TRUST-BUILDING COMMUNICATION STRATEGIES OF ONLINE GAMBLING WEBSITES
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Abstract
This research article aims to examine the communication strategies employed to establish the credibility of online gambling websites and to synthesize guidelines for media literacy regarding the communication strategies used to construct such credibility. The study employed a qualitative research methodology, incorporating qualitative content analysis together with rhetorical interpretation of visual rhetoric and persuasive communication. The sample consisted of ten online gambling websites purposively selected from websites that remained active and contained complete communication elements in accordance with the analytical framework. The research instruments included a website recording form and a communication component analysis form. The data were analyzed based on the concepts of source credibility, persuasive communication, visual rhetoric, and trust communication. The findings revealed that online gambling websites employ communication through visual elements, language, user experience, and platform image to create perceptions of credibility. Most websites adopt communication strategies that emphasize images of modernity, automated deposit and withdrawal systems, confidence-building messages, promotional offers, user-friendly interface design, and the image of online sports platforms to communicate website credibility. Furthermore, the study synthesized knowledge regarding communication processes that reduce users' risk perception through platform design, information presentation, and the creation of a continuous user experience, ultimately leading to the perception of platform credibility. However, this study is not intended to support online gambling websites. Rather, it seeks to reveal the communication strategies employed within online environments in order to promote digital media literacy and to provide evidence for the development of communication approaches and public policies aimed at preventing the adverse impacts of online gambling.
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