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Ojo, Kayode Olumide and Covenant University, Theses (2021) DIGITAL MARKETING AND GAMBLING BEHAVIOUR: A STUDY OF YOUTH PUNTERS IN LAGOS STATE, NIGERIA. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, Covenant University Ota..

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Sport betting companies in Nigeria have grown over the years and have been able to leverage on huge football fandom culture among the youths. The internet has played an important role in increasing the popularity of sports betting in Nigeria. The Nigerian sport betting companies are faced with several challenges most especially that of strong competition from rival firms and high marketing costs involved with creating awareness and getting customers. These companies also face issues with the way it has been perceived by the general public due to its addictive nature. One of the tools sport betting companies use to reach and convert their audience is digital marketing. The study explored the influence of digital marketing on the gambling behaviour of youth Punters in Lagos State, Nigeria. The study adopted a mixed research methodology in answering the research questions posed in the study. A structured questionnaire and focus group discussion were used as instruments for data collection. A total of 600 copies of the questionnaire were administered to punters between the ages of 18 to 35 based on three senatorial districts in Lagos State, Nigeria while the focus group discussion was carried out with thirty Punters based on three senatorial districts in Lagos State, Nigeria. Quantitative data analyses were carried out using regression analysis while qualitative data were analyzed and interpreted using Thematic Analysis. The result of the inferential statistical analysis showed that search engine marketing has a significant on the motive of youth Punters. The regression analysis of the hypotheses explained by the R2 could be deduced that search engine marketing explains 16.4% variation in the motive of youth punters, social media marketing explained 8.4% variation in the personalities of youth punters, online display advertisement explains 26.6% variation in the perception of youth punter and online content marketing explains 28.3% variation in the learning of youth punter at a significance level less than 1%. The result obtained from the qualitative analysis of the study revealed several recurring themes which are search engine marketing and financial gains for the first objective, social media marketing, and thorough mindedness, online display ads and Ads blindness and online content marketing and online learning of youth punters. The investigation of the quantitative study validated that of a qualitative study in all the objectives except the third. The third quantitative findings opposed the findings of the qualitative study in the sense that the majority of the punters that partook in the focus group discussion developed a way of blocking the online display ads. This study revealed that one of the most significant influences of digital marketing has come from social media marketing due to the huge amount of people digital marketers have access to. Based on the findings, the study recommended that digital marketing agencies and betting companies should focus on providing long-term value for their consumers to help protect society from harm caused by betting.

Item Type: Thesis (["eprint_fieldopt_thesis_type_phd" not defined])
Uncontrolled Keywords: Digital Marketing, Financial gains, Gambling behaviour, Motive, Online betting, Social Media Marketing, Sports betting
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 10 Nov 2021 11:16
Last Modified: 10 Nov 2021 11:16

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