Changing the stakes: A content analysis of Internet gambling advertising in TV poker programs between 2006 and 2010

Yoojung Kim, Wei-Na Lee and Jong-Hyuok Jung

Journal of Business Research, 2013, vol. 66, issue 9, 1644-1650

Abstract: Given societal and public health concerns about Internet gambling, this study examines how prevalent Internet gambling advertising is during TV poker programs and how Internet gambling companies employed alternative strategies to promote Internet gambling on TV in response to government regulations in 2006 and 2010. Despite legislation to prohibit Internet gambling in 2006, the results reveal that the extent of Internet gambling advertising during TV poker programs slightly increased in 2010 versus 2006. In terms of ad message appeals and strategy, the findings of this study suggest that there were some similarities and differences between 2006 and 2010 in the use of dominant appeals, as well as the proportion of Internet gambling ads featuring references to an educational purpose, a legal disclaimer, and a big payout.

Keywords: Internet gambling; Internet gambling advertising; Television poker program; Government regulation; Content analysis (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:9:p:1644-1650

DOI: 10.1016/j.jbusres.2012.12.010

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