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
Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.
We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.
In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.
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 University offers the following levels of support:
The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).
This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.
Due consideration should be given to financing your studies. Further information on cost of living
Submission deadline
Monday 18 February 2019
12:00AM
Interview Date
mid-March 2019
Preferred student start date
September 2019
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