Affiliate marketing of sports betting – a cause for concern?

Houghton, Scott; Moss, Mark; Casey, Emma

doi:10.1080/14459795.2020.1718737

Cited by 12 publications

(9 citation statements)

References 6 publications

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“…The promotional intent of these methods is not often made explicit. Furthermore, affiliate marketing has been recently questioned in terms of its transparency, sincerity and true benefit to consumers [ 10 ]. Due to this increased use of third-parties, affiliate marketing may also operate as a buffer that shifts or obscures the social responsibility of the gambling industry [ 45 ].…”

Section: Discussionmentioning

confidence: 99%

“…Such funding has led to the development of sophisticated advertising campaigns that are disseminated across traditional media such as television [ 8 ] and via sports sponsorship [ 4 ]. In addition, these campaigns have resourcefully adapted to the digital sphere via online and social media marketing [ 9 , 10 ]. This shift towards the online environment has granted gambling operators uninterrupted advertising space; especially during the Covid-19 pandemic.…”

Section: Introductionmentioning

confidence: 99%

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Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

et al. 2021

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Background Gambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. However, there is limited data on this rapidly evolving phenomenon. Methods A rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising. Results Twenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising. Conclusions Overall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. [Pre-registered online via Prospero: CRD42020184349].

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

et al. 2021

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“…The following exclusion criteria were applied to each of the 89 articles. Studies that were tangentially related to social media [17][18][19] or focused on similarity were excluded, as were papers that did not report primary data [13,16,[20][21][22]. Papers that were duplicates (e.g.…”

Section: Exclusion Criteriamentioning

confidence: 99%

The Use of Social Media in Research on Gambling: a Systematic Review

James

Bradley

2021

Curr Addict Rep

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Purpose of Review Social media enables a range of possibilities in the way gamblers and gambling operators interact and content communicate with gambling. The purpose of this systematic review was to synthesise the extant literature to identify the ways in which social media has been investigated in the context of gambling. Recent Findings A systematic review of the literature identified 41 papers that collected primary data pertinent to gambling and social media from multiple disciplines. These papers broadly fell into three themes: communication, community and calculation (of sentiment). Papers on communication focused on the content of gambling advertising on social media and the impact on people exposed to it. Studies of gambling communities studied the activity and structures of discussion groups on social media concerning recreational or problematic gambling. Papers on calculation collated social media data to assess sentiment and compared it against betting odds. Summary There is an emerging multidisciplinary literature that has looked at the use of social media in relation to gambling. There is preliminary evidence that the content and the reach of gambling advertising on social media is a source of concern, particularly for younger people. The themes discussed on gambling support forums appear to be common across communities, focusing on negative emotions, recovery, addictive products and financial support. Using social media to assess sentiment appears to be particularly effective at identifying potential upsets in sporting matches. Future suggestions for research are explored.

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“…This is attributable to its well-known status as a highly costeffective type of online advertising channel versus other comparable platforms, which is due to its capacity for reducing the administrative costs associated with sales advertising. Recently, most research on affiliate marketing focused on in-house affiliate marketing (Beranek, 2019), sports betting (Houghton et al, 2020), the role of affiliate marketing on social media (Haikal et al, 2020), and different operating systems (Singhal & Anand, 2021). However, factors that influence the intention to use affiliate marketing are still found to be lacking within the literature of online marketing and related research.…”

Section: Affiliate Marketingmentioning

confidence: 99%

Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

Patrick¹,

Hee²

2021

JSSH

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The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed.

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Affiliate marketing of sports betting – a cause for concern?

Cited by 12 publications

References 6 publications

Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

The Use of Social Media in Research on Gambling: a Systematic Review

Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

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