Social media advertising by sports betting companies and its influence on consumer behavior
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Abstract
Advertising for sports betting platforms on digital platforms has experienced exponential growth in recent years, capturing the attention of young people in particular through social media platforms such as X (formerly Twitter), TikTok, and YouTube. The overall objective of this study was to analyze the influence of digital sports betting advertising on the consumption behavior of young users in Ecuador, particularly in terms of their exposure to and decision-making regarding these platforms. The study employed a quantitative methodological approach supplemented by qualitative interviews, using a structured survey with a Likert scale and open-ended questions administered to users of betting platforms. The results show a high frequency of exposure to sports betting advertisements, a growing interest driven by promotions, and a widespread perception of betting as an acceptable form of entertainment, even though many users acknowledge the risks. It is concluded that advertising has a significant impact on the decision to bet, especially when it presents betting as safe and lucrative. It is recommended that clear regulatory frameworks, awareness campaigns, and critical digital literacy initiatives be implemented to mitigate the impact of advertising on vulnerable audiences.
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