This paper is part of the International Journal of Mobile Applications and Technologies (ISSN: 2944-5671), Volume 1, Issue 1, published in 2025.
Authors
Samuel Ifeanyi Ezema, Buike Oparaugo, Chidubem Onyebuchi
Abstract
The study assessed the influence of mobile apps betting advertisements on the habit of youth in Enugu urban. The objectives were to determine if the Enugu urban youth residents are exposed to the mobile apps betting advertisements; check the advertisements they are most often exposed to; ascertain whether the advertisement influenced their behavioural pattern and finally know if the betting companies fulfilled the desires of the Enugu urban youth as stated in their advertisements. Survey research design was used for the execution of the study. Taro Yamane statistical formula helped the researchers to get the sample size of 400 from the population of 1,138,918 validated by the National Bureau of Statistics. Systematic sampling procedure was used to administer 28 copies of the questionnaire in each of the 14 layouts in Enugu urban which equalled to 392 copies while eight (8) copies of the questionnaire were not useful for the analysis. Findings indicated that the youth are strongly exposed to such mobile apps betting advertisements, have more interest in sports betting, influenced their behavioural pattern greatly and betting companies did not fulfil the desires of the majority of the youth in Enugu urban yet the youth fail to understand the game of the business. In conclusion, the betting advertisements actually influenced the youth greatly which affected the youth behavioural pattern against positive thinking of creativity and hard work. The paper recommended the closure of betting shops in the metropolis, rehabilitate the youth with workshops and varied skills, as well as introducing entrepreneurship skills from the primary to the tertiary institutions in Enugu metropolis.
Suggested Citation (APA 7th)
Ezema, S., Oparaugo, B., Onyebuchi, C. (2025). Assessing the Influence of Mobile Apps Betting Advertising on the Habit of Youth in Enugu Urban. International Journal of Mobile Applications and Technologies, 1(1). https://doi.org/10.51137/wrp.ijmat.2025.seat.45668
