Houghton, Scott and Moss, Mark (2021) Comparing football bettors' response to social media marketing differing in bet complexity and account type – An experimental study. Journal of Behavioral Addictions, 10 (3). pp. 388-395. ISSN 2062-5871
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Text (Final published version)
[20635303 - Journal of Behavioral Addictions] Comparing football bettors' response to social media marketing differing in bet complexity and account type – An experimental study.pdf - Published Version Available under License Creative Commons Attribution Non-commercial 4.0. Download (733kB) | Preview |
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Text (Advance online version)
[20635303 - Journal of Behavioral Addictions] Comparing football bettors' response to social media marketing differing in bet complexity and account type – An experimental study (1).pdf - Published Version Available under License Creative Commons Attribution Non-commercial 4.0. Download (731kB) | Preview |
Abstract
Background and aims
The current study aimed to assess how sports bettors respond to advertised bets on social media and whether this differs dependent upon bet complexity and social media account type.
Methods
Employing a 3 × 2 repeated measures design, 145 regular football bettors were recruited to take part in an online study requiring them to rate bets advertised upon social media, providing indications of their likelihood to bet, confidence in the bet and how much they would stake on the bet. Advertised bets differed in terms of complexity (low, medium and high) and each bet was presented separately on both an operator account and an affiliate account.
Results
Data analysis highlighted a significant interaction between bet complexity and account type, with bettors rating themselves as being more likely to bet and more confident in bets which were presented on an affiliate account for medium complexity bets but not for low or high complexity bets.
Discussion and conclusions
This study provides initial evidence that affiliate marketing of sports betting increases bettor's confidence in certain types of bets. This heightens previously addressed concerns around affiliate marketing, given that affiliates are financially incentivised to attract custom toward gambling operators. Future research should explore risk factors for increased uptake of affiliate marketing, and the impact on gambling behaviour.
| Item Type: | Article |
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| Additional Information: | Funding information: This study was carried out as a part of the lead authors' PhD studies. The PhD is funded by GambleAware. GambleAware approved the overall focus of the PhD, however had no involvement in the research design, methodology, conduct, analysis or write-up. MM is the lead supervisor on the main author's PhD program. |
| Uncontrolled Keywords: | sports betting; marketing; social media |
| Subjects: | C800 Psychology |
| Department: | Faculties > Health and Life Sciences > Psychology |
| Depositing User: | Ellen Cole |
| Date Deposited: | 15 Dec 2020 13:55 |
| Last Modified: | 13 Dec 2021 09:15 |
| URI: | http://nrl.northumbria.ac.uk/id/eprint/45010 |
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