| dc.description.abstract | Purpose: To establish the influence of television’s
testimonial advertisement technique on sports betting
among the university students in Kenya.
Methodology: The study used a mixed method
design. In this case a convergent parallel mixed
methods design was used to ascertain the relationship
between testimonial advertising and sports betting
among the university students in Kenya. Piloting was
done to check on validity and reliability of the data
collected. This was then followed by data collection
where the collected data was subjected to diagnostic
test to check if the data were normally distributed.
Descriptive survey and inferential statistics were used
in the analysis. The regression model was used to find
out the correlation between testimonial advertising
technique and sports betting among university
students in Kenya.
Findings: This study found out that there was a
positive influence of testimonial advertising on sports
betting among university students in Kenya.
Unique Contribution to Theory, Practice and
Policy: This study was grounded on elaboration
likelihood model (ELM). This model was developed
by Petty et al. (1983). The core assumption of the
model is that in communication, there are two routes
namely; central route and peripheral route (Petty and
Cacioppo, 1986). The study thus recommends that
proper policies should be enacted to regulate betting
advertisements in Kenya. On its contribution to
practice, the study calls on the universities to come up
with alternative activities that the students can engage
in during leisure time to prevent them from sports
betting. In addition, policy makers should consider
implementing laws to control betting activities in the
country. Consequently, the advertisers should remind
the public that betting can be additive thus they should
bet responsively. | en_US |
