Banca de QUALIFICAÇÃO: EDILANE SILVA SANTOS

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : EDILANE SILVA SANTOS
DATE: 18/12/2025
TIME: 13:00
LOCAL: Online - Plataforma Google Meet ou Conferênciaweb
TITLE:

BETWEEN THE CLICK AND THE CRITIQUE: The Role of Impulsivity and Media Education in the Association with Marketing in the Online Betting Market in Brazil

KEY WORDS:

Online Betting. Digital Marketing. Impulsivity. Advertising Marketing. Media Literacy.

PAGES: 63
BIG AREA: Ciências Sociais e Aplicadas
AREA: Administração
SUBÁREA: Administração de Empresas
SPECIALTY: Mercadologia
SUMMARY:

how the digital marketing of online betting platforms – the so called “bets” – influences the behavior of Brazilian consumers, especially by increasing psychological vulnerability and normalizing gambling after the regulation of Law No. 14,790/2023. Grounded in models of impulsivity, advertising skepticism, and media education, the study adopts a quantitative approach and a cross sectional design, using a structured questionnaire administered online. Variables such as exposure to advertising, promotional incentives, impulsivity, skepticism, and media literacy skills will be analyzed. It is expected to show that exposure to marketing and promotional incentives is associated with higher levels of risk in betting behavior, an effect intensified by impulsivity and attenuated by advertising skepticism and media education. The results may provide support for public policies on advertising regulation, harm prevention strategies, and media literacy initiatives aimed at protecting vulnerable groups.

COMMITTEE MEMBERS:
Presidente - ***.008.387-** - CLAYTON PEREIRA GONCALVES - UNIR
Interno - 1221411 - DIEGO DE OLIVEIRA DA CUNHA
Externo à Instituição - EDUARDO ANDRÉ TEIXEIRA AYROSA - Unigranrio