Published November 1, 2024
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Analyzing Memes from Online Sports Betting X Accounts
Description
This study examines 60 memes from BetMGM, DraftKings, and FanDuel posted on their primary X (formerly Twitter) accounts in January 2024. Using a mixed methods approach, grounded theory was applied for qualitative analysis, and quantitative methods identified common themes. The findings reveal that the memes are predominantly humorous, often mocking, and reference recent events and sports figures. This humor contributes to a masculine digital persona and fosters a participatory culture, engaging users by reflecting shared interests and emotions such as frustration and celebration, thereby creating a collective social identity. Memes also incorporate popular culture and non-sports celebrities, broadening their appeal while maintaining a brand-conscious tone by avoiding foul language. Despite the small sample size and focus on just three companies, the study demonstrates the importance of memes in building community among sports betting consumers. Future research should include larger samples, more researchers, and a wider range of social media platforms to validate and expand these findings. Memes are shown to play a key role in shaping digital engagement and community in the sports betting industry.
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2024-11-01
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