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

Presented by: Raffaello Rossi, University of Bristol (

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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