A content analysis of gambling operators’ Twitter accounts at the start of the English premier league football season

Killick, E.A. ORCID: 0000-0002-0576-8081 and Griffiths, M.D. ORCID: 0000-0001-8880-6524, 2020. A content analysis of gambling operators’ Twitter accounts at the start of the English premier league football season. Journal of Gambling Studies, 36, pp. 319-341. ISSN 1573-3602

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The use of social media is now an established strategy to engage and maintain customer loyalty. The purpose of the present study was to examine the Twitter accounts of ten of the largest online sports betting operators in the UK to determine what marketing strategies were employed. More specifically, this study analyzed 3375 tweets posted by the operators during the opening weekend of the 2018–2019 English Premier League football season using a content analysis methodology. The results demonstrated that multiple strategies, including hashtags, were used to link gambling operator tweets with major sporting events, and the use of numerous promotional campaigns. Notably, over 90% of the tweets contained no responsible gambling information. The quantity and content of social media posts underline the need for a review of the current advertising regulations in the UK. Further research should examine how exposure to sports betting social media marketing influences gambling behavior.

Item Type: Journal article
Publication Title: Journal of Gambling Studies
Creators: Killick, E.A. and Griffiths, M.D.
Publisher: Springer New York
Date: March 2020
Volume: 36
ISSN: 1573-3602
9879Publisher Item Identifier
Rights: © the author(s) 2019. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Divisions: Schools > School of Social Sciences
Record created by: Jonathan Gallacher
Date Added: 27 Aug 2019 10:11
Last Modified: 20 Feb 2020 14:56
URI: https://irep.ntu.ac.uk/id/eprint/37466

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