Social media advertising by
sports betting companies and its influence on consumer behavior
Publicidad en redes sociales de las casas de
apuestas deportivas y su influencia en el comprtamiento del consumidor
Freddy Maximiano Noboa Benalcázar[*]
Alberto Alexander Del Valle Candell*
Carla Estefanía Haro Barre*
Mónica del Roció Fuentes Manzaba*
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.
Keywords:
digital advertising; sports betting; youth behavior;
social media.
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.
Palabras clave: publicidad digital; apuestas
deportivas; comportamiento juvenil; redes sociales.
INTRODUCTION
The rapid
development of digital technologies has reshaped spaces for social and
commercial interaction, giving rise to new dynamics in the promotion of
products and services, particularly through social media. Within this context,
sports betting companies have deployed aggressive, visually appealing, and
highly targeted marketing strategies aimed primarily at young audiences. This
new form of advertising has raised growing concerns about its influence on
consumption patterns, especially regarding the normalization of gambling as a
recreational activity.
This study
focuses on analyzing the influence of social media advertising by sports
betting companies on consumer behavior—a relationship that raises multiple
social, economic, and psychological implications. The problem statement is
grounded in the need to understand how these messages impact decision-making,
particularly among active users of digital platforms. To this end, two
fundamental variables were addressed: social media advertising, understood as a
digital commercial communication strategy, and consumer behavior, approached
from its cognitive, emotional, and behavioral dimensions.
Regarding
the objectives, the general purpose was defined as determining the influence of
digital advertising by sports betting companies on consumers’ decisions and
attitudes. Additionally, specific objectives were established related to the
theoretical, methodological, empirical, and propositional analysis of the
phenomenon under study. The research is justified both by its social relevance
and by the lack of recent local studies that systematically address this
interaction. Finally, the scope of the study focused on a specific group of
active social media users within a defined period, drawing on complementary
disciplines such as consumer psychology, digital communication, and commercial
law.
The rapid
advancement of digital technology has structurally reshaped traditional
communication mechanisms, positioning social media as key platforms in
contemporary marketing strategies. This phenomenon has been particularly
exploited by sports betting companies, which have directed substantial
investments toward developing targeted, persuasive, and high-frequency digital
advertising campaigns.
This study
aims to analyze the influence of social media advertising by sports betting
companies on consumer behavior, considering digital advertising elements and
users’ behavioral responses as the main variables. Throughout the study, the
emerging issue arising from constant exposure to promotional content that uses
emotional stimuli, promises of financial success, and playful elements to
capture the public’s attention was addressed (Killick & Griffiths, 2021).
Such repeated exposure can lead to changes in consumption patterns, promoting
impulsive decisions or even problematic behaviors such as compulsive gambling
(Gómez et al., 2020).
The general
objective of the research is to determine how digital advertising influences
consumer behavior, while the specific objectives address the theoretical
framework of the problem, its methodological approach, the empirical findings,
and a proposal aimed at mitigating associated risks.
The rapid
advancement of digital platforms has triggered a structural transformation in
marketing strategies, particularly in the field of digital marketing, where
social media has become a high-impact channel for reaching audiences by
enabling precise segmentation and direct interaction with users (Muñoz, 2024) . In this
context, sports betting companies have capitalized on the opportunities offered
by the digital ecosystem through hyper-specialized, attractive, and emotionally
evocative advertising campaigns, disseminated on platforms such as Instagram,
TikTok, Facebook, and X (formerly Twitter) (Cárdenas, 2024) . These
virtual spaces allow for constant contact with consumers, creating an
omnipresent advertising environment. Constant exposure to this type of content
has raised growing concerns regarding its effects on risk perception,
decision-making, and consumer behavior, particularly among young people, who
are highly vulnerable to persuasive stimuli of a recreational and financial
nature (E. Killick & Griffiths, 2021) .
From a
communication perspective, social media advertising is characterized by its
interactive, personalized, and highly persuasive nature. Far from being limited
to simply informing, this type of advertising employs strategies based on
neuromarketing, emotional design, retargeting, and behavioral reinforcement
techniques to influence consumer behavior (Alami, 2024) . In the
sports betting sector, advertising messages are designed to generate engagement
through the promise of immediate rewards, the illusion of control, and the
emulation of desirable lifestyles, often portrayed by influencers or
celebrities. These campaigns seek not only to attract users but also to build
loyalty through repetitive stimuli and intermittent reinforcement,
characteristic of the behaviorist model (Bernaola et al., 2024) . This
phenomenon raises serious questions about its role in the progressive
normalization of risky behaviors, such as problem gambling, loss of control, or
overestimation of the odds of success.
Consumer
behavior—understood as the set of mental, emotional, and behavioral processes
that determine purchasing decisions—constitutes the central dependent variable
of this study (Miura & Reyes, 2021) .
Individuals’ responses to advertising stimuli are influenced by cognitive,
affective, social, and cultural factors, all of which are amplified in highly
stimulating digital environments.
In the case
of sports betting advertising, an increase in the willingness to participate in
gambling, changes in digital consumption habits, and greater tolerance for
financial risk have been documented, especially following continuous exposure
to attractive and emotionally charged advertising stimuli (Contardo, 2024a) . These
findings suggest a significant relationship between the frequency and design of
digital advertising and the adoption of gambling behaviors, which is
particularly concerning in contexts where the regulatory framework is weak or
financial education is lacking.
In this
context, sports betting companies emerge as a crucial intervening variable,
given that they design and implement persuasive content, with full control over
the message, the platform, audience segmentation, and the intensity of exposure (Laurel, 2024) .
These
companies not only optimize their campaigns through big data analysis and
machine learning algorithms but also manipulate psychological elements such as
loss aversion, the dopamine loop, and FOMO (fear of missing out), integrating
them into their visual and discursive narratives. This ability to shape the
user experience through persuasive and highly targeted strategies increases
their influence on consumer decision-making processes (E. Killick & Griffiths, 2021) .
Consequently, analyzing their role in digital advertising dynamics cannot be
secondary but must be central to understanding how consumer behavior is shaped
in contexts of high exposure to online gambling.
Commercial
promotion through social media has established itself as one of the most
decisive tools in shaping contemporary consumer decisions. This phenomenon is
particularly evident in sectors such as online sports betting, where
advertising strategies are carefully designed to capture users’ attention in a
matter of seconds and encourage immediate responses (Miranda, 2024) . In this
context, it becomes essential to analyze how this type of communication
influences consumer behavior, particularly given the sustained increase in the
use of digital platforms and the growth in investment in targeted campaigns by
sportsbooks (Salom, 2024) . This
study is significant because it addresses an emerging and complex issue that
involves not only marketing aspects but also social, economic, and
psychological implications, affecting vulnerable groups such as young people
with greater intensity.
From an
applied perspective, this research is significant because it focuses on the
interaction between two key variables: digital advertising and consumer
behavior, within the context of a specific population of active social media
users exposed to content related to sports betting (Vallejo, 2024) . Studying
this relationship allows us to identify advertising-induced behavioral patterns
and provide empirical evidence on their effects on consumer decision-making
processes. Furthermore, the findings derived from this analysis could have
practical value for various sectors—such as educational organizations,
regulatory institutions, consumer behavior specialists, and marketing
professionals—interested in understanding the psychosocial consequences of the
intensive use of advertising strategies in digital environments.
This
research will be conducted in an urban setting, specifically in the city of
Guayaquil, Ecuador, where there is high penetration of social media use and
sustained growth in the promotion of sports betting platforms. The study
population consists of active social media users between the ages of 18 and 35,
an age group that exhibits a high level of interaction with digital content
related to sports betting.
The study’s
time frame covers the period from January 2023 to December 2024, during which
advertising campaigns disseminated on platforms such as Instagram, TikTok,
Facebook, and X will be analyzed, along with the behaviors associated with
their reception by the target audience.
MATERIALS AND METHODS
This study
adopts a mixed-methods research approach, integrating quantitative and
qualitative methods to achieve a deeper and more multifaceted understanding of
the phenomenon under investigation: the influence of sports betting advertising
on consumer behavior. On the one hand, the quantitative approach allows for the
collection of statistically representative data through structured surveys,
facilitating the measurement of the frequency of advertising exposure, the
characteristics of visual content, and users’ behavioral responses.
On the other
hand, the qualitative approach, implemented through open-ended interviews,
complements this analysis by exploring in greater depth the perceptions,
beliefs, and motivations underlying the decisions of consumers exposed to this
type of advertising. The combination of both approaches not only ensures data
triangulation and greater validity of the results but also allows for
addressing the study’s specific objectives from a comprehensive perspective,
capturing both the observable patterns and the subjective meanings of user
behavior.
This project
is classified as prospective, field-based, and bibliographic research. It is
prospective in that it formulates a proposal based on the results obtained but
does not contemplate their immediate practical application. It is also
field-based research, since primary data will be collected directly from the
unit of observation (active social media users exposed to sports betting
advertisements). Finally, it is a bibliographic study, as it is based on the
review and analysis of theoretical sources and recent literature, which enabled
the construction of the theoretical and contextual framework.
The method
adopted in this research will be empiricism, since knowledge is constructed
based on the researcher’s direct observation and sensory experience with the
collected data. This approach views reality as an observable and measurable
phenomenon, allowing for the identification of trends in consumer behavior
based on their interaction with advertising content on social media.
Likewise,
elements of constructivism will be integrated, given that both the researcher
and the study participants mutually influence the process of knowledge
construction (Zou & Yu, 2022) . As this
study examines perceptions, habits, and behaviors in response to digital
stimuli, constructivism allows us to understand how users’ experiences on
social media shape their consumption decisions.
The study
population consisted of young adults aged 18 to 29 residing in Ecuador who were
active social media users and had been exposed to advertising content from
sports betting companies during the previous quarter. However, due to the lack
of official statistics determining the exact number of people with these
characteristics—since neither the National Institute of Statistics and Censuses
nor other government entities report this data with precision—it was assumed
that the population was infinite or indeterminate.
Given this
situation, the probabilistic sample was calculated using the statistical
formula for an infinite population, with a 95% confidence level (Z = 1.96), a
margin of error of 5% (e = 0.05), and an expected proportion of 50% (p = 0.5)—a
standard value used when the behavior of the population is unknown.
Formula for
calculating an infinite sample:
Where:
n = Sample
size
Z = Z-value
(1.96 for a 95% confidence level)
p =
Probability of success (0.5)
q = 1 - p
(0.5)
e = Maximum
allowable error (0.05)
Substituting
the values:
Based on
this calculation, it was determined that the minimum valid sample size for the
study was 384 people. However, considering limitations in access and resources,
a sample of at least 100 participants was established as the minimum viable
criterion (here, the research was validated with a Cronbach’s alpha of 0.893),
which allowed for sufficient frequency analyses and internal validations for
the proposed exploratory-descriptive design. The sample was intentionally
distributed using quota sampling, applying the following criteria: being an
urban resident, being between 18 and 29 years old, being exposed to gambling
advertisements on social media, and having participated in online gambling at
least once.
Data
collection took place over a three-week period via digital platforms and with
the participants’ informed consent, ensuring the confidentiality and voluntary
nature of the process, in accordance with the bioethical principles established
by the University and by the Social Research Ethics Committee (CEIS, 2022).
RESULTS
This study
adopted a mixed-methods approach, based on the application of two main
techniques: a structured survey with closed-ended items using a Likert scale
(quantitative) and semi-structured interviews with open-ended questions
(qualitative). This combination made it possible to explore both the frequency
and patterns of exposure to sports betting advertising on social media, as well
as users’ subjective perceptions and decision-making processes. Since the study
did not include direct observation, the analysis focused exclusively on the
data collected through these instruments.
The
quantitative results are presented using frequency tables, percentages, and bar
charts, while the qualitative data were thematically categorized to identify
discursive patterns and connections with the theoretical dimensions established
in the operationalization matrix. This analysis is structured by variable,
dimension, and indicator, in line with the specific objectives and ensuring a
rigorous and consistent treatment of the information gathered.
Analysis of
the data collected via the questionnaire shows that 35.9% of respondents
reported being frequently exposed to advertising content related to sports
betting on platforms such as Facebook, Instagram, or TikTok. This figure
represents the largest group among the participants, followed by 27.3% who
indicated they rarely encounter this type of advertisement, and 17.7% who do so
sometimes. It is worth noting that only 8.3% reported never having been exposed
to such content, while 10.7% indicated they are always exposed to it.
These
results suggest that most users are regularly exposed to sports betting
advertisements on social media, reinforcing the notion that these platforms
have become a primary promotional channel for these companies. The prevalence
of this exposure at the “frequently” and “always” levels indicates that digital
targeting algorithms work effectively to direct these messages toward
previously identified audiences, typically young people and active digital
consumers.
The results
show that social media platform X (formerly Twitter) was identified by 38.8% of
respondents as the channel where they have most frequently seen sports
betting-related advertising. It is followed by YouTube, at 27.6%, and TikTok,
at 16.7%, while Instagram and Facebook recorded significantly lower
percentages: 9.6% and 7.3%, respectively.
This result
is particularly revealing when considering the demographic profile of X and
YouTube users, who—according to recent studies on digital consumption in Latin
America (Herrera & Cabrera, 2023; Paredes, 2022)—largely consist of young
adults between the ages of 18 and 34, the same segment identified as the target
audience by sports betting companies. These platforms offer dynamic visual
formats and short-form content, which facilitate an impactful experience with
strong emotional retention—ideal for persuasive campaigns.
In
conclusion, this finding establishes that platforms with fast-paced visual
formats and high traffic during sporting events are the most effective for
disseminating gambling advertisements, which represents a critical factor in
shaping attitudes favorable to gambling, especially when exposure occurs
without ethical filters or regulatory controls. Thus, this indicator supports
the need for policy and educational interventions to mitigate the influence of
these digital environments on at-risk populations.
The results
indicate that a large majority of respondents perceive a significant increase
in the amount of betting advertising over the past year. 42.4% describe it as a
slight increase, while 37.8% perceive it as high and 13% as very high. Only
2.6% describe it as a moderate increase, and a small 4.2% consider it to have
been very low.
This pattern
suggests a marked collective perception of growing advertising exposure, with a
total of 50.8% falling into the “high” and “very high” categories, implying
that one in two users feels that the frequency of these messages has increased
significantly. This phenomenon may be linked to the boom in online gambling,
especially following the easing of technological barriers, the live streaming
of sporting events, and the incorporation of digital influencers as promoters
for betting companies, as documented in studies such as that by Jaramillo &
Torres (2023).
In summary,
analysis of this indicator suggests that the growth of gambling advertising is
not only quantifiable at the commercial level but also perceptible to the
average user, reinforcing the need to consider ethical regulation and social
responsibility criteria in marketing campaigns. Furthermore, it validates the
importance of this study by providing empirical evidence of the shift in
betting companies’ communication practices and its impact on the daily lives of
social media users.
The data
reveal that 72.6% of respondents report seeing content sponsored by betting
companies frequently or occasionally. Specifically, 45.6% do so frequently,
10.7% see it sometimes, and 6.3% are always exposed to this type of
advertising. Only 29.9% say they rarely notice it, while a mere 7.6% claim
never to have seen it.
This
behavior is a direct reflection of the intensive marketing strategies adopted
by sports betting companies, which have found social media to be a prime
channel for spreading their messages. These campaigns use formats such as
banners, short videos, stories featuring exclusive promotions, and, above all,
sponsored content featuring public figures, athletes, or influencers, which
increases their visibility and emotional impact.
In
conclusion, this indicator shows that sponsored content from sportsbooks is
firmly embedded in the average user’s media diet, making this exposure a
structural component of their daily digital experience.
It is noted
that 54.2% of respondents (37.5% agree and 16.7% strongly agree) believe that
betting companies’ advertising messages are appealing to young audiences. On
the other hand, 41.9% (37% disagree and 4.9% strongly disagree) perceive that
these messages do not strongly appeal to that age group, while only 3.9% remain
neutral.
This result
points to a polarization in perceptions, though with a clear tendency to
acknowledge the appeal these advertising strategies hold for young people.
Advertising by sportsbooks is not limited to showcasing promotions or bonuses;
it also incorporates elements of gamification, eye-catching graphic design,
informal language, viral challenges, and collaborations with influencers or
streamers—tools that have already been identified by various studies. A large
majority of respondents reported that advertising promotions strongly influence
their interest in participating in sports betting. Specifically, 51.8% noted
that these promotions “greatly” influence their interest, and an additional
10.4% indicated that they influence it “ ly” or “too much.” This represents a
total of 62.2% of participants who acknowledge a significant effect of
promotional strategies on their behavior.
At the
opposite end of the spectrum, 6.3% indicated that promotions have “no”
influence and 29.9% said they have “little” influence, while only 1.6%
considered their influence to be “moderate.” This pattern reveals a
predominance of positive perceptions or high influence regarding promotions,
suggesting the effectiveness of these strategies as mechanisms of persuasion to
trigger betting decisions.
CONCLUSIONS
The research
confirmed that sports betting advertising has a direct and significant
influence on users’ online betting behavior, especially among younger
audiences. High exposure to advertising messages on social media, the frequent
appearance of sponsored content, and attractive promotions generate a
progressive motivation to participate in betting, thereby altering users’
attitudes, perceptions, and decisions. Thus, the proposed hypothesis is
validated: the greater the exposure to sports betting advertising, the greater
the propensity to engage in active betting behavior on these platforms.
Regarding
the level of exposure to sports betting advertising
Most
respondents reported being frequently or constantly exposed to sports betting
advertising on platforms such as TikTok, X, and YouTube. This level of exposure
points to a well-targeted and highly persistent marketing strategy that employs
short, visually appealing content linked to public figures or digital
influencers. This type of advertising has established itself as a tool for
normalizing gambling in digital environments, as noted by Huertas Bailén (2010)
and Bernal Triviño and Chaparro-Domínguez (2021).
On the
Perception of Advertising Content
The results
show that, although there is a group that is critical of advertising messages,
a large portion of the participants perceive gambling as a potentially
profitable, safe, and entertaining activity. The interviews reinforced the idea
that the messages downplay risk, present gambling as a positive experience, and
even reinforce the idea of success or status. These strategies align with the
findings of authors such as Griffiths (2003) and Castelló and Montagut (2022),
who warn about the persuasive and emotional nature of these advertising
discourses.
On the
Influence of Advertising on Motivation and the Decision to Gamble
A
significant portion of respondents reported having made the decision to gamble
after being exposed to advertising campaigns. This direct relationship between
advertising stimuli and behavior was also evident in the interviews, where it
was acknowledged that advertising acts as an emotional and behavioral trigger,
especially when linked to promotions, bonuses, or messages of immediacy. The
study confirms that advertising acts as a motivational mechanism, in line with
the findings of Kahneman and Tversky (1979) in their theory of decision-making
under uncertainty.
On the Evolution of Advertising-Influenced
Consumer Behavior
Both
quantitative and qualitative data reveal that users’ betting behavior evolves
as a result of their exposure to advertising. Initially, they place basic or
sporadic bets, but gradually, prompted by promotional content, they adopt more
frequent or complex betting patterns. This shift in consumption patterns is a
direct result of campaigns aimed at building user loyalty through targeted
offers and personalized content, which validates Bandura’s (1986) social
learning theory.
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* Master's degree, University of Guayaquil, Ecuador
Freddy.noboab@ug.edu.ec orcid.org/0000-0002-6423-1225.
* Master’s Degree, University of Guayaquil, Ecuador
alberto.delvallec@ug.edu.ec orcid.org/0009-0006-9289-2692.
University of Guayaquil, Ecuador
* Master’s degree, University of Guayaquil, Ecuador Carla.harov@ug.edu.ec orcid.org/0009-0006-9289-2692.
* Master’s Degree, University of Guayaquil, Ecuador Monica.fuentesm@ug.edu.ec
orcid.org/0000-0002-. 8803-4197