Gambling is an everyday leisure activity for many in British and Irish society, whether it be a flutter on the horses, or a punt on the lotto. Recently, the practice of online gambling has increased with the advent of mobile devices. The global online gambling market has doubled between 2009 and 2015 and is expected to reach US$60bn by 2020 (Statista, 2018). Driving this growth has been the relaxation of regulation in both the UK and Ireland. This has been combined with the increased marketing communication of online gambling, particularly through sports broadcasting. This has led to the ‘gamblification’ of sport (Lopez-Gonzalez & Griffiths, 2017). Fulton (2017) claims gambling is a leisure activity in which participation does not often result in addiction, however online gambling reduces the barriers between the individual and the practice.
Emerging literature has mapped how the rise in problem gambling activity has negative health consequences for individuals and more importantly on the problem gambler’s wider social networks, including their partners, children and friends. This has meant that gambling has become a public health issue in both the UK (Lopez-Gonzalez & Griffiths, 2018) and Ireland (Fulton, 2017). While we are beginning to understand the consequences of problem gambling, gaps remain in our knowledge around the role of marketing communications on the experience of problem gamblers. Solutions to these issues from the gamblers themselves are practically non-existent.
This research project strives to fill this void. We aim to explore how marketing communications influences problem gamblers’ betting behaviour so as to generate public health solutions that are relevant for our community.
To achieve this aim, we outline the following objectives.
*To map the rise of the sports marketing and gambling communications
*To categorise the sports marketing communications tactics employed
*To co-create potential solutions to prevent gambling or improve the marketing communications of safe and responsible gambling
*To co-create potential solutions to reduce harmful betting behaviours
It should be noted that these are subject to review and scope exists for the right candidate to work with the supervisory team to shape the project. This project is inter-disciplinary as it combines two Ulster experts in sociology (Life and Health Sciences) and marketing communications (Ulster Business School) on the practices of online gambling consumption.
We propose a multi-stakeholder and participatory approach by involving gambling charities and problem gamblers from across the island of Ireland. Participation with these individuals who self-identify as problem gamblers will require stringent ethical protocols as they form a vulnerable group. The lead supervisor has previous experience in successful Category B applications. Our design will draw on participatory approaches with those affected by gambling to role of sports marketing on
If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.
The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £ 14,777 per annum for three years. EU applicants will only be eligible for the fees component of the studentship (no maintenance award is provided). For Non EU nationals the candidate must be "settled" in the UK.
Monday 18 February 2019
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