| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 81.23 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Technological changes have provided an unprecedented opportunity to access and engage
everywhere and all the time with gambling in the digital environment. The growth of online
gambling markets fueled by technological advancements, with an increased reliance on
online payments, and global digitization have completely transformed advertising in the
gambling industry. In the last years, the gambling industry has witnessed rapid and
profound changes, with new and hybrid forms of gambling activities emerging, a trend
that is expected to continue in the future (e.g., King et al., 2010; Stehmann, 2020). In
addition, the gambling industry has started to use digital channels to communicate with
its targets and advertise (online) gambling activities. Digital technology has an undeniable
impact on gaming industry advertising, making it a key component of their marketing
strategy. Digital gambling advertising has allowed a more tailored communication towards
the targets, regarding content and types and communication, leading to increased
investment in this advertising. Targeting young people who are frequently exposed to
gambling advertisements has proven to be especially effective when done through social
media and partnerships with digital influencers. These commercials may be promoted
directly on social networks, through embedded YouTube videos, or through gaming
streaming services like Twitch.
Despite the ever-growing investment in the online gambling industry and advertising, the
growing adherence of young people to online gambling and the plethora of ways through
which these can be impacted by online gambling advertisements, frequently subtler and
more diffuse, but also more frequent than those in traditional media, the scholarly work
remains incomplete and fragmented. Attending to the pivotal role of advertising on
gambling behavior and considering that this research domain is still under development,
a comprehensive review of the extant research is deemed as necessary. This paper
focuses on how gambling advertising on digital platforms affects consumers/gamblers
online behaviors. A systematic review of the relevant studies published in peer-review
journals was conducted to identify the key themes and dominant effects. The analysis of
the set of papers considered for this review sheds light on the direct and indirect effects
of digital gambling advertising on online gambling behavior. Based on this analysis, the
general impact, but also the role of specific types of digital advertising and advertising in
specific digital platforms in shaping online gambling attitudes, perceptions and behaviors
are discussed. Based on the existing evidence and the identified research gaps, we
propose future research directions that reflect emerging and unexplored relevant areas.
Conclusively, implications of this study for theory and practice are also addressed.
Description
Keywords
Online gambling Digital gambling advertising Gambling behavior Gambling attitudes
Citation
Antunes, A.C, & Farias, A.R. (2023, abr., 11) Advertising and gambling in the digital age: Insights and trends. Comunicação apresentada no VIII Congreso Internacional Comunicación y Pensamiento: Imagen y manipulación. Viejas prácticas, nuevas fronteras, Facultad de Comunicación de la Universidad de Sevilla, Espanha.
Publisher
AdMIRA - Análisis de Medios, Imágenes y Relatos Audiovisuales
LADECOM - Laboratorio de Estudios en Comunicación
IMAGO - Imagen, Medios Audiovisuales e Historia de la Comunicación
IROCAMM - International Review of Communication and Marketing Mix
EGREGIUS - Congresos y Eventos
LADECOM - Laboratorio de Estudios en Comunicación
IMAGO - Imagen, Medios Audiovisuales e Historia de la Comunicación
IROCAMM - International Review of Communication and Marketing Mix
EGREGIUS - Congresos y Eventos