Evaluating the Influence of Social Media Celebrity-Endorsed Sports Betting Advertisements as on Youth Gambling Behaviour in Offa, Nigeria.

Abstract

This study evaluates the influence of social media celebrity-endorsed sports betting advertisements as an advertising management strategy and their impact on youth gambling behaviour in Offa. With the increasing reliance on celebrity endorsements in gambling promotions, concerns have emerged regarding their role in shaping gambling perceptions and behaviours. Using a quantitative survey approach, data were collected from 398 respondents to assess the extent to which these advertisements influence gambling participation, perceptions, and ethical considerations. Findings reveal that celebrity-endorsed sports betting advertisements moderately influence gambling engagement (M = 1.81, SD = 0.94), reinforcing the perception of gambling as socially acceptable and financially rewarding (M = 2.26, SD = 0.954). Respondents acknowledge the appeal of celebrity promotions but exhibit limited awareness of gambling-related risks (M = 2.64, SD = 1.167). The study highlights the ethical concerns surrounding the normalisation of gambling through celebrity endorsements and the need for responsible advertising strategies. It recommends stronger regulatory oversight, clearer risk disclaimers, and further research on the long-term effects of repeated exposure to such advertisements, particularly among vulnerable audiences.

Keywords: Celebrity endorsements, sports betting advertisements, advertising management, youth gambling behaviour, ethical concerns