Twitter Postings of Gambling Operators and Affiliates

A collection of downloaded Tweets (using NCapture software) from 5 gambling operators (PaddyPower, SkyBet, Coral, Bet365 and WilliamHill) and 5 gambling affiliates (Footy Accumulators, Footy Super Tips, The Winners Enclosure, My Racing Tips and LiveFootball) over a 14 day period – Thursday 14th June 2018 to Wednesday 27th June. This data was used to assess the type of content posted on social media by the gambling operators and gambling affiliates with the highest reach on the platform. It was analysed using a summative content analysis. This included first analysing a sample of the data (10%) to come up with a coding scheme for the different types of content posted. This coding scheme was then applied to the whole data set and allowed for inferences to be made on the percentage of posts within each content category. Furthermore, this allowed the research to compare differences in the frequencies of the different types of content between operators and affiliates, using Chi-Squared tests of Independence.