| Summary: | Research questions: What role do culture and legislation have when it comes to the message content of betting companies? Do the culture and legislation influence the companies to use either emotional or rational marketing? Do culture and legislation influence the companies to use either hard or soft-sell in marketing? Purpose: The intention of writing this paper is to give the reader a full concept on the market of betting/gambling and get an explanation of how the changes in communication can differ in the Swedish, British and American markets depending on legislation barriers and cultural diversity. We strive to build a more comprehensive explanation of how these factors influence Svenska Spel, Bet365, and MGM to use either an emotional or rational marketing strategy and a hard- or softselling approach when they construct a favorable message content. Method: This is a qualitative research study with an abductive approach. The information used in the study is thoroughly researched, and the laws and cultural norms that are investigated are relevant within the study’s framework. The literature study was carried out by collecting theory from credible scientific articles, public regulations, and a carefully worked out Hofstede model. Conclusion: The results of this study show that the culture heavily influences the actual message content of each company on the market as well as the laws and legislations. Evidence to support this claim is that the traits of emotional and rational marketing combined with either soft-sell or hard-sell reflect the cultural traits of both the consumers and the market as a whole.
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