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How are major gambling brands using Twitter?

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  • Alex Bradley
  • Richard J. E. James

Abstract

This paper is the first to compare how major gambling brands are using the popular social media platform Twitter, looking at how gambling brands vary in the frequency of their messages, the content of their tweets and engagement with their Twitter activity. 63,913 tweets were collected from seven well-known British gambling brands (Bet365, Betfair, Betfred, Coral, Ladbrokes, Paddy Power, William Hill) and their associated Twitter accounts (Total Number of Accounts = 22) via the Twitter Application Program Interface (API) on the 1 August 2018. Companies varied in their approach to Twitter, some posting from a single account whereas others segmented their tweets by topic or purpose. Frequency analysis of tweets showed that on average major gambling brands tweeted anywhere between 89 and 202 tweets a day. Sentiment analysis of tweets showed a positivity bias with the language in tweets being associated with positive emotions like anticipation, trust and joy. Paddy Power, Bet365 and Coral produced the content that received the highest number of likes or shares from other twitter users. This study highlights the extent to which companies are using Twitter; followers could potentially be receiving hundreds of messages per day.

Suggested Citation

  • Alex Bradley & Richard J. E. James, 2019. "How are major gambling brands using Twitter?," International Gambling Studies, Taylor & Francis Journals, vol. 19(3), pages 451-470, September.
    • Handle: RePEc:taf:intgms:v:19:y:2019:i:3:p:451-470
    DOI: 10.1080/14459795.2019.1606927
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    Cited by:

    1. Muñoz, María M. & Rojas-de-Gracia, María-Mercedes & Navas-Sarasola, Carlos, 2022. "Measuring engagement on twitter using a composite index: An application to social media influencers," Journal of Informetrics, Elsevier, vol. 16(4).
    2. Zhou-min Yuan & Mingxin Yao, 2022. "Is academic writing becoming more positive? A large-scale diachronic case study of Science research articles across 25 years," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(11), pages 6191-6207, November.
    3. Xueying Liu & Haoran Zhu, 2023. "Linguistic positivity in soft and hard disciplines: temporal dynamics, disciplinary variation, and the relationship with research impact," Scientometrics, Springer;Akadémiai Kiadó, vol. 128(5), pages 3107-3127, May.

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