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

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

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.

Suggested Citation

  • Kim, Yoojung & Lee, Wei-Na & Jung, Jong-Hyuok, 2013. "Changing the stakes: A content analysis of Internet gambling advertising in TV poker programs between 2006 and 2010," Journal of Business Research, Elsevier, vol. 66(9), pages 1644-1650.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1644-1650
    DOI: 10.1016/j.jbusres.2012.12.010
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    References listed on IDEAS

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    Cited by:

    1. Vespestad, May Kristin & Clancy, Anne, 2021. "Exploring the use of content analysis methodology in consumer research," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Juan R Barrada & Juan F Navas & Cristian M Ruiz de Lara & Joël Billieux & Gaëtan Devos & José C Perales, 2019. "Reconsidering the roots, structure, and implications of gambling motives: An integrative approach," PLOS ONE, Public Library of Science, vol. 14(2), pages 1-22, February.

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