Title: Celebrity Influence And Betting Behaviour Among Young Adults In Abia State, Nigeria: Evidence From Selected Tears Dimensions
Authors: Ndukwe-Tochi Chinwe Chosen, Prof. Gazie S. Okpara, Agbaraevoh Roseline Chinasa, Oduh Obiegari (PhD)
Volume: 10
Issue: 5
Pages: 50-55
Publication Date: 2026/05/28
Abstract:
This study examined how celebrity credibility shapes betting behaviour among young adults in Abia State, Nigeria. Using selected dimensions of the TEARS model trustworthiness, attractiveness, and expertisethe study assessed whether celebrity endorsements influence betting frequency, participation, and preferred betting activity. A cross-sectional survey design was adopted. Data were collected from 276 valid respondents drawn from Aba South, Ohafia, Osisioma Ngwa, and Umuahia North. The questionnaire measured celebrity trustworthiness, celebrity attractiveness, celebrity expertise, and betting behaviour using five-point Likert-type items. Reliability was acceptable, with Cronbach's alpha values of .82 for trustworthiness, .79 for attractiveness, and .85 for expertise. Descriptive statistics showed high exposure and receptivity to celebrity betting endorsements. Regression results indicated that celebrity trustworthiness significantly predicted betting frequency (? = .241, p < .001), celebrity attractiveness significantly predicted betting participation (? = .310, p < .001), and celebrity expertise had the strongest effect by predicting the type of betting activity (? = .553, p < .001). The findings suggest that celebrity endorsements do not merely create awareness; they can normalize betting, reduce perceived risk, and steer young adults toward particular betting choices. The study recommends stricter disclosure standards, responsible-gambling warnings in celebrity-led campaigns, and youth-focused media literacy interventions.