How are major gambling brands using Twitter?
How are major gambling brands using Twitter?
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DOI：
10.1080/14459795.2019.1606927
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发表时间：
2019-04-30
影响因子：
3.2
通讯作者：
James, Richard J. E.
中科院分区：
文献类型：
--
作者：
Bradley, Alex;James, Richard J. E.
本文是第一篇比较主要赌博品牌如何使用流行的社交媒体平台Twitter的文章，研究赌博品牌如何在他们的消息频率，他们的推文内容和参与他们的Twitter活动方面有所不同。2018年8月1日，通过Twitter应用程序接口（API）从七个知名的英国赌博品牌（Bet365，Betfair，Betfred，Coral，Ladbrokes，Paddy Power，William Hill）及其相关的Twitter帐户（帐户总数= 22）收集了63，913条推文。公司对Twitter的态度各不相同，一些公司从一个账户发布，而另一些公司则根据主题或目的对推文进行细分。对推文的频率分析显示，主要赌博品牌平均每天发布89至202条推文。对推文的情感分析显示，推文中的语言与预期、信任和喜悦等积极情绪有关，存在积极性偏见。Paddy Power、Bet365和Coral制作的内容获得了其他Twitter用户最多的点赞或分享。这项研究强调了公司使用Twitter的程度;追随者每天可能会收到数百条消息。
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.