Community Perspectives of MA Higher Education Students on their Exposure to and Participation in Sports Betting through Paid Media Advertising

Session Title

Youth Gambling: College & Sports Betting

Presentation Type

Paper Presentation

Start Date

26-5-2026 12:00 AM

Abstract

The introduction of legal sports betting to Massachusetts is anticipated to impose social, health, and educational impacts on higher education students (aged 18-25) in Massachusetts, particularly regarding their exposure to and participation in sports betting through paid media advertising (Vander Linden et al., 2022). Funded by the Massachusetts Gaming Commission, we used a community-engaged research approach to bring together a diverse, engaged student group from various higher education institutions in Massachusetts to form a community research team (CRT), who took the lead in exploring relevant issues in a multi-year research project. The specific research questions were developed by the CRT upon participating in a series of workshops with industry and community stakeholders. The CRT utilized journey mapping techniques, informed by a set of innovative methodologies that involve reflection journals, in-depth interviews, and auto-ethnography during primary sports events conducted by community members. This multi-method approach allow the investigators and the CRT to develop understanding about how college students experience, and are impacted by, paid sports betting advertising in Massachusetts, build community awareness about the practice and its impact, and inform community-minded interventions designed to encourage positive play, and reduce problematic sports betting behaviors.

Author Bios

Zhen (Jane) Zhu, Ph.D., is the Chair and a Professor of Marketing at Suffolk University with more than 20 years of higher education experience. Her primary research expertise lies in the field of consumer experience in technology innovation adoption and digital marketing. In addition, she has been actively engaged in service-based teaching and applying community-based approach in collaboration with various NGOs and government agencies on her academic positions.

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May 26th, 12:00 AM

Community Perspectives of MA Higher Education Students on their Exposure to and Participation in Sports Betting through Paid Media Advertising

The introduction of legal sports betting to Massachusetts is anticipated to impose social, health, and educational impacts on higher education students (aged 18-25) in Massachusetts, particularly regarding their exposure to and participation in sports betting through paid media advertising (Vander Linden et al., 2022). Funded by the Massachusetts Gaming Commission, we used a community-engaged research approach to bring together a diverse, engaged student group from various higher education institutions in Massachusetts to form a community research team (CRT), who took the lead in exploring relevant issues in a multi-year research project. The specific research questions were developed by the CRT upon participating in a series of workshops with industry and community stakeholders. The CRT utilized journey mapping techniques, informed by a set of innovative methodologies that involve reflection journals, in-depth interviews, and auto-ethnography during primary sports events conducted by community members. This multi-method approach allow the investigators and the CRT to develop understanding about how college students experience, and are impacted by, paid sports betting advertising in Massachusetts, build community awareness about the practice and its impact, and inform community-minded interventions designed to encourage positive play, and reduce problematic sports betting behaviors.