Why Do Individuals Engage in In-Play Sports Betting? A Qualitative Interview Study.

Increasing technological advancements and changing consumer behavior has resulted in individuals having access to a wider range of online gambling markets and sporting events than ever before. Sports betting in real time has been aided by the accessibility of smartphone devices. Consequently, the popularity of live sports betting (i.

A Content Analysis of Gambling Operators' Twitter Accounts at the Start of the English Premier League Football Season.

The use of social media is now an established strategy to engage and maintain customer loyalty. The purpose of the present study was to examine the Twitter accounts of ten of the largest online sports betting operators in the UK to determine what marketing strategies were employed. More specifically, this study analyzed 3375 tweets posted by the operators during the opening weekend of the 2018-2019 English Premier League football season using a content analysis methodology.