, Jason and Lancaster, Geoff (2018) Exploiting online social gambling for marketing communications. Journal of Strategic Marketing, 26 (3). pp. 258-282.

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Official URL: https://doi.org/10.1080/0965254X.2016.1211728


Internet technology provides a new approach to how gambling is conducted in postmodern times. Drawing on constructivist research and utilising a single case study strategy, this paper examines online social gambling and real money gambling marketing communication practices, as well as offering some insights into the development and implementation of effective marketing communication programmes. In contrast to existing studies, this paper, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments. The paper reveals the implicit structure of meanings underlying the link between online social gambling activity and real money gambling practices.

Item Type: Article
Journal / Publication Title: Journal of Strategic Marketing
Publisher: Taylor & Francis (Routledge)
ISSN: 1466-4488
Departments: Academic Departments > Business, Law, Policing & Social Sciences (BLPSS) > Business
Depositing User: Anna Lupton
Date Deposited: 01 Jul 2019 14:16
Last Modified: 12 Jan 2024 19:01
URI: https://insight.cumbria.ac.uk/id/eprint/4957


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