Forschungsstelle Glücksspiel

Permanent URI for this collectionhttps://hohpublica.uni-hohenheim.de/handle/123456789/59

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Gambling operators’ use of advertising strategies on social media and their effects: a systematic review
(2024) Singer, Johannes; Wöhr, Andrea; Otterbach, Steffen
Purpose of Review: Social media offer gambling operators an attractive channel for connecting with gamblers and promoting their products. The aim of the present study is to review the recent literature to summarise the latest findings on marketing strategies of gambling operators, and their effects, with particular focus on social media. Recent Findings: A systematic review on gambling advertising in social media has been conducted, taking into account English-language journal articles from 2021 onwards, which include primary data collection. Searching three data bases, a total number of 12 studies from peer-reviewed journals were identified. Gambling advertising has an enormous reach, including esports sponsorship and a surge in popularity on streaming platforms, which raises concerns about the protection of gamblers in general and of vulnerable groups in particular. The studies identify individual advertising strategies and investigate the influence of incentives and tips on gambling behaviour. Gaps in the current literature include evidence from certain regions or countries, research into communication strategies on individual social media platforms, and questions about the effectiveness of regulatory measures regarding gambling advertising. Summary: Gambling operators flexibly adapt their advertising strategies to the surrounding conditions. This appears to be problematic, as the intensity and complexity of gambling advertising increases at the same time as the boundaries between advertising and seemingly neutral content blur. Vulnerable groups, especially children and adolescents, are at special risk, because advertising on social media is particularly attractive for them, while protection mechanisms such as age limits are often missing or being ignored.
Perception of gamblers: a systematic review
(2021) Wöhr, Andrea; Wuketich, Marius
It is generally assumed that gamblers, and particularly people with gambling problems (PG), are affected by negative perception and stigmatisation. However, a systematic review of empirical studies investigating the perception of gamblers has not yet been carried out. This article therefore summarises empirical evidence on the perception of gamblers and provides directions for future research. A systematic literature review based on the relevant guidelines was carried out searching three databases. The databases Scopus, PubMed and BASE were used to cover social scientific knowledge, medical-psychological knowledge and grey literature. A total of 48 studies from 37 literature references was found. The perspective in these studies varies: Several studies focus on the perception of gamblers by the general population, by subpopulations (e. g. students or social workers), or by gamblers on themselves. The perspective on recreational gamblers is hardly an issue. A strong focus on persons with gambling problems is symptomatic of the gambling discourse. The analysis of the studies shows that gambling problems are thought to be rather concealable, whereas the negative effects on the concerned persons‘ lives are rated to be quite substantial. PG are described as “irresponsible” and “greedy” while they perceive themselves as “stupid” or “weak”. Only few examples of open discrimination are mentioned. Several studies however put emphasis on the stereotypical way in which PG are portrayed in the media, thus contributing to stigmatisation. Knowledge gaps include insights from longitudinal studies, the influence of respondents‘ age, culture and sex on their views, the relevance of the type of gambling a person is addicted to, and others. Further studies in these fields are needed.
Stigmatisation of gambling disorder in social media: a tailored deep learning approach for YouTube comments
(2025) Singer, Johannes
Background: The stigmatisation of gamblers, particularly those with a gambling disorder, and self-stigmatisation are considered substantial barriers to seeking help and treatment. To develop effective strategies to reduce the stigma associated with gambling disorder, it is essential to understand the prevailing stereotypes. This study examines the stigma surrounding gambling disorder in Germany, with a particular focus on user comments on the video platform YouTube. Methods: The study employed a deep learning approach, combining guided topic modelling and qualitative summative content analysis, to analyse comments on YouTube videos. Initially, 84,024 comments were collected from 34 videos. After review, two videos featuring a person who had overcome gambling addiction were selected. These videos received significant user engagement in the comment section. An extended stigma dictionary was created based on existing literature and embeddings from the collected data. Results: The results of the study indicate that there is substantial amount of stigmatisation of gambling disorder in the selected comments. Gamblers suffering from gambling disorder are blamed for their distress and accused of irresponsibility. Gambling disorder is seen as a consequence of moral failure. In addition to stigmatising statements, the comments suggest the interpretation that many users are unaware that addiction develops over a period of time and may require professional treatment. In particular, adolescents and young adults, a group with a high prevalence of gambling-related disorders and active engagement with social media, represent a key target for destigmatisation efforts. Conclusions: It is essential to address the stigmatisation of gambling disorder, particularly among younger populations, in order to develop effective strategies to support treatment and help-seeking. The use of social media offers a comprehensive platform for the dissemination of information and the reduction of the stigmatisation of gambling disorder, for example by strengthening certain models of addiction.

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