The Influence of Opinion Leaders on the Decisions of Online Gamblers

Authors

DOI:

https://doi.org/10.62161/revvisual.v17.5876

Keywords:

Online Gambling, Influencer, Tipster, Streamer, Trust, Persuasion

Abstract

In the context of online gambling, opinion leaders play a key role in promoting the platforms. These opinion leaders include influencers, sports experts, tipsters, streamers, professional players and public figures. This paper identifies the characteristics of opinion leaders in terms of their impact on young players. The methodology applied consists of a digital community in which the participants, young gamblers, share their opinions on the marketing strategies carried out by the bookmakers. The results show how the presence of other players or influencers has a persuasive capacity superior to other strategies

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Published

2025-08-20

How to Cite

Pedreño Santos, A., Viñarás Abad, M., & Carcelen García, S. (2025). The Influence of Opinion Leaders on the Decisions of Online Gamblers . VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(4), 253–263. https://doi.org/10.62161/revvisual.v17.5876

Issue

Vol. 17 No. 4 (2025)

Section

Research articles

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