A qualitative study into the extent to which the marketing strategies of online sports betting companies affect consumer behaviours and behavioural intentions.

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Dootson, Joseph (2022) A qualitative study into the extent to which the marketing strategies of online sports betting companies affect consumer behaviours and behavioural intentions. [Dissertation (University of Nottingham only)]

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Abstract

The main aim of this study is to investigate the extent of the effect that the marketing strategies of online sports betting companies have on the behaviours and behavioural intentions of their consumers. This study makes use of the theory of planned behaviour as a theoretical framework to guide the scope of the study and provide structure to the investigation.

To investigate the aim, this study has devised two research questions using the theoretical framework to understand the extent of the effect of marketing strategies on consumer behaviours and intentions in the online sports betting industry. This study has taken a qualitative approach, conducting seven interviews to extract in-depth answers about the personal opinions and experiences of each participant in the online sports betting industry.

The results indicated the strong effect of marketing strategies on the behaviours and intentions of the participants in the study. Additionally, the social side of sports betting was seen as another factor that influenced behaviours and behavioural intentions. However, the study was limited due to the lack of representativeness of the participants in the study, so it is hard to draw generalisable conclusions about the entire population.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Dootson, Joseph
Date Deposited: 07 Jul 2023 08:40
Last Modified: 07 Jul 2023 08:40
URI: https://eprints.nottingham.ac.uk/id/eprint/70739

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