Contemporary Marketing Research Journal (CMRJ)

Vol.11, No.2; March-April, 2024;

ISSN (5733 –7154)
p –ISSN 4051 –392X
Impact factor 8.35

ONLINE MARKETING AND CUSTOMER PATRONAGE OF SPORTS

BETTING: A SURVEY OF YOUTHS IN ABIA STATE

Obasi C. Daniel1, Ndukwe-Tochi, Chosen2, Gazie S. Okpara3

1,2,3
Department of Marketing, Abia State University Uturu
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.
Keywords: Sports Betting, E-Funding, Internet Connection, Bonuses, Customer Support

INTRODUCTION sense, every corporation is developing a better strategy

The act of betting on various sporting events online is to market their goods to customers via online platforms.
known as online sports betting. This sort of gambling Online platforms can simultaneously connect with all of
has had a tremendous growth in popularity in recent their followers regarding areas that need improvement
times, creating a billion-dollar business (Can & and inform them about their current product offers
Nichols, 2022). A variety of sports, including football, (As'ad, & Al Hadid, 2014). Online platforms offer
basketball, baseball, soccer, and tennis, are available for quick replies to customer service issues by giving users
bets by sports bettors (Zion Market Research, 2021). the chance to have a prompt feedback, enabling
From a projected value of USD 24.4 billion in 2020, the conversations, quick, wide-spread, viral, and
market for online sports betting is estimated to increase inexpensive sharing of content.
to nearly USD 59.6 billion by 2026, growing at a Internet gambling expansion has also been associated
CAGR of roughly 13.6% between 2021 and 2026 (Zion with overall gambling growth, such as the increase in
Market Research, 2021). Due to a variety of variables, sports betting among non-gamblers (Hing, 2014). As
including bonuses, e-funding, internet connection, the number of gamblers rises and becomes more
software application and affiliate program, and the diverse, it is projected that new populations with
growth of online betting platforms, the online sports problem gambling will start to appear. Due to the
betting is a booming industry. rapidly changing nature of the gambling industry,
Additionally, the industry has expanded as a result of regulators, policymakers, communities, and problem
the legalization of sports betting in a number of nations gambling treatment providers all over the world now
(American Gaming Association, 2021). Online face new challenges that may call for the development
marketing has had a significant impact on sports betting of entirely new strategies for recognizing and
in Nigeria. The use of content sharing websites, social addressing the harm that these new gambling
networking, blogs, and other online tools for technologies are causing to gamblers. Sport betting has
personalizing, sharing, and debating internet expanded beyond the confines of neighborhood pubs,
information has resulted in a significant increase in casinos, and racetracks thanks to the quick
consumer internet usage (Roosevelt, 2012). In this
Contemporary Marketing Research Journal (CMRJ)
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Double Blind Peer and Editorial Review International Referred Journal; Globally index
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 Contemporary Marketing Research Journal (CMRJ)
Vol.11, No.2; March-April, 2024;
ISSN (5733 –7154)
p –ISSN 4051 –392X
Impact factor 8.35

advancements in betting products made possible by the This research is embarked on to ascertain the online
Internet and mobile technologies. marketing and customer patronage of sports betting: a
New gaming genres are being developed, marketed, and survey of youths in Abia State. The specific objectives
offered online via mobile phones and related devices, are to:
which is revolutionizing the gambling market. 1. Examine the influence of bonuses on customer
Customers can now view a sporting outcome or event at patronage within the sports betting.
any time of day or night as long as they have Internet 2. Identify the impact of e-funding on customer
connectivity (Abbott, Romild, & Volberg, 2013). In- patronage within the sports betting industry.
the-run, in-play, and micro-betting are now forms of 3. Determine the effect of internet connection on
betting that allow customers to wager on a variety of customer patronage within the sports betting.
potential outcomes after the game has started, as they Research Questions
happen, such as who will lead the goal scoring charts in This study therefore seeks to address the following
a football match at halftime, or which team will score questions:
the opening goal. In the past, betting could only be done 1. What is the influence of bonuses on customer
on the result of a horse or greyhound race. patronage within the sports betting?
Statement of the Problem 2. What is the impact of e-funding on customer
Recently, the government at all levels and other patronage within the sports betting?
stakeholders have placed a high priority on the grave 3. How does internet connection affect customer
problem of growing unemployment rates, especially in patronage within the sports betting?
Nigeria. Due to the extreme suffering that many young Research Hypotheses
people without jobs in Nigeria are experiencing, a large The following hypotheses were empirically tested:
number of them are turning to crime as a way of escape, H01: There is no significant relationship between
making money by betting on sports, or serving as thugs bonuses and customer patronage within the sports
and useful tools for Nigerian politicians (Olayinka & betting.
Taiwo, 2017). Despite the serious employment deficit H02: There is no significant relationship between e-
in the country, millions of young and old people funding and customer patronage within the sports
continue to utilize online betting sites and shops that betting.
can better their life because they are lured in by the H03: There is no significant relationship between
possibility of winning large in sports betting. This has internet connection and customer patronage within the
resulted in an increase in patronage as some of the sports betting.
youth provide favourable references, return to the site, LITERATURE REVIEW
and demonstrate their devotion and loyalty to betting. This chapter showcases a number of various authors'
Customer support has evolved into the focal point of contributions to the relevant topic. Its primary goal is to
sports betting marketing in the nation as a result of the examine and provide the research from various writers
discrepancy in market share between market leaders on internet marketing and consumer spending,
and rivals. There are not many studies that examine the specifically in the context of sports betting. The
factors that affect sports betting patronage, though. conceptual review, theoretical review, and empirical
Normally, society would consider gambling to be a bad review of prior related research will all be covered.
activity, however experts have expressed alarm over the Conceptual Review
rising popularity and penetration of gambling among Concept of Online Marketing
young people. Given that this was essentially a Online marketing, often known as digital marketing,
caricature of earlier generations that participated in web advertising, or internet marketing, is a subset of
“pool”-related activities. Much younger generations are marketing and advertising that uses the Internet to
now dominating the activities as a result of the launch advertise products and services to target consumers and
of online betting services like Betnaija and Betking. platform users, according to Alaimo and Kallinikos
Therefore, the purpose of this study is to determine how (2018). Web-based technologies known as online
online marketing presence affect patronage among marketing platforms (OMPs) integrate the advantages
young people in Abia State who wager on sports. of content management systems (CMS), company
Objectives of the Study directories, local search engines, SEO tools, and
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Center for International Research Development
Double Blind Peer and Editorial Review International Referred Journal; Globally index
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 Contemporary Marketing Research Journal (CMRJ)
Vol.11, No.2; March-April, 2024;
ISSN (5733 –7154)
p –ISSN 4051 –392X
Impact factor 8.35

customer relationship management (CRM) software. According to Nyakweba, Wesonga, and Bosire (2015),
Online platforms are information society services that customer loyalty is measured by how much a
enable business users to start direct business-to- purchasing unit focuses its purchases over time on a
consumer interactions by offering goods or services to particular good or brand as evidenced by repeat
consumers. The use of digital channels to develop fresh purchases. Customer patronage also describes the
approaches to connecting with and engaging with both procedures customers follow when selecting a brand or
current and future clients is referred to as “digital product from a range of alternatives, as well as the
marketin” (Deshpande, 2020). factors and qualities that are taken into account.
Content marketing, SEO, email marketing, social media Concept of Sports Betting
marketing, mobile marketing, and so forth are a few In many regions of the world, sport is a significant
examples of these digital channels. A company may use socioeconomic phenomena. This is especially accurate
a digital marketing strategy to assist it reach its digital when compared to football clubs in Europe. The
goals by carefully selecting online marketing channels Nigerian economy is booming as a result of the large
such as owned, paid, and earned media (Hudson, 2020). number of football supporters from various clubs. When
Online marketing strategies employed by management a game of a major football league is played anywhere in
to compete online are known as digital marketing the world, fans not only watch the football games but
tactics. The implementation of digital marketing also wager on the results in the hopes of winning cash
strategies must take into account a number of factors in rewards and psycho-social experiences. In Nigeria,
order for them to significantly advance a company's football betting has grown to be a substantial type of
goals (Onobrakpeya & Mac-Attama, 2017). Online industry. It is a growing industry; betting shops are
marketing and non-internet marketing are the two opening up in the state, making it a crucial component
categories of digital marketing, according to Atshaya of the social phenomenon while ignoring the
and Rungta (2016). underdevelopment of the country (Olayinka &
Customer Patronage Fageyinbo, 2015).
Both the quantity of sales that a business reports and the Sports have a big impact on social connections and
amount that a customer purchases are measured by societal presences, which are fundamental to human
customer patronage. Patronage, as defined by Nwulu development, progress, and improvement (Obiyemi,
and Asiegbu (2015), is the act of giving a patron also Mohammed, & Omonu, 2013). It is important to
known as a customer material support and connect with the sport's effects through its suggestions
encouragement within an exchange relationship. and indications for human development, particularly in
Patronage is the practice of often making purchases the formation of social structures. Sports betting is
from a business or store. In a competitive company mostly based on fan predictions of game outcomes,
environment, one can only maintain customer loyalty claim Olayinka and Fageyinbo (2015). Fans who make
by providing a good or service that fulfills demands. accurate predictions are rewarded, while those who
The difference between perceived performance and make bad forecasts suffer financial penalties. As
customer expectations determines the level of patronage supporters "stake" on a higher degree of fandom and
in the hotel sector (Oladele, Yakibi, Akinruwa, & Ajayi, understanding of football, this is turning into the norm
2019). Customer loyalty is crucial to the operation of among many Nigerian youngsters. The entrepreneur
any hotel. Customer patronage was described by base of sports betting wrapped in leisure traditions and
Ogbuji, Onuoha, and Abdul (2016) as a customer’s morals is something that the majority of fans are either
impulsive, desireful, and thoughtful purchasing of unaware of or don't care about.
products and services from a shop. Sports Betting in Nigeria
Buying behavior is influenced by a combination of History claims that the first evidence of gambling may
motivation, normative notions, and attitude (Awa, be found in archaic Romans, where depictions of
2015). Patronage, as used in marketing, is the process of workers and heads wagering with shakers led to
exchanging products or services for money or other responsibilities and the battles that broke out over them.
advantages. Accordingly, the act of a client or a Gambling activities across genders and ages have
business purchasing products and services from a dramatically increased and improved in Nigeria during
vendor is known as consumer patronage (Chin, 2020). the past 20 years. Rarely do people, especially young
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Center for International Research Development
Double Blind Peer and Editorial Review International Referred Journal; Globally index
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 Contemporary Marketing Research Journal (CMRJ)
Vol.11, No.2; March-April, 2024;
ISSN (5733 –7154)
p –ISSN 4051 –392X
Impact factor 8.35

people, avoid discussing specific sports betting reinforcement are the two methods that the theory of
activities or other topics that have now permeated reinforcement offers for creating patronage (Krishnan,
society (Samuel & Kelly, 2017). The numerous 2016). While reinforcement raises the frequency of
advancements in the sports business sectors have positive conduct, punishment decreases the frequency
created waves and drawn the interest of numerous print of negative behavior. While negative reinforcement and
and visual media. The rise of gambling has drawn the negative punishment help remove a stimulus, positive
attention of economists, psychologists, sociologists, and reinforcement and positive punishment help apply one.
criminologists, among others. Oba (2019) claims that a business may use the
Due to technological advancement, there has been a reinforcement theory to the marketing environment to
significant improvement in the forms and processes of have a deeper understanding of the motivations for
gambling in recent times, to include such other as an customer involvement.
online lottery, promo, pool, sports betting, and casino When clients receive good rewards for their actions,
slots (Samuel & Kelly, 2017). A sizable and active they are trained to repeat those behaviours, which are
population, rising web penetration, and more why positive reinforcement is effective (Fieldman,
accessibility to devices with web capabilities have all 2016). Because positive reinforcement offers more
contributed to the gaming industry's sustained success. opportunity to please clients through rewards programs
Due to Nigeria's extensive football culture, sports and other great brand experiences, it is believed to be
betting have swiftly increased in popularity. While there more effective than negative reinforcement.
are many followers of some of the major leagues in the Additionally, it aids in preventing potentially negative
nation, such as the English Premier League and the conflicts within a brand community (Oba 2019).
Spanish La Liga, betting enables many young people in Positive reinforcement also encourages behaviour and
Nigeria to make money doing what they love. increases consumer confidence in the business. The
Theoretical Review reinforcement schedules also known as the times and
The Reinforcement Theory intervals at which behaviour is reinforced are regarded
The Reinforcement Theory was first put out by B.F. to be what affect the effectiveness of the reinforcement
Skinner and associates in 1957. The theory, also known theory (Bautista, 2018). Reinforcement schedules are
as behaviorism or operant conditioning, holds that procedures that specify when and how often
behavior is produced by controlling its consequences reinforcement is given in an effort to make the target
via the use of a combination of rewards and/or penalties behaviour more likely to occur.
to either prevent undesirable behavior or reinforce Empirical Review
desired conduct (Krishnan, 2016). Positive and negative
Author( Year Topic Methodology Finding Recommendation
s)
Chinwe 2021 Assessment of Multiple Younger and The report suggests
and patterns, risks and regression unemployed creating a national body
Kenneth effects of online analysis respondents bet on to organize the
sports betting among (SPSS sports online more extravagant and alluring
youths in South-East Version 20). frequently than older mass advertising
Nigeria. and employed campaigns run by
respondents, which may online sports betting
be due to a number of businesses.
predisposing factors.

Contemporary Marketing Research Journal (CMRJ)

An official Publication of Center for International Research Development
Double Blind Peer and Editorial Review International Referred Journal; Globally index
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Vol.11, No.2; March-April, 2024;
ISSN (5733 –7154)
p –ISSN 4051 –392X
Impact factor 8.35

Mwadi 2017 The role and impact One sample t- The bulk of those It is important to
me of technology on test participating in sports understand the
sports betting. betting, according to the motivations and impact
report, were men of online sports betting
between the ages of 21 on young adults,
and 40. especially since this
demographic appears to
be the most engaged in
this activity.
Conceptual Review
Conceptual review of proposed online marketing and customer patronage

Online Marketing Customer patronage

Ho1
Bonuses
E-funding Ho2
Ho3
Internet connection

Source: Proposed by the researchers for this study

METHODOLOGY standardized questionnaire. In a similar manner, copies
Cross-sectional descriptive design was adopted. A of the questionnaire were collected by the researcher
straight forward random sample strategy was used to upon completion. The survey data were coded and
get answers from people with extensive understanding arranged using the Statistical Package in Social Science
of the topic. The young people in Abia State were (version 25.0). Utilizing descriptive statistics and
chosen using a multistage sampling procedure. A metrics of central tendency, the data were analyzed.
multistage sample technique was used to choose the Tables were employed to arrange the data for effective
120 youth in Abia State (Isuikwuato LGA: Achara, and efficient analysis. Linear regressions in particular
Imenyi; and Isiala Ngwa North LGA: Nbawsi Umuosu, were utilized as an inferential statistical method to
Amapu-Ntigha). Respondent information was gathered assess the hypotheses.
using a self-structured questionnaire. There are two Data Presentation, Analysis and Interpretation
sections to the questionnaire. While Section B Data analysis and result presentation for the study and
examined thematic problems deriving from the stated discussions are covered in this chapter. In order to
aims, Section A examined the demographic data. Based create a more logical and insightful picture from the
on the respondents' level of agreement or disagreement, data the researcher collected, the field results were
each statement was rated. To ensure the questionnaire's structured using descriptive statistics (frequency
validity, reliability, and suitability for the study, it was distribution tables and percentages) and inferential
adjusted in compliance with the suggestions. The statistics (linear regressions).
information was gathered using a face-to-face, Presentation of Data
Table 1: Gender of the Respondents
Items Frequency Percentage
Male 42 35.0
Female 78 65.0
Source: Field Survey, 2023
The Table above showed that 42(35.0%) respondents were males while 78(65.0%) were females. Suggesting that
majority of the respondents were females.
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p –ISSN 4051 –392X
Impact factor 8.35

Table 2: Age Bracket of the Respondents

Items Frequency Percentage
18-23 years 71 59.2
24-28 years 47 39.2
29-33 years 1 0.8
39 years & above 1 0.8
Source: Field Survey, 2023
Table 2 revealed that 71(59.2%) respondents were between the age of 18 and 23, 47(39.2%) aged 24-28 years while
1(0.8%) and 1(0.8%) were within the age bracket of 29-33 and above, respectively. This shows that the majority of the
respondents were in the age category of 18-23 years.
Table 3: Marital Status of the Respondents
Items Frequency Percentage
Single 114 95.0
Married 6 5.0
Source: Field Survey, 2023
Table 3 revealed that 114(95.0%) respondents were single while 6(5.0%) were married. This shows that the majority
of the respondents were single.
Table 4: Highest Educational Qualification of the Respondents
Items Frequency Percentage
Dropped out of Secondary School 2 1.7
O’ Level 30 25.0
OND/NCE 20 16.7
HND/First Degree 68 56.6
Source: Field Survey, 2023
Table 4 showed that 2(1.7%) respondents were dropped out of secondary school, 30(25.0%) were O’ Level holder,
20(16.7%) were OND/NCE holder while 68(56.6%) were HND/First Degree holder. This showed that the majority of
the respondents were HND/First Degree holder.
Test of Hypotheses
Hypothesis 1
Ho1: There is no significant relationship between bonuses and customer patronage within the sports betting.
Table 5: Model Summary
Mod R R Square Adjusted R Square Std. Error of the Durbin-Watson
el Estimate
1 .963a .927 .926 .871 .210
a. Predictors: Bonuses
b. Dependent Variable: Customer patronage
Table 6: Analysis of Variance (ANOVA)
Model Sum of Squares df Mean Square F Sig.
1 Regression 1132.876 1 1132.876 1493.779 .000b
Residual 89.491 118 .758
Total 1222.367 119
a. Dependent Variable: Customer patronage
b. Predictors: (Constant), Bonuses

Table 7: Coefficients
Model Unstandardized Coefficients Standardized t Sig.
Coefficients

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Impact factor 8.35

B Std. Error Beta

1 (Constant) 1.011 .216 4.677 .000
Bonuses .919 .024 .963 38.649 .000
a. Dependent Variable: Customer patronage
The coefficient of determination (R2) indicates 96%. above Coefficient Table is then used to create the
This demonstrates that up to 96% of the time, the model below, which is generated using the OLS
independent variables (bonuses) have cumulatively estimator:
explained the dependent variable (customer patronage), CP = α0 + α1 BS + μ
with the remaining 4% being explained by other The estimated relationship for the model is:
factors. However, this is confirmed by the updated R2 CP = 1.011 α0 + 0.919 α1
93% value, which is still insignificant even when other The bonus and the customer patronage are positively
anomalies are taken into consideration. The linear and significantly correlated (p=0.000; p<0.05). This
model's variances in (Bonuses) explain 93.7% of the implies that, there is significant relationship between
variations in customer patronage, with an Adjusted R bonuses and customer patronage within the sports
Square of 0.927. The ANOVA findings in Table 6 betting.
indicate that the regression model is significant and a Hypothesis 2
strong predictor of the association between the Ho2: There is no significant relationship between e-
variables. This is because, at the 5% level of funding and customer patronage within the sports
significance, the F statistics value of 1493.78, with a P betting.
value of 0.000 < 0.05, is significant. The data from the
Table 8: Model Summary
Mode R R Square Adjusted R Square Std. Error of the Durbin-Watson
l Estimate
a
1 .959 .919 .918 .917 .190
a. Predictors: E-funding
b. Dependent Variable: Customer patronage
Table 9: Analysis of Variance (ANOVA)
Model Sum of Squares Df Mean Square F Sig.
1 Regression 1123.151 1 1123.151 1335.796 .000b
Residual 99.216 118 .841
Total 1222.367 119
a. Dependent Variable: Customer patronage
b. Predictors: (Constant), E-funding
Table 10: Coefficients
Model Unstandardized Coefficients Standardized T Sig.
Coefficients
B Std. Error Beta
1 (Constant) .592 .239 2.476 .015
E-funding 1.039 .028 .959 36.549 .000
a. Dependent Variable: Customer patronage 91.9% of the variations in consumer patronage, with an
The coefficient of determination (R2) indicates 96%. Adjusted R Square of 0.919. The ANOVA findings in
This demonstrates that the independent variables (E- Table 9 indicate that the regression model is significant
funding) may account for up to 96% of the dependent and a strong predictor of the association between the
variable (consumer patronage), with other factors variables. This is because, at the 5% level of
accounting for the remaining 4%. However, this is significance, the F statistics value of 1335.80, with a P
confirmed by the updated R2 91% value, which is still value of 0.000 < 0.05, is significant. The data from the
insignificant even when other anomalies are taken into above Coefficient Table is then used to create the model
consideration. The linear model's fluctuations explain below, which is generated using the OLS estimator:

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p –ISSN 4051 –392X
Impact factor 8.35

CP = α0 + α2 EF + μ funding and customer patronage within the sports

The estimated relationship for the model is: betting.
CP = 0.592 α0 + 1.039 α2 Hypothesis 3
The e-funding has a positive and significant relationship Ho3: There is no significant relationship between
with customer patronage (p=0.000; p<0.05). This internet connection and customer patronage within the
implies that, there is significant relationship between e- sports betting.
Table 11: Model Summary
Model R R Square Adjusted R Std. Error of the Durbin-Watson
Square Estimate
1 .948a .899 .898 1.025 .169
a. Predictors: Internet connection
b. Dependent Variable: Customer patronage
Table 12: Analysis of Variance (ANOVA)
Model Sum of Squares Df Mean Square F Sig.
1 Regression 1098.359 1 1098.359 1045.151 .000b
Residual 124.007 118 1.051
Total 1222.367 119
a. Dependent Variable: Customer patronage
b. Predictors: (Constant), Internet connection

Table 13: Coefficients

Model Unstandardized Coefficients Standardized T Sig.
Coefficients
B Std. Error Beta
1 (Constant) 1.266 .251 5.052 .000
Internet .870 .027 .948 32.329 .000
Connection
a. Dependent Variable: Customer patronage The estimated relationship for the model is:
The coefficient of determination (R2) displays 95%. CP = 1.266 α0 + 0.870 α3
This indicates that the independent variable (Internet The internet connection has a positive and significant
connection) can account for up to 95% of the dependent relationship with customer patronage (p=0.000;
variable (customer patronage), with other factors p<0.05). This implies that, there is significant
accounting for the remaining 5%. However, this is relationship between internet connection and customer
supported by the updated R2 90% value, which is still patronage within the sports betting.
insignificant even when other abnormalities are taken Discussion of Findings
into consideration. The linear model's fluctuations in It has been revealed in the findings of the study that,
(Internet connection) account for 89.9% of the there is significant relationship between bonuses and
variations in consumer patronage, with an Adjusted R customer patronage within the sports betting. This is
Square of 0.899. The ANOVA findings in Table 12 corroborated by Chinda and Ozuru's (2023) findings,
indicate that the regression model is significant and a which show a significant relationship between betting
strong predictor of the association between the bonuses and repeat business. This suggests that because
variables. This is because, at the 5% level of Rivers State's sports betting establishments provide
significance, the F statistics value of 1045.15, with a P betting bonuses, patrons will come back. Additionally,
value of 0.000 < 0.05, is significant. The data from the Jeffrey and Shaffer (2017) discovered that production
above Coefficient Table is then used to create the and productivity rose by an average of 41% and 60%,
model below, which is generated using the OLS respectively, emphasizing the importance and
estimator: effectiveness of incentives in motivating employees and
CP = α0 + α3 IC + μ clients. Bonuses have been used as incentives in a

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p –ISSN 4051 –392X
Impact factor 8.35

number of economic sectors, including the public and 1. Gambling legislation should be implemented in
commercial sectors. order to ban the country from building online sports
It has been revealed in the findings of the study that, betting facilities arbitrarily.
there is significant relationship between e-funding and 2. Given that the study's findings indicated that
customer patronage within the sports betting. This is in unemployment and poor income were contributing
line with the results of Chikotora (2016), who reasons to teens' inclination for online sports betting,
demonstrated that one of the main factors predisposing the government should expand job possibilities and
to and encouraging sports betting and gambling in improve the lives of these young people.
general was the desire for more money. The idea that 3. Psychologists ought to put more effort into
individuals are always looking for ways to generate organizing workshops and conferences on the impact of
more money seems to be supported by the facts. sports betting on the conduct and overall health of
It has been revealed in the findings of the study that, young people.
there is significant relationship between internet 4. Parents and guardians must be made aware of
connection and customer patronage within the sports the value of continuing to raise their children. This will
betting. This result is in accordance with studies facilitate concerted efforts to detect possible youth-
conducted in 2013 by Gainsbury and Derevensky, related online sports betting behaviors and concerns, as
which also discovered that those who gamble online well as to offer the appropriate caution and support.
tended to be younger, unemployed, engage in a greater 5. A national body should be formed to streamline
range of gambling activities, and wager on sports both the frivolous and attractive huge advertising campaign
online and off. However, there are a number of by online sports betting operators.
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Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cirdjournal.com/index.php/cmrj/index: E-mail: [email protected]
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