How do Gambling Providers Use the Social Network Twitter in Germany? An Explorative Mixed-Methods Topic Modeling Approach

Singer, Johannes; Kufenko, Vadim; Wöhr, Andrea; Wuketich, Marius; Otterbach, Steffen

doi:10.1007/s10899-022-10158-y

Cited by 2 publications

(1 citation statement)

References 48 publications

(86 reference statements)

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“…This proportion is similar in other countries e.g. 33% in Germany (Singer et al 2022) and 48% in Canada (Wheaton et al, 2024). Houghton et al (2019) found that around 8% of social media posts by gambling providers used "brand engagement strategies" whilst Smith and Nairn (2019) found that UK gambling content marketing reaped much more engagement on Twitter (i.e.…”

Section: Gambling Advertising On Social Media: What We Knowsupporting

confidence: 75%

Clearly (not) identifiable – The recognisability of gambling content marketing

Rossi,

Nairn

2024

Preprint

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Social media marketing is evolving rapidly, with content marketing emerging as a prominent technique. Itblurs the lines between content and advertising and aims to foster enduring positive relationships between brand and consumer. For gambling products, approximately 40-50% of social media ads are content marketing. International advertising codes stipulate that advertising must be obviously identifiably as such. To date, however, no one has investigated whether content marketing is identifiable – particularly to children and young adults who are vulnerable to gambling harms. Our online experiment with over 650 participants aged 11-78 investigate whether consumers of all or any age are, indeed, able to recognise content marketing as advertising. The results are striking. Firstly, children and young persons show significantly lower recognition rates for social media ads, compared to adults. Secondly, irrespective of age, content marketing is universally challenging to identify compared to conventional ads. This holds true for both gambling and insurance ads. Levels for gambling content marketing hover around chance levels for children and young persons, while only slightly above for adults. These findings underscore the deficiencies in current advertising regulations. The authors recommend a ban on gambling content marketing. They also recommend the expansions of advertising literacy education in schools and the integration of (gambling) advertising literacy skills into third sector gambling education programmes. These measures would enhance consumer protection in the ever-evolving landscape of social media marketing.

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Section: Gambling Advertising On Social Media: What We Knowsupporting

confidence: 75%

Clearly (not) identifiable – The recognisability of gambling content marketing

Rossi,

Nairn

2024

Preprint

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Gambling Operators’ Use of Advertising Strategies on Social Media and Their Effects: A Systematic Review

Singer,

Wöhr,

Otterbach

2024

Curr Addict Rep

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Purpose of Review Social media offer gambling operators an attractive channel for connecting with gamblers and promoting their products. The aim of the present study is to review the recent literature to summarise the latest findings on marketing strategies of gambling operators, and their effects, with particular focus on social media. Recent Findings A systematic review on gambling advertising in social media has been conducted, taking into account English-language journal articles from 2021 onwards, which include primary data collection. Searching three data bases, a total number of 12 studies from peer-reviewed journals were identified. Gambling advertising has an enormous reach, including esports sponsorship and a surge in popularity on streaming platforms, which raises concerns about the protection of gamblers in general and of vulnerable groups in particular. The studies identify individual advertising strategies and investigate the influence of incentives and tips on gambling behaviour. Gaps in the current literature include evidence from certain regions or countries, research into communication strategies on individual social media platforms, and questions about the effectiveness of regulatory measures regarding gambling advertising. Summary Gambling operators flexibly adapt their advertising strategies to the surrounding conditions. This appears to be problematic, as the intensity and complexity of gambling advertising increases at the same time as the boundaries between advertising and seemingly neutral content blur. Vulnerable groups, especially children and adolescents, are at special risk, because advertising on social media is particularly attractive for them, while protection mechanisms such as age limits are often missing or being ignored.

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How do Gambling Providers Use the Social Network Twitter in Germany? An Explorative Mixed-Methods Topic Modeling Approach

Cited by 2 publications

References 48 publications

Clearly (not) identifiable – The recognisability of gambling content marketing

Clearly (not) identifiable – The recognisability of gambling content marketing

Gambling Operators’ Use of Advertising Strategies on Social Media and Their Effects: A Systematic Review

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