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      Comparing football bettors' response to social media marketing differing in bet complexity and account type – An experimental study

      research-article
      1 , , , 2
      Journal of Behavioral Addictions
      Akadémiai Kiadó
      sports betting, marketing, social media

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          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.

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          Most cited references29

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          Availability: A heuristic for judging frequency and probability

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            A pathways model of problem and pathological gambling

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              Evaluating the problem gambling severity index.

              A large, integrated survey data set provided by the Ontario Problem Gambling Centre was used to investigate psychometric properties of the Problem Gambling Severity Index (PGSI). This nine-item self-report instrument was designed to measure a single, problem gambling construct. Unlike its nearest competitor--the South Oaks Gambling Screen (SOGS)--the PGSI was designed specifically for use with a general population rather than in a clinical context. The present analyses demonstrated that the PGSI does assess a single, underlying, factor, but that this is complicated by different, multiple factor structures for respondents with differing levels of problem gambling severity. The PGSI also demonstrated small to moderate correlations with measures of gambling frequency and faulty cognitions. Overall, the PGSI presents a viable alternative to the SOGS for assessing degrees of problem gambling severity in a non-clinical context.
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                Author and article information

                Contributors
                Journal
                J Behav Addict
                J Behav Addict
                JBA
                Journal of Behavioral Addictions
                Akadémiai Kiadó (Budapest )
                2062-5871
                2063-5303
                26 September 2020
                October 2021
                October 2021
                : 10
                : 3
                : 388-395
                Affiliations
                [1 ] NB155, Department of Psychology, Faculty of Health and Life Sciences, Northumbria University , Newcastle upon Tyne, NE1 8ST, UK
                [2 ] Department of Psychology, Faculty of Health and Life Sciences, Northumbria University , Newcastle upon Tyne, NE1 8ST, UK
                Author notes
                [* ]Corresponding author. Email scott2.houghton@ 123456northumbria.ac.uk
                Author information
                https://orcid.org/0000-0003-0165-122X
                https://orcid.org/0000-0002-5994-2540
                Article
                10.1556/2006.2020.00056
                8997207
                32980826
                f26df01b-8470-42fb-847f-838d1141abfa
                © 2020 The Author(s)

                Open Access. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License ( https://creativecommons.org/licenses/by-nc/4.0/), which permits unrestricted use, distribution, and reproduction in any medium for non-commercial purposes, provided the original author and source are credited, a link to the CC License is provided, and changes – if any – are indicated.

                History
                : 19 May 2020
                : 4 August 2020
                : 19 August 2020
                Page count
                Figures: 1, Tables: 3, Equations: 0, References: 29, Pages: 08
                Funding
                Funded by: GambleAware
                Categories
                Article

                sports betting,marketing,social media
                sports betting, marketing, social media

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