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

2020 ◽  
Author(s):  
Scott Houghton ◽  
Mark Moss
Keyword(s):  
Social Media ◽  
Repeated Measures ◽  
Sports Betting ◽  
Social Media Marketing ◽  
Future Research ◽  
Gambling Behaviour ◽  
Online Study ◽  
Repeated Measures Design ◽  
Gambling Operators ◽  
The Impact

AbstractBackground and aimsThe 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.MethodsEmploying 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.ResultsData 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 conclusionsThis 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.

scholarly journals A Review of Sports Wagering: Prevalence, Characteristics of Sports Bettors, and Association with Problem Gambling

2019 ◽  
Vol 43 ◽  
Author(s):  
Ken C Winters ◽  
Jeffrey L Derevensky
Keyword(s):  
Problem Gambling ◽  
Current Knowledge ◽  
Future Research ◽  
Gambling Behaviour ◽  
Supreme Court Ruling ◽  
Technological Advances ◽  
Sports Gambling ◽  
Future Research Directions ◽  
Gambling Operators ◽  
The Impact

Given significant technological advances, the U.S. Supreme Court ruling in 2018 permitting U.S. states to offer and regulate sports wagering, and multiple international governments already regulating and licensing sports wagering operators, sports wagering will likely continue to grow exponentially. This expanding landscape of sports wagering may pose public health problems. This literature review provides a description of our current knowledge of sports gambling behaviour among adults, adolescents, and athletes, including prevalence rates and factors associated with problem gambling sports bettors. We highlight new issues that are surfacing, particularly the interaction between online betting, sports viewing, live betting, mobile technology, and sports fantasy gambling. We also address future research directions, including the need for longitudinal studies to clarify factors that contribute to the onset and maintenance of sports-related problem gambling, to examine the impact of major league sports leagues and professional teams that partner with gambling operators and casinos on gambling behaviour, and the need to assess public policy and treatment approaches.RésuméCompte tenu des progrès technologiques importants, de la décision rendue par la Cour suprême des États-Unis en 2018 autorisant les États américains à proposer et à réglementer les paris sportifs et des multiples réglementations gouvernementales internationales les autorisant, les paris sportifs continueront probablement de croître de manière exponentielle. Or, ce domaine de paris sportifs en pleine expansion peut poser des problèmes de santé publique. Cet examen de la littérature contient une description de nos connaissances actuelles sur le comportement au jeu sportif chez les adultes, les adolescents et les athlètes, notamment les taux de prévalence et les facteurs associés aux parieurs sportifs du jeu problématique. Nous mettons en lumière des problèmes émergents, notamment l’interaction entre les paris en ligne, l’écoute de joutes sportives, les paris en direct, la technologie mobile et les jeux de hasard fantastiques. Y sont également abordés l’orientation des recherches futures, notamment la nécessité d’études longitudinales visant à clarifier les facteurs qui contribuent aux débuts et à la poursuite du jeu compulsif lié au sport, un examen de l’impact sur le comportement de jeu des collaborations entre des ligues sportives majeures et des équipes professionnelles et des opérateurs de jeux et des casinos, ainsi que les secteurs d’intérêt concernant les politiques publiques et le traitement.

scholarly journals THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

2015 ◽  
Vol 03 (02) ◽  
pp. 60-67
Author(s):  
Ayesha Tariq ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Mediating Role ◽  
Customer Interaction ◽  
The Impact ◽  
Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

scholarly journals The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

2019 ◽  
Vol 11 (1) ◽  
pp. 134 ◽  
Author(s):  
Maha M. Khan
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Model Fit ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Future Research ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact

Purpose – The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. Design/methodology/approach – This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi–square and overall model fit indices further confirm the structural model fit. Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship. Research limitations/ future research – The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies. Originality/value – This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

The Effectiveness of Social Media Marketing: The Impact of Facebook Status Updates on a Campus Recreation Event

2013 ◽  
Vol 37 (2) ◽  
pp. 147-159 ◽  
Author(s):  
Kendra S. Bayne ◽  
Beth A. Cianfrone
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Future Research ◽  
Campus Recreation ◽  
Sport Organizations ◽  
Intention To Participate ◽  
Within Subjects ◽  
Marketing Tool ◽  
The Impact ◽  
Promotional Marketing

Social media marketing, including the use of Facebook, is becoming a prevalent part of the promotional marketing mix by recreation and sport organizations. While use of Facebook as a marketing tool is common, empirical evidence of its use is lacking. This study examined the effectiveness of social media marketing on college students in a campus recreation setting. Specifically, the effectiveness of Facebook status messages were assessed via a 2 × 2 repeated factorial within-subjects design to determine their influence on awareness of, interest in, and intention to participate in a campus recreation special event. Participants were assigned to experimental ( n = 26) or control ( n = 29) groups. ANCOVAs revealed significant differences in awareness based on the treatment, but not in interest or intention. Findings suggest that social media marketing was effective in increasing awareness, and the study served as an empirical foundation for future research.

Power of Modified Brown-Forsythe and Mixed-Model Approaches in Split-Plot Designs

Methodology ◽  
2017 ◽  
Vol 13 (1) ◽  
pp. 9-22 ◽  
Author(s):  
Pablo Livacic-Rojas ◽  
Guillermo Vallejo ◽  
Paula Fernández ◽  
Ellián Tuero-Herrero
Keyword(s):  
Repeated Measures ◽  
Statistical Power ◽  
Mixed Model ◽  
Covariance Structure ◽  
Simulation Method ◽  
Future Research ◽  
Repeated Measures Design ◽  
Fixed And Random Effects ◽  
Split Plot ◽  
High Level

Abstract. Low precision of the inferences of data analyzed with univariate or multivariate models of the Analysis of Variance (ANOVA) in repeated-measures design is associated to the absence of normality distribution of data, nonspherical covariance structures and free variation of the variance and covariance, the lack of knowledge of the error structure underlying the data, and the wrong choice of covariance structure from different selectors. In this study, levels of statistical power presented the Modified Brown Forsythe (MBF) and two procedures with the Mixed-Model Approaches (the Akaike’s Criterion, the Correctly Identified Model [CIM]) are compared. The data were analyzed using Monte Carlo simulation method with the statistical package SAS 9.2, a split-plot design, and considering six manipulated variables. The results show that the procedures exhibit high statistical power levels for within and interactional effects, and moderate and low levels for the between-groups effects under the different conditions analyzed. For the latter, only the Modified Brown Forsythe shows high level of power mainly for groups with 30 cases and Unstructured (UN) and Autoregressive Heterogeneity (ARH) matrices. For this reason, we recommend using this procedure since it exhibits higher levels of power for all effects and does not require a matrix type that underlies the structure of the data. Future research needs to be done in order to compare the power with corrected selectors using single-level and multilevel designs for fixed and random effects.

Understanding the Experiences of Anger in the Onset and Progression of Psoriasis: A Qualitative Study Using Social Media (Preprint)

2021 ◽  
Author(s):  
Olivia Hughes ◽  
Rachael Hunter
Keyword(s):  
Social Media ◽  
Qualitative Interviews ◽  
Psychosocial Interventions ◽  
Skin Condition ◽  
Future Research ◽  
Social Media Platforms ◽  
Chronic Skin ◽  
Skin Conditions ◽  
The Impact

BACKGROUND Psoriasis is a chronic inflammatory skin condition, which can be affected by stress. Living with psoriasis can trigger negative emotions, which may influence quality of life. OBJECTIVE This study explored the experiences of people with psoriasis with attention to the potential role of anger in the onset and progression of the chronic skin condition. METHODS Semi-structured qualitative interviews were conducted with twelve participants (n=5 females, n=7 males) recruited online from an advert on a patient charity’s social media platforms. Data were transcribed and analysed using thematic analysis. RESULTS Four key themes were identified: (1) ‘I get really angry with the whole situation:’ anger at the self and others, (2) the impact of anger on psoriasis: angry skin, (3) shared experiences of distress, and (4) moving past anger to affirmation. CONCLUSIONS Findings suggest that anger can have a perceived impact on psoriasis through contributing to sensory symptoms and unhelpful coping cycles and point to a need for enhanced treatment with more psychological support. The findings also highlight the continued stigma which exists for people living with skin conditions and how this may contribute to, and sustain, anger for those individuals. Future research could usefully focus on developing targeted psychosocial interventions to promote healthy emotional coping with psoriasis.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products

2020 ◽  
Vol 15 (5) ◽  
pp. 100
Author(s):  
Jui-Lung Chen ◽  
Apritika Dermawan
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Purchase Intention ◽  
Future Research ◽  
Web Based ◽  
Practical Applications ◽  
Mainstream Media ◽  
Marketing Tool ◽  
Willingness To Purchase ◽  
The Impact

Social media are web-based technology and social platform that involve social, personal and technological factors, which have triggered the development and evolution of website-based communities. Moreover, relevant web-based applications have also become the mainstream media for value creation and information exchange. The proliferation, convenience, and immediacy of social media have attracted many enterprises to adopt social media as a marketing tool. Among them, Electronic Word-of-Mouth (E-WoM), used mostly by vloggers (video bloggers), enables its users to review products and express their opinions on social media. Therefore, E-WoM has gradually become an important source of information for consumers, which influences their purchasing decisions. YouTube, a video sharing platform affiliated with Google, is a popular social media with tons of users. One of its most appealing and popular communities is Beauty Blogger, where beauty vloggers create and upload videos about beauty products. This study explored the impact of YouTube beauty vlogger on the attitude of Indonesian women towards locally made cosmetics and their willingness to purchase them. Based on the research results, relevant conclusions and recommendations were proposed which can be used as a reference for future research and practical applications.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

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