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Chinese gamblers' perceptions of e-marketing mix elements for online casinos
journal contribution
posted on 2023-06-08, 21:11 authored by Kin Meng Sam, Chris ChatwinChris ChatwinInternet ubiquity has revolutionized numerous industries, making online shopping and auctions a profitable business sector that is now impacting on the casino industry. Different e-marketing approaches have been widely adopted by online casinos to facilitate betting transactions. The uniqueness of e-marketing is characterized via a series of specific and relational functions that are combined with the traditional 4Ps (Product, Price, Place and Promotion) to form the e-marketing mix elements. The renown and popularity of gambling on internet casinos is growing rapidly, with the online casino business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are online shoppers. In this study, the perceptions of Chinese gamblers are analyzed to find out: i) the demographic effect on their perceptions of e-marketing mix elements offered by online casinos; ii) the relationships between their perceptions of e-marketing mix elements. The results can provide a reference strategy for the investors in online casinos to develop e-marketing plans for the online businesses.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Gambling Business and EconomicsISSN
1751-8008Publisher
The Journal of Gambling Business and EconomicsPublisher URL
Issue
1Volume
9Page range
58-76Department affiliated with
- Engineering and Design Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2015-06-18First Compliant Deposit (FCD) Date
2015-06-18Usage metrics
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