The use of the social media platform Twitter by gambling providers in Germany

View Open Access Article View Snapshot Back to Search Results

snapshot summaries

Author(s): Singer, Johannes ; Kufenko, Vadim ; Wöhr, Andrea ; Wuketich, Marius ; Otterbach, Steffen

Journal: Journal of Gambling Studies

Year Published: 2022

Date Added: November 25, 2022

This study examined the activities of gambling providers in Germany on the social media platform Twitter. Data were collected from the accounts of 13 gambling providers belonging to various sectors. The researchers examined the frequency, number of followers, interaction, and content of the Twitter messages. Overall, the activity level was quite low in comparison to gambling providers in the UK. The gambling providers in this study mostly used Twitter to provide news, which was often combined with other, usually less neutral content. The other content categories included product advertising, marketing, and gambling results. Responsible gambling content was rare.

Citation: Singer, J., Kufenko, V., Wöhr, A., Wuketich, M., & Otterbach, S. (2022). How do gambling providers use the social network Twitter in Germany? An explorative mixed‑methods topic modeling approach. Journal of Gambling Studies. https://doi.org/10.1007/s10899-022-10158-y

Article DOI: https://doi.org/10.1007/s10899-022-10158-y

Keywords: advertising ; gambling ; marketing ; social media

Topics: Gambling Exposure ; Information for Operators

Conceptual Framework Factors: Exposure - Marketing and Messaging ; Gambling Exposure

Study Design: Media Analysis

Geographic Coverage: Germany

Study Population: Tweets from the Twitter accounts of gambling providers in Germany (34,151 tweets from 13 Twitter accounts)

Sampling Procedure: The researchers selected Twitter accounts that met the following inclusion criteria: (1) the Twitter account had to be in German; (2) there had to be a certain level of activity (i.e., at least one tweet per week); and (3) the two Twitter accounts with the largest number of followers per sector were selected. An exception was made for sports betting providers, with six accounts being selected. The observation period was from March 27, 2019 to April 8, 2021.

Study Funding:

Open Access funding enabled and organized by Projekt DEAL. No financial support was received.