Title:
INFLUENCE OF MESSAGE FRAMING IN TV ADVERTISEMENTS ON THE YOUTH ENGAGEMENT IN FOOTBALL BETTING

Authors:
Roselyne Muhandale MulefuDr. Kahura Ndung’u and Dr. Alice Kamau, Kenya

Abstract:
The study investigated the influence of framing messages in TV advertisements on the youth engagement in football betting. This research used a mixed-methods approach to investigate the influence of positive framing on youth engagement in social media sports betting. Quantitative data was collected through surveys and analyzed using SPSS software. Qualitative data was gathered through interviews and analyzed using thematic analysis with NVivo software. The target population was youths aged 18-35 residing in an area with high social media use and reported increase in youth sports betting. Results showed a strong correlation (47% explained variance) between exposure to positive gambling portrayals in advertisements and increased youth betting participation. Among the 116 participants (81.1% response rate), a significant portion (39.7%) reported frequent betting. Statistical analysis confirmed that message framing in advertisements significantly predicted youth football betting tendencies (F(1, 114) = 100.938, p < .001). These findings highlight the urgency for stricter regulations on gambling advertisements (especially those targeting young people) and public awareness campaigns to mitigate this risk. The study's findings conclusively demonstrate a worrisome link between positive portrayals of gambling in advertisements and increased youth engagement in football betting. To address this pressing issue, stricter regulations on such advertising, particularly those targeting young audiences, are crucial. Public awareness campaigns educating young people about the risks of gambling are also essential for mitigating this harmful trend.