The narratives most commonly identified within sports betting advertisements were friendship and humour. The findings showed that the studies (N=15) were all published relatively recently (since 2012), predominantly focused on the content of television advertisements, and there was a general lack of reporting on inter-coder reliability. Study attributes were examined including the main findings, key themes, research design, focus of analysis, type of interpretation, use of theory, media type, inter-coder reliability measures, and recommendations for future studies. ![]() ![]() A systematic review of empirical studies that used quantitative, qualitative, or a mixed-methods approach to content analysis sports betting advertising was conducted.
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