Demographic analysis of Chinese gamblers’ perceptions of e-marketing mix elements adopted by online casinos

Sam, K M and Chatwin, C R (2015) Demographic analysis of Chinese gamblers’ perceptions of e-marketing mix elements adopted by online casinos. Journal of Industrial and Intelligent Information, 3 (2). pp. 126-132. ISSN 2301-3745

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Abstract

The Internet explosion has revolutionized numerous industries, making online shopping and auctions into profitable business sectors. An increasingly important market sector is the casino industry. The profile and popularity of gambling on an internet casino is evolving rapidly, with the online gambling business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are Internet shoppers. In this study, the Chinese gamblers’ perceptions of e-marketing mix elements offered by online casinos will be analyzed. The purpose is : i) to investigate the popular e-marketing tools supported by existing online casinos; ii) to evaluate the demographic effect on Chinese gamblers’ perceptions of e-marketing mix elements. The results can provide a market reference for investors in online casinos.

Item Type: Article
Keywords: e-marketing, demographic analysis, online casinos, internet gambling, e-marketing mix models
Schools and Departments: School of Engineering and Informatics > Engineering and Design
Subjects: H Social Sciences
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Q Science
Q Science > QA Mathematics > QA0075 Electronic computers. Computer science
T Technology
Related URLs:
Depositing User: Chris Chatwin
Date Deposited: 16 Jun 2015 13:44
Last Modified: 06 Mar 2017 18:19
URI: http://sro.sussex.ac.uk/id/eprint/51391

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