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Devil in Disguise? How Content Marketing is Designed to Make Kids Gamble.

Presented by: Raffaello Rossi, University of Bristol (raffaello.rossi@bristol.ac.uk)

The present study investigates the use of content marketing by gambling providers on Twitter with a focus on its possibly problematic effects it has on children and young persons (11-24) by employing a mixed method comprising a Big Data analysis of 888,745 Tweets and a subsequent manual content analysis of 381 Tweets.

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  • May 20, 2020 at 10:36 pm #59937
    Monica Gerhardt

    Please provide feedback on Devil in Disguise? How Content Marketing is Designed to Make Kids Gamble.

    May 28, 2020 at 6:21 pm #60271
    Mariea Hoy

    Your analysis was of Tweets and your focus is on the appeal to children/young persons. I don’t typically think of Twitter as a dominant social media platform for this audience. Could you explain why you chose it rather than one that skews toward a younger demographic?

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