Attributes to attitudes : the influence of i-gaming advertising parameters onto behavioural responses

Abstract

The steady growth of the iGaming industry, which has established itself as an important sector within the digital economy, has increasingly exposed consumers to iGaming advertising. This research seeks to analyse advertising appeals and personality traits, which tend to influence emotional responses among the participants. A sample of digital advertisements is analysed, followed by three experiments which examine the attitudes to the likelihood behaviour that may lead to the propensity to act.