Tiếp thị cờ bạc từ năm 2014 đến 2018: Một đánh giá tài liệu

Springer Science and Business Media LLC - Tập 6 - Trang 49-56 - 2019
Philip W. S. Newall1, Crawford Moodie2, Gerda Reith3, Martine Stead2, Nathan Critchlow2, Amber Morgan2, Fiona Dobbie4
1Applied Psychology, WMG, University of Warwick, Coventry, UK
2Institute for Social Marketing, University of Stirling, Stirling, UK
3School of Social and Political Sciences, University of Glasgow, Glasgow, UK
4Usher Institute, College of Medicine and Veterinary Medicine, University of Edinburgh, Edinburgh, UK

Tóm tắt

Luật pháp và công nghệ đã dẫn đến những thay đổi hoàn toàn chưa từng có về tần suất và nội dung tiếp thị cờ bạc ở nhiều quốc gia. Chúng tôi xây dựng dựa trên các đánh giá trước đó bằng cách khám phá nghiên cứu về tiếp thị cờ bạc trong khoảng thời gian từ 2014 đến 2018. Hầu hết tài liệu được xem xét đến từ Vương quốc Anh hoặc Úc, với ba phát hiện chính được xác định. Đầu tiên, tiếp thị cờ bạc được nhắm mục tiêu cao và phổ biến xung quanh thể thao, với các chiến lược phổ biến nhất là tăng cường nhận diện thương hiệu, quảng cáo các ưu đãi tài chính phức tạp cho việc tham gia và quảng cáo các tỷ lệ cược phức tạp. Thứ hai, nhận thức về quảng cáo cờ bạc, đặc biệt là trong các nhóm dễ bị tổn thương (ví dụ: trẻ em, người chơi cờ bạc gặp vấn đề) dường như bị ảnh hưởng bởi nội dung được nhắm mục tiêu này. Thứ ba, các nghiên cứu mới nổi cho thấy rằng sự nhận thức về tiếp thị cờ bạc có liên quan đến hành vi cờ bạc thường xuyên hơn và mạo hiểm hơn. Tài liệu được xem xét cho thấy tiếp thị cờ bạc được nhắm mục tiêu và ảnh hưởng đến cách cờ bạc được nhận thức, và nó có thể ảnh hưởng đến các hành vi liên quan đến cờ bạc.

Từ khóa

#tiếp thị cờ bạc #Vương quốc Anh #Úc #nhóm dễ bị tổn thương #hành vi cờ bạc

Tài liệu tham khảo

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