Perception and Social Influence of Sports Betting Advertisements on Gambling Behaviour of Youths in Makurdi Metropolis: An Assessment

Page Numbers: 135-153
Published: 2023-10-02
Digital Object Identifier: 10.58578/ajstea.v1i1.1867
Save this to:
Article Metrics:
Viewed : 409 times
Downloaded : 221 times
Article can trace at:

Author Fee:
Free Publication Fees for Foreign Researchers (0.00)
Connected Papers:
Connected Papers

Please do not hesitate to contact us if you would like to obtain more information about the submission process or if you have further questions.


  • Saawuan Aondowase University of Calabar, Nigeria
  • Uduak Imoh Udoudom Heritage Polytechnic, Eket, Nigeria http://orcid.org/0009-0009-1034-2227
  • Christiana Chundung Pam University of Uyo, Nigeria

Abstract

This study assessed the perception of sports betting advertisements and influence on the gambling behaviour of youths in Makurdi metropolis. Survey research method was adopted for the study, while questionnaire was employed as instrument for data collection. A sample size of three hundred and fifty three (353) was statistically drawn using Taro Yamane’s sample determination formula. Data from the study were presented in tables using simple percentages. Findings revealed that youths in Makurdi perceived sports betting advertisements as part of sports which hsas no harmful influence on them thereby justifying their regular participation in sports betting activities. The study further found that sports betting advertisements have significant influence on Makurdi youths by inducing them to bet more on sports as well as make them nurture intentions to consume sports betting products. The ubiquity of sports betting advertisements, the pressure from peers and the proliferation of bet shops have been found to be the cardinal determinants to the surge of sports betting activities among youths in Makurdi metropolis. The study recommended among others that the current regulatory systems for gambling advertising are ineffective. Urgent restrictions are needed across a range of media channels to prevent exposure to promotions that may encourage young people’s interest and involvement in sports gambling; and that, APCON should continually evaluate existing and newly implemented advertising techniques to ensure that promotions of sports betting products or contents are not unduly targeting youths or increasing the risk of gambling among youths.

Keywords: Perception; Sports Betting; Sports Betting Advertisements; Gambling Behaviour
Share Article:

Citation Metrics:

Downloads

Download data is not yet available.
How to Cite
Aondowase, S., Udoudom, U. I., & Pam, C. C. (2023). Perception and Social Influence of Sports Betting Advertisements on Gambling Behaviour of Youths in Makurdi Metropolis: An Assessment. Asian Journal of Science, Technology, Engineering, and Art, 1(1), 135-153. https://doi.org/10.58578/ajstea.v1i1.1867

Creative Commons License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

References

Adigun, A. (2020). Gambling problem among Nigerian Youth: A short update. https://www.grin.com/document/538173.

Appiah, M.K. &Awuah, F. (2016). Socio-cultural and environmental determinants of youth gambling: Evidence from Ghana. British Journal of Psychological Research, 4(4), 12-23.

Ayandele, O., Popoola, O. &Obosi, A. (2019). Influence of demographic and psychological factors on attitudes towards sports betting among adults in Southwestern Nigeria. Journal of Gambling Studies, 1-12.https://doi.org/10.1007/s10899-019-09882-9

Bell, R.C., & Boldero, C. (2011).Factors Affecting Youth Gambling: A Comprehensive Model of the Antecedents and consequences of Gambling in Younger People.Office of Gaming and Racing, Victorian Government Department of Justice.https://www.greo.ca.

Flack, M. & Morris, M. (2017). Gambling-Related Beliefs and Gambling Behaviour: Explaining Gambling Problems with the Theory of Planned Behaviour. International Journal of Mental Health and Addiction, 15(1), pp.1-25.

Hing, N. (2014). Sports betting advertising.Australian Gambling Research Center. AGRC Discussion paper No.4, 1-11.

Hing, N., Vitartas, P. & Lamont, M. (2017). Understanding persuasive attributes of sports betting advertisements: A conjoint analysis of selected elements. Journal of Behavioural Addictions, 1-12. Doi:10.1556/2006.6.2017.

Ifeduba, E., Enwefah, C., Atunrase, O. &Ogbuehi, C. (2020). Games and Gambles: How viewership of football games influences gambling behaviour in Nigeria. JORIND, 18 (1), 1-10.

Korn, D., Reynolds, J. &Hurson, T. (n.d). Commercial gambling advertising: understanding the youth connection. A report submitted to the Ontario Problem Gambling Research Center.

Lopez-Gonzalez, H., Estevez, A. & Griffiths, M.D. (2017).Controlling the illusion of control: A grounded theory of sports betting advertising in the UK.International Gambling Studies, 1-19. Doi:10.1080/14459795.2017.1377747.

Monaghan, S., Derevensky, J. &Sklar, A. (2008). Impact of gambling advertisements and marketing on children and adolescents: policy recommendation to minimize harm. Journal of Gambling Issues, (22), 252-274.

Monaghan, S.M. &Derevensky, J. (2008). An appraisal of the impact of the depiction of gambling in society on youth.International Journal of Mental Health and Addiction, 6(4), 537-550. http://dx.doi.org/10.1007/s11469-008-9155-3.

Ng’etich, E.K. &Auka, D.O. (2019). Influence of Advertising on consumer purchase decision of sports betting: A case study students in Nakuru town University campuses, Kenya. Journal of Business Management and Finance, 3(2), 236-257.

Nyemcsok, C., Thomas, S., Bestman, A., Pitt, H., Daube, M. & Cassidy, R. (2018). Young people’s recall and perceptions of gambling advertising and intentions to gamble sport.Journal of Behavioural Addictions, 1-11.

Olaore, G.O., Adejare, B.O. & Udofia (2020). The nexus between the increasing involvement of youth in betting games and unemployment: The Nigerian Perspective. Journal of Humanities and Applied Social Sciences, 1-19. doi: 10.1108/JHASS-02-2020-0026.

Pitt, H. (2018). Sports betting advertising: shaping children’s gambling attitudes and consumption intentions. A P.hd thesis submitted to the Deakin University in fulfillment of the requirement for the degree of Doctor of Philosophy.

Pitt, H., Thomas, S.L., Bestman, A., Daube, M. &Derevensky, J. (2017). What do children observe and learn from televised sports betting advertisements? A qualitative study among Australian children.Australian and New Zealand Journal of Public Health, 41(6), 604-610. doi: 10.1111/1753-6405.12728.

Ryan, S. & Carr, A. (2010). Theory of Planned Behaviour: An Overview. International Encyclopedia of Public Health.https://www.sciencedirect.com.

Temitope, B.E., Oyekola, A. & Mary, B.A. (2019). Personality traits and financial strain determinants of gambling behaviour among youth in Nigeria: A case study of youths in Oyo State and Ekiti State. American International Journal of Science Research, 4(1), 1-8.

Toyosi, A.N. &Jamiu, I.K.A. (2019). Sports betting and Nigerian youths: A study of sports betting in Edo State. International Journal of Business Marketing and Management, 4(9), 23-35.