Online casinos advertising and avoidance among Generation Y consumers in Sweden SN Business

Online casinos: advertising and avoidance among Generation Y consumers in Sweden

Online casinos are one of the largest gambling sectors in Sweden. Increased advertising investments and advertising frequency are attempting to attract Gen Y consumers to these casinos, but it has been suggested that advertising may contribute to avoidance behavior towards online casinos and products and services that contain specific gambling brands. The various advertising aspects used in gambling advertising and their impact on behavior have not been widely studied. Therefore, the aim of this study is to investigate the use of creative strategies in casino advertising and how it contributes to online casino avoidance, specifically among Swedish Gen Y consumers. As an exploratory study, a qualitative method was used. First, 13 casino advertisements were analyzed to identify the strategies used in the advertisements. These were then presented to Gen Y consumers in three focus groups and six in-depth interviews. Analysis of the advertisements revealed that people and characters were used to represent the casino brand. A male voiceover was utilized in addition to music and other casino-related sounds. Also, the advertisements used bright colors to attract attention. The influence of these advertisements was found to be that content, music but also auditory cues, emotional responses, and frequency of advertisements contribute to the avoidance of casino brands. In addition, ethics and general attitudes towards the casino industry also influence the decision to avoid casinos.

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Introduction

Gambling is the betting of money on an uncertain outcome in the future (McMillen 2005). Increasingly, gambling is conducted online, including sports betting, online lotteries, and online casinos. Online casinos represent the second largest sector of the online gambling market (Gainsbury et al. 2013) and accounted for 40% of all gambling in Sweden in 2018 (Spel Inspektionen 2018).

Despite the regulation of gambling ads, it is said that it is spreading and becoming more and more sophisticated in modern society (Binde and Romild 2019; Torrance et al. 2021A). Like other ads, gambling ads have the purpose of building human relationships and increasing the time and money spent (Binde and Romild 2019; Deans et al. 2016; Labbrador et al. 2021). Online casinos have increased their advertising expenses by 95 % since 2016, and have dominated casino ads (Håkansson and WidingHoff 2019) because the frequency has increased and the reach has increased. This phenomenon is not limited to Sweden, but marketing costs by gambling companies in countries such as Australia and the United Kingdom (UK) are increasing, highlighting the importance of this topic for both socially and generating Y. (Miller 2018; Torrance et al.)

Consumer Y consumers born between 1977 and 1994 (members of NOBLE ET Al. Generation Y tend to be online gambling at home rather than physical casinos (Griffiths and Barness 2008), Chance Base In 2018, which prefers skil l-based games and interactive games than in games, 21%of Swedish gamblers are members of Generation Y (the largest group) and for "fun and excitement". In March 2019, 40 % of individuals (Spelpaus. se) in Sweden (Spelpentionen) were the cohort groups. 2019a), because he is likely to engage in online gambling, the gambling advertisement is regulated in the future. It is said that it is becoming more and more sophisticated (Binde and Romild 2019; Torrance et al. 2021A). The purpose of increasing (Binde 2014; Binde and Romild 2019; Deans et al. 2016; Because the reach is also dominant, it is not limited to Sweden and the United Kingdom (UK), which is not limited to the Håkanson and Widingoff 2019. The importance of this topic is highlighted for both socially and Generation Y (Miller 2018; Torrance et al.)

Consumer Y consumers born between 1977 and 1994 (members of NOBLE ET Al. Generation Y tend to be online gambling at home rather than physical casinos (Griffiths and Barness 2008), Chance Base In 2018, which prefers skil l-based games and interactive games than in games, 21%of Swedish gamblers are members of Generation Y (the largest group) and for "fun and excitement". In March 2019, 40 % of individuals (Spelpaus. se) in Sweden (Spelpentionen) were the cohort groups. 2019a), because they are likely to be engaged in online gambling, the gambling advertisement of Generation Y is regulated in modern society. It is said to be more clever (Binde and Romild 2019; (Binde 2014; Binde and Romild 2019; Deans et al. 2016; Labbrador et al. 2021) has increased advertising costs by 95 % (Spel InspuationEn 2019). This is not limited to this phenomenon in Sweden and the United Kingdom (Håkanson and Widingoff 2019). The importance of this topic is highlighted for both Generation Y (Miller 2018; Torrance et al.)

The increase in advertising costs for gambling and the increase in gambling behavior have developed ant i-consumer movements that recognize the impact of gambling to a wider and individual level. The anti-consumption-that is, the act of intentionally avoiding the consumption of all forms (Lee et al. 2009b)-describes the ability of consumer who ignores over-sustained excess consumption and the efforts of marketing staff. As a result, it is suggested that it is caused by the shift of power to the consumer (Denegri-Knott et al. 2006; Pentina and Amos 2011). The anti-consumption can be used not only for consumption of all products and services, but also on specific products and brand consumption, such as gambling and casino brands (Garcia-Bardidia et al. 2011). The importance of the negative aspects of branding is increasingly recognized, and researchers argue that it is also important to understand the reasons for avoiding specific products and brands (FourNier ett). Al. 2012; Hogg and Banister 2001; Knittel et al. 2016; Lee et al. 2009b).

The brand avoidance can be regarded as "a phenomenon in which consumers choose to intentionally move or refuse from the brand" (La Ra 2009a; p. 422), and the brand is, such as a decrease in investment rates. There is a possibility that it will lead to equity negative (Eriker 1996; Lee and others 2009a). It is essential for managers to understand the causes of such choices because the customer intentionally avoiding brands affects the organization. Research on brand avoidance is relatively limited, and research in specific industries is recommended (BERNDT et al.) In the past research, gambling advertisements are analyzed (HåKANSSON and Widinghoff 2019; korn 2005; Labbrador et al. 2021; mcmullan and kervin 2012) has a limited number of research on advertising strategies used to brand, especially in attitude and behavior (Clementens et al. 2017; NYEMCSOK et al. 2018; Torrance et al. 2021A). Not only the frequency of casino advertisements and the increase in advertising costs, but also the lack of research on gambling advertisements and specific advertising components, the purpose of this research is the use of creative strategies in casino advertising, especially Sweden. In search of how to contribute to the avoidance of online casinos among the generator Y consumers.
Two research questions have been set to achieve the purpose of the research:

1. What kind of advertising strategy is used in gambling ads?

2. How does these advertising strategies affect the avoidance of casino brands?

Literature review

Anti-consumption

This study contributes to further understanding of gambling ads in other countries other than the UK and Australia, as suggested by Torrance and others (2021A). This is important considering that this group is associated with the gambling industry (SUH et al.) And this study makes this advertising strategy avoids the online casino brand (that is, brand avoidance. ) Verify how it will affect. This study contributes to the development of brand avoidance, especially online casino brands related to advertising factors.

Types of brand avoidance

In this paper, we present the theory of advertising, which is a kind of brand avoidance, and that can be considered so far. Next, we present methodology that includes the identification of the ad and the participants of the research. After that, the knowledge obtained from advertising analysis and qualitative methods will be revealed. This paper is concluded with discussions, limits, and future research opportunities.

Reflective consumption can be described as opposition to resistance, disgust, or consumption, and to achieve social and personal goals (Amine and Gicquel 2011; Lee et al. The overall (non -) consumption of individuals, which does not buy products and services (Iyer and Muncy 2009), reflects not only products and brands, but also organizations, market ideology, and consumer culture ((). A variety of things that are caused by various purposes, such as Amine and Gicquel 2011), are identified (Cambefort and Pecot 2020). The impact is recognized as a reason for ant i-consumption, and how does these advertising strategies affect the avoidance of the casino brand?

The nature of advertising

Advertising strategies

Previous studies (Lee 2008; Lee et al. 2009a; Mostert et al. 2021) have identified four main types of brand avoidance and a fifth category, advertising (communication) avoidance (Berndt et al.). The first main type of brand avoidance is experiential avoidance, which arises from a bad or negative experience with a product, such as poor performance or inconvenience (Coulter 2009; Lee et al.). This means that the customer has a negative encounter with the organization and, as a result, decides not to purchase or support the organization in the future. The second type of brand avoidance, identity avoidance, arises from a discrepancy between the brand identity and the customer's self-identity (Lee et al.). Because consumers choose brands based on the image they want to project (Dall'Olmo Riley and De Chernatony 2000), they will avoid brands that do not support this image. Moral avoidance is the third type of brand avoidance that arises from value differences between the parties, whereby customers decide to avoid brands that conflict with their moral values, beliefs, and ethics (Rindell et al.). Thus, country of origin, anti-hegemony, and corporate ethics can be reasons why consumers avoid a brand (Bloemer et al. 2009; Kozinets and Handelman 2004). The fourth main type of brand avoidance is derived from customer perceptions.

An additional or fifth category of avoidance was also identified: advertising avoidance (Knittel et al.). This type of avoidance proposes that the advertising (or marketing communications) used by the originating organization contributes to the consumer's decision not to purchase the brand (Knittel et al. 2016; Mostert et al. 2021; Odoom et al. 2019) and is the focus of this study. Previous studies (Lee 2008; Lee et al. 2009a; Mostert et al. 2021) have identified four main types of brand avoidance and a fifth category, advertising (communication) avoidance (Berndt et al.). The first main type of brand avoidance is experience avoidance, which arises from a bad or negative experience with a product, such as poor performance or inconvenience (Coulter 2009; Lee et al.). This means that the customer has a negative encounter with the organization and, as a result, decides not to purchase or support the organization in the future. The second type of brand avoidance, identity avoidance, arises from a discrepancy between the brand identity and the customer's self-identity (Lee et al.). Because consumers choose brands based on the image they want to project (Dall'Olmo Riley and De Chernatony 2000), they will avoid brands that do not support this image. Moral avoidance is the third type of brand avoidance that arises from value differences between the parties, whereby customers decide to avoid brands that conflict with their moral values, beliefs, and ethics (Rindell et al.). Thus, country of origin, anti-hegemony, and corporate ethics can be reasons why consumers avoid a brand (Bloemer et al. 2009; Kozinets and Handelman 2004). The fourth main type of brand avoidance is derived from customer perceptions.

An additional or fifth category of avoidance was also identified: advertising avoidance (Knittel et al.). This type of avoidance proposes that the advertising (or marketing communications) used by the originating organization contributes to the consumer's decision not to purchase the brand (Knittel et al. 2016; Mostert et al. 2021; Odoom et al. 2019) and is the focus of this study. Previous studies (Lee 2008; Lee et al. 2009a; Mostert et al. 2021) have identified four main types of brand avoidance and a fifth category, advertising (communication) avoidance (Berndt et al.). The first main type of brand avoidance is experiential avoidance, which arises from a bad or negative experience with a product, such as poor performance or inconvenience (Coulter 2009; Lee et al.). This means that the customer has a negative encounter with the organization and, as a result, decides not to purchase or support the organization in the future. The second type of brand avoidance, identity avoidance, arises from a discrepancy between the brand identity and the customer's self-identity (Lee et al.). Because consumers choose brands based on the image they want to project (Dall'Olmo Riley and De Chernatony 2000), they will avoid brands that do not support this image. Moral avoidance is the third type of brand avoidance that arises from value differences between the parties, whereby customers decide to avoid brands that conflict with their moral values, beliefs, and ethics (Rindell et al.). Thus, country of origin, anti-hegemony, and corporate ethics can be reasons why consumers avoid a brand (Bloemer et al. 2009; Kozinets and Handelman 2004). The fourth main type of brand avoidance is derived from customer perceptions.

Methodology

Selection of the advertisements

Advertising is defined as a bran d-led communication that intends to affect people about organizations, products, services, or ideas from specified sponsors. Various models (for example, AIDA, information processing, and hierarchy) suggest that ads can affect customers by attracting attention (Belch and Belch) 2015; Pitt et al.) These models begin with attracting attention and create consciousness and attitude to be achieved using ads. Not only advertising attitudes, but also advertising methods and appeals (Haytko et al. 2018; Sandage and Leckenby 1980) affect the results of brand attitude, purchase, and other behaviors (Haytko et al. 2018 Mehta 2000; OUMLIL AND BALLOUN 2020; Petrovici and Marinov 2007). This means that casino ads can be used to create a positive attitude and use it to attract new gamblers, but it is questioned that casino ads can attract new gamblers (Hing et al.).

According to research so far, advertising and advertising strategies not only create positive reactions, but also cause negative emotions (eg, frustration) and determine that individuals will avoid or move away from brands. There is a possibility that it can be brought in (Berndt et al. 2019; de pelsmacker and van den bergh 1999; dolliver 2010; knittel et al. 2016; Mostert et al.) Casino advertisements are made of promotions incorporated into paid advertisements and television programs. The Internet, which contains both and makes gambling more interesting (Hing et al.) Internet, provides more opportunities to reach customers, and expands how to communicate with viewers (Belch and Belch 2015). There are concerns about gambling advertisements, especially if the urge to gamble is performed online that can be taken immediately to action, there is a risk that advertisement will promote excessive gambling (Hing et al.).

Analysis of the advertisements

Advertisements are composed of several strategies used to communicate with viewers and create desirable consumer reactions. This includes aspects of content, celebrity recommenders, music, advertising, and advertising frequency, which are suggested as part of the brand avoidance (Knittel et al.)

Focus groups and interviews

Content, i. e., messages and stories within an advertisement, may be avoided if they are perceived as unpleasant (Harris Interactive 2010; Odoom et al.). For example, brands with taboo themes may affect consumer attitudes and purchase intentions (Sabri and Obermiller 2012). The most common messages in gambling ads are gambling wins and bonuses, gambling as a form of virtual socialization, escapism, and excitement (Deans et al. 2016; Gavriel Fried et al. 2010; Håkansson and Widinghoff 2019; Korn et al. 2005; McMullan and Kervin 2012). Casino advertisements tend to show the positive aspects associated with winning (Abarbanel et al. 2017; Derevensky et al. 2010; Labrador et al. 2021) and fun (Sklar and Derevensky 2011), and many advertisements demonstrate accessibility and reflect glamorous lifestyles and attractive people (Hing et al. 2015, 2017). These messages suggest that success, happiness, and wealth can be easily achieved through gambling (Binde 2014; Torrance et al. 2021b), but do not report on the low probability of winning or the risks associated with gambling (Gavriel Fried et al. 2010).

By using celebrities, organizations aim to associate celebrities with their brand, positively influencing perceptions and attracting attention (Binde 2014; Fill and Turnbull 2016). Celebrity endorsers are used to project their image onto a brand (McCracken 1989), meaning that positive attitudes towards the celebrity are transferred to the brand (Apéria and Back 2004). This strategy is also used in gambling advertising, where sports stars act as the faces of the brand (Pitt et al.). For example, online casino brand LeoVegas uses Frank Anderson and Dolph Lundgren as celebrity spokespeople in its advertising (Friberg Wennerberg 2018).

The music used in advertisements affects the brand's cognition and can affect emotional reactions such as affection and memories (apaolaza-Ibá passez et al. 2010; Bramley et al.), For example, music is too noisy. If you feel uncomfortable or unrelated, it may lead to avoidance (Lantos and Craton 2012). Music genre choices are important because of the ability to appeal to a specific target market and the music matchability between the advertising image and the target market (Alpert et al. 2005; OAKES 2007). According to casino research, music genres used in casinos are in line with customer profiles, indicating that the diverse emotions of casinos are brought out (Bramley et al.).

Negative emotions are transmitted from advertising to brands (Dens et al. 2008) and affects avoidance, so the emotional reaction when viewing advertisements is very important. For example, when advertising is recognized as annoying (de pelsmacker and van den bergh 1999; knittel et al.) Brand avoidance of very emotional ads and provocative ads. It may lead to (Swani et al. 2013).

Data analysis

The frequency of advertisements is necessary for brand awareness, increasing the number of repetitions, increasing the persuasive power, and increasing advertising (Alwitt and Mitchell 1985). AlWreikat and Rjoub (2020) have revealed that repetitive ads are not only frustrated but also reducing customer engagement levels. As a result, in order to get positive effects, it is necessary not only to find a balance between advertisements that are too much and too much, but also to limit the negative impact (Chih-Chung and others 2012). Derevensky and others (2010) have discovered that individuals have expressed disgust against gambling advertising for their frequent spread. The frequency is related to the type of program to be broadcast, and 28 % of the ads are related to reality programs and 3 % of the news broadcast (Håkansson and Widinghoff 2019). The outline of the advertising strategy that affects the brand avoidance specified in the theory is as shown in Table 1.

Table 1 In summary of strategy specified in the theory

Research ethics

In order to achieve the goal of this study, a qualitative research was used (Babin and Zikmund 2016) for the ambiguous properties of the topic. Like Korn et al. (2005) and Mcmullan Kervin (2012), the ads were identified and presented in the focus groups and interviews, as recommended by Binde (2014). Thus, the research began with the identification of online casinos advertising, followed by a qualitative data collection method, especially the focus group.

Findings

The analysis of the advertisements

The o n-demand television ad was obtained because this medium is more often viewed than regular television and is being viewed by the younger generation (Frick 2018). 21. 2%of Swedish households have joined this service and broadcast ads (not for individuals), so one o n-demand channel is selected (MYNDIGHETEN FER PRESS 2018). 。 The advertisement is recorded over seven days, covering the range of 3 hours a day (eg, 8:00 to 11:00) (eg, from 8:00 to 11:00), and three. Focused on major channels (channels 3, 5, TV 6) (see Table 2). A total of 13 online casinos were collected and presented to the participants. This side could not be included in the research because there was no advertisement, including the recommendation of a celebrity.

Findings from the interviews

Table 2 Records of advertising

Content factors

Since the advertisement could be regarded as a "powerful symbolic textbook" (butkowski and Tajima 2017), the visual content analysis (Bell 2001) was used for advertising. This analysis suggests the development of a specific category that reflects various variables and value in the image, and (Korn et al. 2005; Pitt et al.) Like the method used, the aspects analyzed in the ads include not only advertising messages, but also used colors, messages, and characters. (See the appendix 1 for detailed analysis of the ad and the appendix 2 for the advertising example). In order to achieve the goal of this research, a qualitative research was used (Babin and Zikmund 2016) for the ambiguous properties of the topic. Like Korn et al. (2005) and Mcmullan Kervin (2012), the ads were identified and presented in the focus groups and interviews, as recommended by Binde (2014). Thus, the research began with the identification of online casinos advertising, followed by a qualitative data collection method, especially the focus group.

Table 2 Records of advertising

Since the advertisement could be regarded as a "powerful symbolic textbook" (butkowski and Tajima 2017), the visual content analysis (Bell 2001) was used for advertising. This analysis suggests the development of a specific category that reflects various variables and value in the image, and (Korn et al. 2005; Pitt et al.) Like the method used, the aspects analyzed in the ads include not only advertising messages, but also used colors, messages, and characters. (See the appendix 1 for detailed analysis of the ad and the appendix 2 for the advertising example). In order to achieve the goal of this study, a qualitative research was used (Babin and Zikmund 2016) for the ambiguous properties of the topic. Like Korn et al. (2005) and Mcmullan Kervin (2012), the ads were identified and presented in the focus groups and interviews, as recommended by Binde (2014). Thus, the research began with the identification of online casinos advertising, followed by a qualitative data collection method, especially the focus group.

Table 2 Records of advertising

A judgement sample (Denscombe 2010) was deemed appropriate for this study. Specifically, participants had to belong to Generation Y, be Swedish, and be viewers of on-demand television (i. e., to ensure exposure to the specific advertisements). To access the sample, 50 e-mails were sent to a convenience sample of individuals who met these criteria, deemed appropriate when studying this topic (Binde 2014). The e-mails included an introduction to the study and questions to obtain respondents’ views on gambling, online gambling, and online casinos, ensuring that respondents did not hold extreme opinions against casinos and casino advertising and were a relatively homogenous group (e. g., morally opposed or extremely positive towards gambling) (Freeman 2006). From the responses received, 18 participants (8 female [F], 10 male [M]) were invited to participate in one of three focus groups (see Table 3 for details of focus group participants). Participants gave their informed consent to participate in the survey. They were shown 13 advertisements (A1-A13) at the start of the focus group and the discussion focused on the advertisements and their consequences.

Table 3 Details of focus group participants

Furthermore, six semi-structured interviews (average 67 min each) were conducted with the same judgment criteria, yielding 400 min of data (see Table 4). These interviews allowed the authors to confirm the data. The interviews allowed the authors to achieve saturation and confirmation (Saunders et al.). When creating the interview guide, questions were formulated using indirect questions to reduce the potential influence of social desirability bias (if participants do not report accurately on sensitive topics) (Fisher 1993).

Table 4 Details of interview participants

Music and other auditory cues

The focus group and interviews were transcribed for further analysis. The theme analysis is used to identify the theme and code of the data, and formed a codebook / template that can start with a theoretically deducted theme (from Sauders et al. Theory. The derived code (a deductive code deducted from the data) was also identified (see Table 5) (STUCKEY 2015). If there was a difference in opinion, it was solved through discussions (Campbell et al.).

Table 5 Code used in analysis

Whether it is correct to advertise gambling, whether gambling should exist in society (Binde 2014). There are various aspects of gambling advertising ethics, and some individuals think that gambling does not have gambling, so it is highly possible that all types of advertisements that promote such acts are wrong (Binde). 2014). Through this study, the authors have recognized that their management implications may help users to strengthen marketing activities that can be disadvantageous to society. He was considered sensitive.

The length of the advertisement varies from 10 to 30 seconds, and there are five human beings and two characters appearing. In four ads, women were gambling (A2, A5, A8, A9). The sound used is the brand's characteristic music and jingle. There were also advertisements including other sounds, such as coin falling sounds (A1) and natural sounds (such as bird squeals) (A2, A7). Like Korn et al. (2005), all ads used bright colors. Other visuals include mobile phones, suggesting the ease of gambling and ease of access. One advertisement had no narration, and eight of the remaining advertisements were a narration of male voices. The additional text on the screen, as well as the ethical warnings required by law, as well as "Derevensky et Al. It contained phrases such as "Easy Cashout" and "Free Spin".

Some of the focus groups and interviews (n = 11) have previously tried online gambling. However, no one had a history of gambling addiction, regularly gambling, or was a gambler.

Participants have identified various content factors, such as the overall appeal of the message and the message itself focusing on victory and quick payout. They explained how attractive advertisements and websites affect their awareness and make the brand unusable. The fact that the use of animation and characters (not the actual human) and characters (not the actual humans) gave the impression of being childish is given. "Animation content is negative and not attractive" (M1, A11).

Participants agree that A5, A1, and A13 speed (tempo) and sequence affect the ability to handle content. Participants argued that the brand was trying to make use of the time frame as much as possible, so that it was packed too much information in a short time. A participant said:

It's a very annoying ad. My head hurts. There are too many things and I get the impression that I'm just trying to pack as much information about the brand. Stress has accumulated and I don't choose this brand. (M4, A5).

Emotional response

Participants pointed out that the message that focuses on victory leads to the distrust and negative sense of the brand, and that many people see that it is inefficient and misleading. Some participants described that the brand has something to hide (F7, A13), and another participant said:

It looks too hard and can easily win ... But I don't gamble at the casino here. (M11, A6).

Respondents said many ads (A4, A6, A12) are trying to emphasize the simplicity and speed of cash out. They considered this as deceptive and reflected in unreliable organizations. "They are very simple, easy, and faster to run out of all property in gambling. Furthermore, the participants added:

It's a shallow, overall terrible ... it's a cheap way to try to gamble people. "(M1, A6). (M1, A6).

In particular, A9, A2, A7, and A13 ads specialized in female gamblers, and many said that they were trying to increase female gamblers (both men and women). One respondent said, "This is a feminine approach, but it is not a problem overall, but it only comes out of feminine things, so it seems to affect the selection of casinos and is not attracted (M10, A9). Say, another respondent said:

Emergent codes

It is annoying that the casino is directed to a woman and is coded as feminine. It is typical to use women's stereotypes. Even the name is feminine, and after enjoying shopping, there are two normative white women walking happily. (F2, A9).

Casino's name and slogan were shown as reflecting the perceived credibility and reliability, and some believed that slogans would contribute to the perception of deception (such as A9). In addition, the participants were seeking that the brand name was linked to the service itself. "Their slogan is" The Feeling of Winning ". That's why I'm deceived. "(F10, A9). One respondent is talking:

I don't think the brand name is very helpful, so I don't know the name because I don't know the name and it's not linked to the service. (M6, A12).

The first discussion focused on music, but the participants responded to other hearing clues in advertising. They often realized that music was too large, too early, and for young target markets, and affected the reaction to advertising:

The sound is too loud. The sound is too loud, the music is childish, and I don't feel like I'm targeting adults. (M13, A6).

Respondents have cited sound effects, narrators, and jingles as other hearing clues. Sound effects, especially victory sounds, strengthened distrust of the organization. For example, coin falling sounds and chorus of "Hallelujah" are flowing in the background. , especially in A9, A2, A7, and A13 ads, it specialized in female gamblers, and many said that they were trying to increase female gamblers (both men and women). One respondent said, "This is a feminine approach, but it is not a problem overall, but it only comes out of feminine things, so it seems to affect the selection of casinos and is not attracted (M10, A9). Say, another respondent said:

Discussion

I don't think the brand name is very helpful, so I don't know the name because I don't know the name and it's not linked to the service. (M6, A12).

The sound is too loud. The sound is too loud, the music is childish, and I don't feel like I'm targeting adults. (M13, A6).

Respondents have cited sound effects, narrators, and jingles as other hearing clues. Sound effects, especially victory sounds, strengthened distrust of the organization. For example, coin falling sounds and chorus of "Hallelujah" are flowing in the background in another casino. In particular, A9, A2, A7, and A13 ads specialized in female gamblers, and many said that they were trying to increase female gamblers (both men and women). One respondent said, "This is a feminine approach, but it is not a problem overall, but it only comes out of feminine things, so it seems to affect the selection of casinos and is not attracted (M10, A9). Say, another respondent said:

Casino's name and slogan were shown as reflecting the perceived credibility and reliability, and some believed that slogans contribute to the perception of deception (such as A9). In addition, the participants were seeking that the brand name was linked to the service itself. "Their slogan is" The Feeling of Winning ". That's why I'm deceived. "(F10, A9). One respondent is talking:

Theoretical and managerial implications

I don't think the brand name is very helpful, so I don't know the name because I don't know the name and it's not linked to the service. (M6, A12).

The sound is too loud. The sound is too loud, the music is childish, and I don't feel like I'm targeting adults. (M13, A6).

Conclusions, limitations, and future research

Participants also gave many opinions about the voice of the narrator in the advertisement. They found it intrusive and also reacted to the authoritative tone of the (male) voice. Intrusive, untrustworthy (M5, A1). For some participants, A3's voice was related to other advertisements:

When I hear this voice, I immediately think of commercials. When I hear this commanding voice, I immediately associate it with commercials. It's not like they're talking to me like I'm a normal person, it's just a voice there. (M11, A3).

Seven of the advertisements presented in the study contained jingles. Some participants identified these as annoying or giving a childish impression of the brand or advertisement. "I kind of liked this one until their brand came in with their jingle and the advertisement. It felt childish" (F2, A7).

References

Even if participants were favorable towards the advertisement, A9's jingle elicited a negative reaction:
I immediately find this advertisement annoying and when I hear them singing all the time, it bothers me. It's not the ad itself that bothers me, it's the jingle. (F3, A9).
The 13 different casino ads generated diverse responses from the study participants, and the impression of the ads influenced their perception of the brand and the resulting behavioral choices. "The ads annoy me, so I'm annoyed with the company. The ads annoy me, so I'm annoyed with the company, so I don't go to the casino" (F6, A5). Participants were more negative when they perceived the ads as misleading, for example, as unrealistic and unfair.
There's a cartoon, it's kind of cool, but then all of a sudden you're in a game, and you feel out of place. Why did they show you this? I would never choose it. (M13, A13).
Everything looks so glamorous, and then it's just raining money. They're trying to make you think that if you just gamble, your life will have a new meaning. As soon as I see this kind of ads, I hate them. (F8, A1).
Regarding the frequency of advertising, the participants emphasized the frequency of both casino advertisements and these brands, and shared the frequency of broadcasting affecting advertising and brands. While the frequency of advertisements caused the annoyance, the repeated long advertisements were recognized as more annoying. One of the participants was ³, "I would have been frustrated if this ad was played multiple times, that would have come to see the company negatively ³ (M3, A1). Another respondent said:
Another respondent also commented on the following: Another respondent also commented on the following: (F11, A12).
Despite the fact that the sample did not have an extreme view of gambling, the participants have raised two issues on casino ads. The first was the ethics of casino advertising, the second was a wide range of awareness of the industry, especially the length of advertising to make the impression of gambling normal.
They are truly trying to make gambling normal as everyday acts. It's strange that she is gambling while drinking coffee at a cafe. I don't think I'm drawing a real casino player. (F11, A9).
The ease of access to online casinos is also related to the ubiquitous mobile phones that can be easily used online gambling.
You use a mobile phone because everyone has it. I just say that if you have a mobile phone, you can get money. It's scary because people who have no critical thinking may be gambling and may be addicted. That triggers! And because they have a support line, they know. (F7, A10).
The moral reaction to the advertisement A2 was colored by the brand behind the ad. It was suspicious that the stat e-owned online casino would be involved in advertising, and the participants asked these casinos for high standards.
Because it is stat e-owned, it should protect customers. Because it is stat e-owned, it should protect customers. (F9, A2). Regarding the frequency of ads, the participants emphasized the frequency of both casino advertisements and these brands, and shared the frequency of broadcasting to advertising and brands. While the frequency of advertisements caused the annoyance, the repeated long advertisements were recognized as more annoying. One of the participants was ³, "I would have been frustrated if this ad was played multiple times, that would have come to see the company negatively ³ (M3, A1). Another respondent said:
Another respondent also commented on the following: Another respondent also commented on the following: (F11, A12).
Despite the fact that the sample did not have an extreme view of gambling, the participants have raised two issues on casino ads. The first was the ethics of casino advertising, the second was a wide range of awareness of the industry, especially the length of advertising to make the impression of gambling normal.
They are truly trying to make gambling normal as everyday acts. It's strange that she is gambling while drinking coffee at a cafe. I don't think I'm drawing a real casino player. (F11, A9).
The ease of access to online casinos is also related to the ubiquitous mobile phones that can be easily used online gambling.
You use a mobile phone because everyone has it. I just say that if you have a mobile phone, you can get money. It's scary because people who have no critical thinking may be gambling and may be addicted. That triggers! And because they have a support line, they know. (F7, A10).
The moral reaction to the advertisement A2 was colored by the brand behind the ad. It was suspicious that the stat e-owned online casino would be involved in advertising, and the participants asked these casinos for high standards.
Because it is stat e-owned, it should protect customers. Because it is stat e-owned, it should protect customers. (F9, A2). Regarding the frequency of advertising, the participants emphasized the frequency of both casino advertisements and these brands, and shared the frequency of broadcasting affecting advertising and brands. While the frequency of advertisements caused the annoyance, the repeated long advertisements were recognized as more annoying. One of the participants was ³, "I would have been frustrated if this ad was played multiple times, that would have come to see the company negatively ³ (M3, A1). Another respondent said:
Another respondent also commented on the following: Another respondent also commented on the following: (F11, A12).
Despite the fact that the sample did not have an extreme view of gambling, the participants have raised two issues on casino ads. The first was the ethics of casino advertising, the second was a wide range of awareness of the industry, especially the length of advertising to make the impression of gambling normal.
They are truly trying to make gambling normal as everyday acts. It's strange that she is gambling while drinking coffee at a cafe. I don't think I'm drawing a real casino player. (F11, A9).
The ease of access to online casinos is also related to the ubiquitous mobile phones that can be easily used online gambling.
You use a mobile phone because everyone has it. I just say that if you have a mobile phone, you can get money. It's scary because people who have no critical thinking may be gambling and may be addicted. That triggers! And because they have a support line, they know. (F7, A10).
The moral reaction to the advertisement A2 was colored by the brand behind the ad. It was suspicious that the stat e-owned online casino would be involved in advertising, and the participants asked these casinos for high standards.
Because it is stat e-owned, it should protect customers. Because it is stat e-owned, it should protect customers. (F9, A2).
Some say that online casino advertisements should be more regulated so that they can not prove the win because they think they are already using gambling addiction. In addition, many participants tried to ignore these advertisements because of the awareness of the industry itself:
I have the emotions and thoughts that I already have for casino commercials, so I don't accept much of them. I try to ignore it. (M9, A8).
The purpose of this study is how to use creative strategies in casino advertisements and how to contribute to the avoidance of online casinos due to the global effects of casino advertising and the potential effect on avoidance. In particular, it was to investigate among consumers of Generation Y in Sweden. Two research quests have been set to achieve the purpose of the research. Research Quest 1 focuses on the creative strategy used in casino advertisements, that is, what advertising strategies are used in gambling ads. Online casino ads reflect the same creative strategies as those used in sports betting ads using both humans and characters (Pitt et al.) Music and other supporting hearing Sounds, including clues, are used to communicate with viewers. Like Korn et al. (2005) and Pitt (2018), the use of male voiceover was confirmed. As established in previous research, phrases such as "great victory", "simple cash out", and "free spin" appeared in advertisements (Derevensky et al. 2010; Pitt et al. 2018). Some say that online casinos advertisements should be more regulated so that they can not prove the victory because they think they are already using gambling addiction. In addition, many participants tried to ignore these advertisements because of the awareness of the industry itself:
I have the emotions and thoughts that I already have for casino commercials, so I don't accept much of them. I try to ignore it. (M9, A8).
The purpose of this study is how to use creative strategies in casino advertisements and how to contribute to the avoidance of online casinos due to the global effects of casino advertising and the potential effect on avoidance. In particular, it was to investigate among consumers of Generation Y in Sweden. Two research quests have been set to achieve the purpose of the research. Research Quest 1 focuses on the creative strategy used in casino advertisements, that is, what advertising strategies are used in gambling ads. Online casino ads reflect the same creative strategies as those used in sports betting ads using both humans and characters (Pitt et al.) Music and other supporting hearing Sounds, including clues, are used to communicate with viewers. Like Korn et al. (2005) and Pitt (2018), the use of male voiceover was confirmed. As established in previous research, phrases such as "great victory", "simple cash out", and "free spin" appeared in advertisements (Derevensky et al. 2010; Pitt et al. 2018). Some say that online casino advertisements should be more regulated so that they can not prove the win because they think they are already using gambling addiction. In addition, many participants tried to ignore these advertisements because of the awareness of the industry itself:
I have the emotions and thoughts that I already have for casino commercials, so I don't accept much of them. I try to ignore it. (M9, A8).
The purpose of this study is how to use creative strategies in casino advertisements and how to contribute to the avoidance of online casinos due to the global effects of casino advertising and the potential effect on avoidance. In particular, it was to investigate among consumers of Generation Y in Sweden. Two research quests have been set to achieve the purpose of the research. Research Quest 1 focuses on the creative strategy used in casino advertisements, that is, what advertising strategies are used in gambling ads. Online casino ads reflect the same creative strategies as those used in sports betting ads using both humans and characters (Pitt et al.) Music and other supporting hearing Sounds, including clues, are used to communicate with viewers. Like Korn et al. (2005) and Pitt (2018), the use of male voiceover was confirmed. As established in advance research, phrases such as "great victory", "simple cash out", and "free spin" appeared in advertisements (Derevensky et al. 2010; Pitt et al. 2018).
Research question 2 examined how these advertising strategies affect casino brand avoidance. Results showed that these ads influenced the decision to avoid online casino brands. Participants made statements such as: “I would definitely choose another brand,” “I would never choose this brand because it’s stressful,” “I would never gamble at that casino,” “It would affect my casino choice,” and “I would never be able to gamble.” Regarding the content of the ads, participants commented on ads that were unattractive, especially those that used animation or ads that contained too much information in a short amount of time, placing cognitive pressure on the viewer. In casino ads, winning is promoted as part of the positive framing of the advertising message (Abarbanel et al. 2017; Korn et al. 2005; Kroon 2021; Torrance, et al. 2021a), but a lack of realism was perceived as deceptive and unpleasant, affecting reactions to the ads and brands (Berndt et al. 2019; Labrador et al. 2021; Xie et al. 2015). Similarly, the promise of quick payouts (cash out) contributed to negative reactions to the advertisements, as seen in previous studies (Torrance et al.). Highlighting female gamblers as advertising characters was perceived by both men and women as encouraging women to gamble, especially through unrealistic and stereotypical portrayals of situations. The use of female gamblers differs from previous studies in the following ways.
Music in advertising has received increasing attention due to its influence on listeners' emotions and behaviors (Alpert et al. 2005). Similar to Berndt et al. (2019) and Odoom et al. (2019), our study found that music-related aspects influence brand avoidance. Not only the volume of the music but also the genre of music should be considered. For example, the use of "youth-oriented" music (Monaghan et al. 2008) is perceived negatively, despite the participants' age (Generation Y). An additional music-related strategy used in advertising is jingles. Jingles are "catchy songs about a product or service" (Belch and Belch 2015 p. 714) that provide an additional dimension to advertising (Gupta 2013), increase awareness, and can increase brand retention through their impact on memory (Shakil and Siddiqui 2019; Taylor 2015). Participants believed that jingles were more common in casino advertisements than in other advertisements, which may have contributed to their negative reactions to the use of jingles. Audiovisual cues include music as well as sound effects and narration used in advertising. In the advertisements selected in this study, sound effects like slot machines and other winning-related cues used in casino advertising reinforced the negative perception of casinos. The narrators of the advertisements were mostly male. Although male narrations are widely used in advertising (Korn et al. 2005), in the advertisements in this study, they were perceived as ³stereotypical³ voices that draw attention away from the advertisement, thus influencing avoidance decisions.
Advertising can generate cognitive and emotional responses to the advertisement and the advertised brand by changing beliefs about the product and creating positive or negative emotions (Belch and Belch 2015; Kavaliauskė and Simanavičiūtė 2015). Negative reactions were evident when participants perceived the advertisement as a nuisance and/or irritation, influencing their decision to avoid the brand (Kavaliauskė and Simanavičiūtė 2015). Complex advertisements that contained a large amount of content in a short period of time generally led to negative reactions because participants could not comprehend the information (Kirmeyer 1988). Presenting attractive aspects related to gambling elicited a range of negative emotional responses, including irritation and strong negative emotions (e. g., hatred), especially when the advertisement was perceived as deceptive, despite not being against national advertising guidelines. Although advertising frequency contributes to recall (Binde 2014), participants observed an increased frequency of gambling ads (Torrance et al. 2021b) and disliked casino ads because of their frequency (Derevensky et al. (2010)), which contributed to brand avoidance (Chih-Chung et al. 2013). While the ads met regulatory requirements, participants identified aspects of the ads that they viewed as unethical, where normalization and a false reality (i. e., not a real-life scenario) were presented (Monaghan et al. 2008; Torrance et al. 2013). Gambling is argued to be a public health issue (Gainsbury et al. 2013), and participants noted that the normalization of gambling in ads contributed to brand avoidance. Some brands (e. g., A2) were viewed with a different standard because they are state-owned companies and participants believe they should be more responsible companies. These ads may have irritated participants more because participants had preconceived negative perceptions of certain industries (Aaker and Bruzzone 2013). 1985). Advertising can generate cognitive and emotional responses to the advertisement and the advertised brand by changing beliefs about the product and creating positive or negative emotions (Belch and Belch 2015; Kavaliauskė and Simanavičiūtė 2015). Negative reactions were evident when participants perceived the advertisement as a nuisance and/or irritation, influencing their decision to avoid that brand (Kavaliauskė and Simanavičiūtė 2015). Complex advertisements that contained a large amount of content in a short period of time generally led to negative reactions due to participants' inability to comprehend the information (Kirmeyer 1988). Presenting attractive aspects related to gambling elicited a range of negative emotional responses, including irritation and strong negative emotions (e. g., hatred), especially when the advertisement was perceived as deceptive, despite not being against national advertising guidelines.
Although advertising frequency contributes to recall (Binde 2014), participants observed an increase in the frequency of gambling advertisements (Torrance et al. 2021b), disliked casino ads due to their frequency (Derevensky et al. (2010)), and contributed to brand avoidance (Chih-Chung et al. 2021b). While the ads met regulatory requirements, participants identified aspects of the ads that they viewed as unethical, where normalization and a false reality (i. e., not a real-life scenario) were presented (Monaghan et al. 2008; Torrance et al. 2021b). Gambling is argued to be a public health issue (Gainsbury et al. 2013), and participants noted that the normalization of gambling in ads contributed to brand avoidance. Some brands (e. g., A2) were viewed with a different standard because they were state-owned companies and participants believed they should be more responsible companies. These ads could have irritated participants more because they had preconceived negative perceptions of certain industries (Aaker and Bruzzone 1985). Advertising can generate cognitive and emotional responses to the advertisement and the advertised brand by changing beliefs about the product and creating positive or negative emotions (Belch and Belch 2015; Kavaliauskė and Simanavičiūtė 2015). Negative reactions were evident when participants perceived the advertisement as a nuisance and/or irritation, influencing their decision to avoid the brand (Kavaliauskė and Simanavičiūtė 2015). Complex advertisements that contained a large amount of content in a short period of time generally led to negative reactions because participants could not comprehend the information (Kirmeyer 1988). Presenting attractive aspects related to gambling elicited a range of negative emotional responses, including irritation and strong negative emotions (e. g., hatred), especially when the advertisement was perceived as deceptive, despite not being against national advertising guidelines. Although advertising frequency contributes to recall (Binde 2014), participants observed an increased frequency of gambling ads (Torrance et al. 2021b) and disliked casino ads because of their frequency (Derevensky et al. (2010)), which contributed to brand avoidance (Chih-Chung et al. 2013). While the ads met regulatory requirements, participants identified aspects of the ads that they viewed as unethical, where normalization and a false reality (i. e., not a real-life scenario) were presented (Monaghan et al. 2008; Torrance et al. 2013). Gambling is argued to be a public health issue (Gainsbury et al. 2013), and participants noted that the normalization of gambling in ads contributed to brand avoidance. Some brands (e. g., A2) were viewed with a different standard because they are state-owned companies and participants believe they should be more responsible companies. These ads may have irritated participants more because participants had preconceived negative perceptions of certain industries (Aaker and Bruzzone 2013). (1985).
Theoretically, this research has contributed to several fields. First, this research focuses on consumers of Generation Y, Sweden, but contributed to the international understanding of ads in this cohort outside the UK and Australia, and was held in these countries. Find some support in the view (Torrance and 2021a). Second, consumers are growing among consumers that they have rarely elucidated by researchers (Azevedo 2020 P. 251). Thus, the results of this research clarify the importance of advertising ethics related to online casinos and the importance of the industry. Third, this study provides further insights in the effects of advertising avoidance on evasion behavior in other product categories. Previous studies include fashion (Lee et al. 2017; Lin et al. 2020; vajkai and zsóka 2020), mobile phones (MosterT et al. 2017; Mostert et al. 2021), service brands (Berndt et al. 2019), etc. We have investigated the role of advertising for a wide range of products (Odoom et al. 2019). This study shows that online casinos may contribute to brand avoidance, and have expanded their understanding of advertising avoidance and results. In addition, this study contributes to the theoretical development of advertising avoidance by expanding the terms suggested in previous research (Knittel et al. 2016). As a result of pr e-research and careful consideration of our data, we propose:
Practically, it suggested that various aspects identified in this study affect the brand support of the participants of Generation Y, which is important for creative officials involved in advertising design and implementation. 。 These aspects include the formulation of messages, the selection of hearing stimuli, and the frequency of advertising. The use of victory messages, which is the theme of many casino advertisements (PITT and 2018; Torrance, 2021A), are unrealistic and reasonable for avoidance. Theoretically, this study has contributed to several fields. First, this research focuses on consumers of Generation Y, Sweden, but contributed to the international understanding of ads in this cohort outside the UK and Australia, and was held in these countries. Find some support in the view (Torrance and 2021a). Second, consumers are growing among consumers that they have rarely elucidated by researchers (Azevedo 2020 P. 251). Thus, the results of this research clarify the importance of advertising ethics related to online casinos and the importance of the industry. Third, this study provides further insights in the effects of advertising avoidance on evasion behavior in other product categories. Previous studies include fashion (Lee et al. 2017; Lin et al. 2020; vajkai and zsóka 2020), mobile phones (MosterT et al. 2017; Mostert et al. 2021), service brands (Berndt et al. 2019), etc. We have investigated the role of advertising for a wide range of products (Odoom et al. 2019). This study shows that online casinos may contribute to brand avoidance, and have expanded their understanding of advertising avoidance and results. Furthermore, this study contributes to the theoretical development of advertising avoidance by extending the terms suggested in pr e-study (Knittel et al. 2016). As a result of pr e-research and careful consideration of our data, we propose:
Practically, it suggested that various aspects identified in this study affect the brand support of the participants of Generation Y, which is important for creative officials involved in advertising design and implementation. 。 These aspects include the formulation of messages, the selection of hearing stimuli, and the frequency of advertising. The use of victory messages, which is the theme of many casino advertisements (PITT and 2018; Torrance, 2021A), are unrealistic and reasonable for avoidance. Theoretically, this research has contributed to several fields. First, this research focuses on consumers of Generation Y, Sweden, but contributed to the international understanding of ads in this cohort outside the UK and Australia, and was held in these countries. Find some support in the view (Torrance and 2021a). Second, consumers are growing among consumers that they have rarely elucidated by researchers (Azevedo 2020 P. 251). Thus, the results of this research clarify the importance of advertising ethics related to online casinos and the importance of the industry. Third, this study provides further insights in the effects of advertising avoidance on evasion behavior in other product categories. Previous studies include fashion (Lee et al. 2017; Lin et al. 2020; vajkai and zsóka 2020), mobile phones (MosterT et al. 2017; Mostert et al. 2021), service brands (Berndt et al. 2019), etc. We have investigated the role of advertising for a wide range of products (Odoom et al. 2019). This study shows that online casinos may contribute to brand avoidance, and have expanded their understanding of advertising avoidance and results. Furthermore, this study contributes to the theoretical development of advertising avoidance by extending the terms suggested in pr e-study (Knittel et al. 2016). As a result of pr e-research and careful consideration of our data, we propose:
Practically, it suggested that various aspects identified in this study affect the brand support of the participants of Generation Y, which is important for creative officials involved in advertising design and implementation. 。 These aspects include the formulation of messages, the selection of hearing stimuli, and the frequency of advertising. The use of victory messages, which is the theme of many casino advertisements (PITT and 2018; Torrance, 2021A), are unrealistic and reasonable for avoidance.
Advertising preliminary tests can reduce potential negative reactions to ads. In addition, this study emphasizes the importance of the ethical perspective of the cohort group used not only in advertising but also for evaluating the industry and its management principles. This is consistent with the importance of ethical issues for consumers, and organizations need to be more aware of marketing decisions (Azevedo 2020). While there is a clear ethical guideline formulated by the government to regulate such an advertisement, the recognition of the participants may suggest an additional aspect of regulatory authorities.
Participants' awareness that ads were deceptive affected brands, related attitudes and actions. The recognition that these ads do not draw actual online gamblers and are deceptive suggests that the casino should use a more realistic scenario to differentiate. It is also important to note that ethical management of the gambling industry in a wider society may be an additional regulation to restrict gambling normalization in these advertisements. The advertising code has been formulated to limit the adverse effects (Binde 2014), but participants recognized the need for further regulations.
The growth of online casinos has increased advertising costs for selling these brands. Advertisements are designed to impact consumers, but their impact tends to be positive, but this research is negative for online casinos (for example, not purchasing or supporting it. Clarified that it may bring. Advertising pr e-tests can reduce potential negative reactions to ads. In addition, this study emphasizes the importance of the ethical perspective of the cohort group used not only in advertising but also for evaluating the industry and its management principles. This is consistent with the importance of ethical issues for consumers, and organizations need to be more aware of marketing decisions (Azevedo 2020). While there is a clear ethical guideline formulated by the government to regulate such an advertisement, the recognition of the participants may suggest an additional aspect of regulatory authorities.
Participants' awareness that ads were deceptive affected brands, related attitudes and actions. The recognition that these ads do not draw actual online gamblers and are deceptive suggests that the casino should use a more realistic scenario to differentiate. It is also important to note that ethical management of the gambling industry in a wider society may be an additional regulation to restrict gambling normalization in these advertisements. The advertising code has been formulated to limit the adverse effects (Binde 2014), but participants recognized the need for further regulations.
The growth of online casinos has increased advertising costs for selling these brands. Advertisements are designed to impact consumers, but their impact tends to be positive, but this research is negative for online casinos (for example, not purchasing or supporting it. Clarified that it may bring. Advertising preliminary tests can reduce potential negative reactions to ads. In addition, this study emphasizes the importance of the ethical perspective of the cohort group used not only in advertising but also for evaluating the industry and its management principles. This is consistent with the importance of ethical issues for consumers, and organizations need to be more aware of marketing decisions (Azevedo 2020). While there is a clear ethical guideline formulated by the government to regulate such an advertisement, the recognition of the participants may suggest an additional aspect of regulatory authorities.
Participants' awareness that ads were deceptive affected brands, related attitudes and actions. The recognition that these ads do not draw actual online gamblers and are deceptive suggests that the casino should use a more realistic scenario to differentiate. It is also important to note that ethical management of the gambling industry in a wider society may be an additional regulation to restrict gambling normalization in these advertisements. The advertising code has been formulated to limit the adverse effects (Binde 2014), but participants recognized the need for further regulations.
The growth of online casinos has increased advertising costs for selling these brands. Advertisements are designed to impact consumers, but their impact tends to be positive, but this research is negative for online casinos (for example, not purchasing or supporting it. Clarified that it may bring.
Although we sought to recruit participants who did not hold extreme opinions towards gambling or online casinos, it is possible that more extreme opinions were expressed due to the potentially contentious nature of the product category (Binde 2014). Ad selection and viewing may also be a limitation due to their length and the unrealistic settings in which they are presented. The ad sample was one week, limiting the number of casino ads included in the study. As no ads contained celebrity endorsements, we cannot argue for or against the contribution of online casino ads to brand avoidance. As this study focused solely on advertising, other components of the integrated marketing communication mix that may also influence attitudes and behaviors are excluded.
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Funding

LANTOS GP, Craton LG (2012) A Model of Consumer Response to Advertising Music. J Consum Mark 29 (1): 22-42. LEGOOGLE SCHOLAR.

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Last modified: 27.08.2024

-SN Business & Economics The paper focuses on the impact of advertising on the avoidance of online casinos among Generation Y. Online casinos: advertising and avoidance among Generation Y consumers in Sweden by Julia Henriksen & Malin Hornebrant & Adele Berndt; Can the. Online casinos: advertising and avoidance among Generation Y consumers in Sweden Julia Henriksen, Malin Hornebrant, Adele Berndt SN Business.

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Online casinos: advertising and avoidance among Generation Y consumers in Sweden

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Introduction

Literature review

Anti-consumption

Types of brand avoidance

The nature of advertising

Advertising strategies

Methodology

Selection of the advertisements

Analysis of the advertisements

Focus groups and interviews

Data analysis

Research ethics

Findings

The analysis of the advertisements

Findings from the interviews

Content factors

Music and other auditory cues

Emotional response

Emergent codes

Discussion

Theoretical and managerial implications

Conclusions, limitations, and future research

References

Funding