Publicidad en redes sociales de las casas de apuestas deportivas y su influencia en el comprtamiento del consumidor
Contenido principal del artículo
Resumen
La publicidad de casas de apuestas deportivas en plataformas digitales ha experimentado un crecimiento exponencial en los últimos años, captando la atención especialmente de los jóvenes a través de redes sociales como X (antes Twitter), TikTok y YouTube. Esta Investigacion tuvo como objetivo general analizar la influencia de la publicidad digital de apuestas deportivas en el comportamiento de consumo de usuarios jóvenes en Ecuador, particularmente en su exposición y toma de decisiones frente a estas plataformas. El estudio se desarrolló bajo un enfoque metodológico cuantitativo y complementado con entrevistas cualitativas, mediante la aplicación de una encuesta estructurada con escala de Likert y entrevistas abiertas a usuarios de plataformas de apuestas. Los resultados evidencian una alta frecuencia de exposición a publicidad de apuestas, un creciente interés motivado por promociones y una percepción generalizada de las apuestas como una forma aceptable de entretenimiento, a pesar de que muchos usuarios reconocen los riesgos. Se concluye que la publicidad incide significativamente en la decisión de apostar, especialmente cuando presenta los juegos como seguros y lucrativos. Se recomienda implementar marcos normativos claros, campañas de concienciación y alfabetización digital crítica para mitigar el impacto publicitario en los públicos vulnerables.
Descargas
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Licensing Agreement
This journal provides free access to its content through its website following the principle that making research available free of charge to the public supports a larger exchange of global knowledge.
Web content of the journal is distributed under a Attribution-NonCommercial-ShareAlike 4.0 International.
Citas
Alami, M. (2024). BESTBET: SPORTS BETTING SIMULATOR. https://burjcdigital.urjc.es/items/101f78b5-5236-42a1-bb89-0ab73601863b
Andrade, F., Zambrano, V., Ordoñez, R., & Freire, P. (2023). ORGANIZATIONS: Aspects that make up the modern educational enterprise. Liveworkingeditorial.com. https://liveworkingeditorial.com/product/organizaciones-aristas-que-componen-la-empresa-educativa-moderna/
Arzuaga, K., Franco, A., & Manjares, J. (2024). Ex-convicts, sports activities, and neighborhood initiatives in the Casa Libertad Bogotá program. http://repository.pedagogica.edu.co/handle/20.500.12209/19806
Bernaola, A., Poma, N., & Quispe, D. (2024). Proposal to improve the recent regulation of online sports betting through Law No. or 31557. https://repositorio.continental.edu.pe/handle/20.500.12394/16193
Bosch, J., & March, J. (2024). Valencia CF and the Restoration of Sports Relations between Spain and Mexico (1954–1966). Materials for the History of Sport, 26, 55–68. https://riucv.ucv.es/handle/20.500.12466/4607
Cárdenas, F. (2024). Factors of experience marketing in the purchasing decisions of customers at the Tinbet Cuartel sports betting house in the Chilca district, Huancayo—2023. https://repositorio.continental.edu.pe/handle/20.500.12394/15283
Comprehensive Organic Criminal Code (COIP) (2021). https://www.defensa.gob.ec/wp-content/uploads/downloads/2021/03/COIP_act_feb-2021.pdf
Contardo, J. (2024a). The Illegality of Online Casinos and Sports Betting Sites. Ibero-American Public Law, 24, 179–189. https://revistas.udd.cl/index.php/RDPI/article/download/1080/793
Contardo, J. (2024b). The Illegality of Online Casinos and Sports Betting Sites: (Commentary on the Supreme Court’s ruling, Case No. o 152.138, titled Polla Chilena de Beneficencia SA v. Mundo Pacífico SA, dated September 12, 2023). Revista Derecho Público Iberoamericano, 24, 179–189. https://dialnet.unirioja.es/descarga/articulo/9485363.pdf
Corredoira, O. (2024). Psychology Applied to Advertising: Analysis of the Influence of Advertising for Online Sports Betting and Gambling Broadcast on Spanish Television
Etuk, R., Xu, T., Abarbanel, B., Potenza, M. N., & Kraus, S. W. (2022). Sports betting around the world: A systematic review. https://doi.org/10.1556/2006.2022.00064
Fanjul, C., González, C., & Gautier, C. (2024). Sports Betting and Advertising: A Study of Their Influence on Spanish Youth. VISUAL REVIEW. International Visual Culture Review/Revista Internacional de Cultura Visual, 16(2), 81-94. https://visualcompublications.es/revVISUAL/article/view/5216
Gómez, N., Valiente, S., Beltrán, A., & Preciado, M. (2020). ANALYSIS OF THE INFLUENCE OF ADVERTISING ON THE INCREASE IN GAMBLING ADDICTION DUE TO SPORTS BETTING. [Specialization in Marketing, EAN UNIVERSITY]. https://repository.universidadean.edu.co/server/api/core/bitstreams/a39aac80-6158-4ec9-b2c5-cb265539e127/content
Guillou, M., Gallopel, K., Lever, D., Le Goff, D., & Le Reste, J. (2021). Gambling Marketing Strategies and the Internet: What Do We Know? A Systematic Review. Frontiers in Psychiatry, 12. https://doi.org/10.3389/fpsyt.2021.583817
Harris, B., Holden, J., & Fried, G. (2024). The Business of Sports Betting. Human Kinetics.
Hernández-Sampieri, D. R., & Mendoza, C. P. (2020). RESEARCH METHODOLOGY: QUANTITATIVE, QUALITATIVE, AND MIXED METHODS. McGraw-Hill. https://d1wqtxts1xzle7.cloudfront.net/64591365/Metodolog%C3%ADa_de_la_investigaci%C3%B3n._Quantitative__Qualitative_and_Mixed_Methods-free.pdf?1601784484=&response-content-disposition=inline%3B+filename%3DMETHODOLOGY_OF_RESEARCH_THE_APPROACHES.pdf&Expires=1737171400&Signature=es8G~H5hFKkA6eFLvg5rB3WfwWmyg7xdMtnd5Za-WIaHbAtS5kFB5iKi5LkvhzTM37j2H7NpvwDZxAGePeiPayADR6feRIOTH-YonbwApYB0Mrz7dM-odThZg9PdKqiIR09dFyM~4YQcWVuY74pw2C53w9thd4QO7x6T8xQ98Li6pJklsr1xvOiGXZ37KJoJttq5EERw9gSGU~Z9IL-0velUXHAmTGzLxlDctohxTgJr78B0Ux7PtzqxLYF4LB1gotkVMQt8eB5DNNn8RfKFJ-sNsMh6hieOMlIfPM6rGYJ4BEP0X3FeqgUOwhuLWqRnpa1mVrlfaKHOLAqsrutU9A__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA
Killick, E. A., & Griffiths, M. D. (2023). Sports Betting Advertising: A Systematic Review of Content Analysis Studies. International Journal of Mental Health and Addiction, 21(5), 3076-3102. https://doi.org/10.1007/s11469-022-00775-4
Killick, E., & Griffiths, M. (2021). Impact of sports betting advertising on gambling behavior: A systematic review. Addicta: The Turkish Journal on Addictions, 8(3), Article 3. https://doi.org/10.5152/addicta.2022.21080
Killick, E., & Griffiths, M. (2022). A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK. International Journal of Mental Health and Addiction, 20(2), 800-818. https://doi.org/10.1007/s11469-020-00405-x
Laurel, A. (2024). Creation of a Virtual Sports Betting Platform, Iquitos, 2024. http://repositorio.ucp.edu.pe/items/57e83330-0ac9-4be6-ab85-74b68dae0b64
Organic Law on Communication (LOC) (2019). https://www.telecomunicaciones.gob.ec/wp-content/uploads/2020/01/Ley-Organica-de-Comunicaci%C3%B3n.pdf
Organic Law on Consumer Protection (2000). https://www.dpe.gob.ec/wp-content/dpetransparencia2012/literala/BaseLegalQueRigeLaInstitucion/LeyOrganicadelConsumidor.pdf
López, H. (2021). Chapter 7: The sports gambling industry: deconstructing sports betting as a market, a product, and a public health issue. https://www.elgaronline.com/edcollchap/edcoll/9781789903591/9781789903591.00013.xml
López, H., Griffiths, Mark, & Jiménez, S. (2021). The symbolic construction of sports betting products. International Gambling Studies, 21(3), 498–515. https://doi.org/10.1080/14459795.2021.1937274
Martínez, A., Camargo, J., Mora, D., Alvear, P., & Castañeda, C. (2025). Three dimensions of sports betting (investment, profit, and effectiveness). A study of college students in relation to sports marketing. Lecturas: Physical Education and Sports, 29(321). https://www.efdeportes.com/efdeportes/index.php/EFDeportes/article/download/7857/2306?inline=1
Miranda, C. (2024). Ergonomic program to reduce the risk of musculoskeletal disorders at a sports betting shop, El Porvenir, 2024. https://alicia.concytec.gob.pe/vufind/Record/UCVV_a12e67ba281194d68f23183b3ad3bcde
Miura, A., & Reyes, C. (2021). CONSUMERS’ PERCEPTIONS OF SPORTS BOOKMAKERS’ ADVERTISING AND ITS INFLUENCE ON THEIR BEHAVIOR [University of Seville]. https://idus.us.es/server/api/core/bitstreams/1cfab95c-f596-407a-8abc-b1e53c7ee523/content
Mora, D. (2024). Strategic Marketing Plan for Casa Ortega in 2024 [Master’s Thesis, University of Azuay]. https://dspace.uazuay.edu.ec/handle/datos/15121
Muñoz, B. (2024). Sports Marketing: Impact on Sales at the ECUABET Betting House in Manta. https://repositorio.uleam.edu.ec/handle/123456789/6838
Pachau, W., Alvarado, M., & Romero, L. (2026). Sports marketing: Key aspects and global perspectives from a systematic review. InveCom Journal/ISSN online: 2739-0063, 6(1), 1-12. http://revistainvecom.org/index.php/invecom/article/view/3797
Panana, D., Casas, G., Rojas, J., & Tello, C. (2024). Communication and Digital Marketing Plan for the Casino-Gol Brand for the Period 2024–2028. https://repositorioacademico.upc.edu.pe/handle/10757/676218
Rosell, C. (2024). Sports Betting in Spain: Market and Perception. https://uvadoc.uva.es/handle/10324/71608
Salom, J. (2024). Powering Online Sports Betting with Data: Data Scouts and Expanded Extractivism. Athenea Digital. Journal of Social Thought and Research, 24(3), e3483-e3483. https://atheneadigital.net/article/view/3483
Sancho, A. (2024). Predicting Referee Decisions in the 1X2 Sports Betting Market. https://docta.ucm.es/entities/publication/0ae37cc9-1f60-430b-8824-e97a71f5342b
Sanguinetti, M., Sangrá, B., Silva, B., & Pisani, G. (2024). What Is the Optimal Relationship Between Clubs and Bookmakers in Argentine Soccer? Theses and Final Projects from Torcuato Di Tella University. https://repositorio.utdt.edu/handle/20.500.13098/13122
Seal, E., Cardak, B., Nicholson, M., Donaldson, A., O’Halloran, P., Randle, E., & Staley, K. (2022). The Gambling Behavior and Attitudes toward Sports Betting Among Sports Fans. Journal of Gambling Studies, 38(4), 1371-1403. https://doi.org/10.1007/s10899-021-10101-7
Torrance, J., O’Hanrahan, Marie, Carroll, Janine, & Newall, P. (2024). The structural characteristics of online sports betting: A scoping review of current product features and utility patents as indicators of potential future developments. Addiction Research & Theory, 32(3), 204-218. https://doi.org/10.1080/16066359.2023.2241350
Vallejo, M. (2024). Sports Betting Among Young Adults Aged 18 to 25. https://docta.ucm.es/entities/publication/7904122b-03d2-4765-b72d-70f727699eba
Zambrano, V., Freire, P., & Andrade, F. (2023). Entrepreneurial Initiatives Among College Students Studying Social Communication. Polo del Conocimiento, 8(7), Article 7. https://doi.org/10.23857/pc.v8i7.5830
Zou, Y., & Yu, Q. (2022). Sense of safety toward tourism destinations: A social constructivist perspective. Journal of Destination Marketing & Management, 24, 100708. https://www.sciencedirect.com/science/article/pii/S2212571X22000208