Online Marketing And Customer Patronage Of Sports Betting: A Survey Of Youths In Abia State
Obasi C. Daniel
Department of Marketing, Abia State University Uturu
Ndukwe-Tochi, Chosen
Department of Marketing, Abia State University Uturu
Gazie S. Okpara
Department of Marketing, Abia State University Uturu
Keywords: Sports Betting, E-Funding, Internet Connection, Bonuses, Customer Support
Abstract
The study looked at how online marketing affects young people in Abia State who gambled on sports. The study specifically looks at how online promotional activities on sports betting affect youths patronage behaviour to it. The survey used a cross-sectional descriptive design for the investigation. Among the youth in Abia State, 120 residents were chosen as the sample size. The technique used was basic random sampling. Only the questionnaire was utilized to collect information from the respondents. The study's findings were presented, examined over, and discussed using descriptive statistics (frequency tables and percentages) and inferential statistics (linear regression) for assessing and testing the hypotheses, respectively. Based on the hypotheses’ tests and interpretation, results revealed that there is significant relationship between bonuses and customer support for sports betting (p=0.000; p<0.05)., However, there is a significant relationship between e-funding and support for sports betting (p=0.000; p<0.05), and there is significant relationship between internet connection and support for sports betting (p=0.000; p<0.05). Since unemployment and low income were shown to be factors that led to teenagers' propensity for online sports betting in this study, the government ought to create more work opportunities for them and enhance their quality of life.
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