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

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posted on 2023-06-08, 19:06 authored by K M Sam, Chris ChatwinChris Chatwin
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.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Journal of Industrial and Intelligent Information

ISSN

2301-3745

Issue

2

Volume

3

Page range

126-132

Department affiliated with

  • Engineering and Design Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2015-06-16

First Open Access (FOA) Date

2015-06-16

First Compliant Deposit (FCD) Date

2015-06-16

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