An investigation in the strategic use of social media within the online gambling industry in Malta

Abstract

With the vast growth in the use of social media channels, several firms operating within the online gambling industry have begun to use these platforms from a strategic point. Notwithstanding this, if these companies are to sustain a competitive advantage within their given industry, the implementation of social media strategies may now be considered an imperative component to their marketing communications. The aim of this study is to determine the reasons regarding why online gambling firms choose to implement social media strategies. To this end, the research looks at the possible factors that might push online gambling firms to use social media strategies. In this context, social media strategy may be defined as the means by which social platforms are used by online gambling firms in order to achieve long-term organisational objectives. The above-mentioned research focus is addressed through a qualitative exploratory study, which entails semi-structured interviews with a sample of eight online gambling firms operating in Malta. On the basis of one particular gambling product per firm, each participant was asked to elaborate on the rationale pertaining to the implementation of their social media strategy. Through the findings retrieved from the gathered data, it could be seen that gambling companies value the use of social media for a variety of reasons, ranging from awareness, engagement, customer relations and retention, and even recruitment. On this basis, implications and recommendations include that online gambling companies should continue to emphasise the use of social media as one of their preliminary marketing platforms. Further research could be undertaken in order to examine how search engine optimisation works in correspondence with social media, as well as conducting a deeper analysis pertaining to distinguishable social platforms.