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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 Chatwin
Internet 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 Economics

ISSN

1751-8008

Publisher

The Journal of Gambling Business and Economics

Issue

1

Volume

9

Page range

58-76

Department affiliated with

  • Engineering and Design Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2015-06-18

First Compliant Deposit (FCD) Date

2015-06-18

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