Influence of Sport Betting Advertisement Content on the Rising Popularity of Sport Betting among Caleb University Students
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Abstract
This study assessed sports betting advertisements and their influence on the popularity of sports betting participation among the students of Caleb University. The research was guided by four research questions and hinged on the Theory of Planned Behaviour and User Gratification Theory (UGT). The positivist paradigm of research design was employed. The study used questionnaire via Google form as a means of data collection. The population was 1,223 students, while the sample size was 294, determined using Krejcie and Morgan's formula. The questionnaires were distributed and administered via WhatsApp and LinkedIn, with all 294 responses returned and used for data analysis. The study underscores the role of educational institutions in raising awareness and promoting responsible gambling. Many students supported educational programs and the prohibition of betting among first-year students. In conclusion, sports betting are prevalent and pose substantial financial and psychological risks. The study highlights the need for targeted educational and policy interventions to mitigate these risks and promote healthier behaviours. The study concludes that there is a need for promoting more stringent laws governing sports betting advertisements—especially on social media—can lessen undue exposure and safeguard susceptible student demographics. Creating support networks, including counseling programs, can give kids who are addicted to gambling the much-needed help they need. These steps can lessen the appeal and dangers of sports betting for Caleb University students by fostering a safer and better-informed environment and assisting with ongoing research to assess the efficacy of intervention initiatives.
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