Document Type : Research Paper
Authors
1
Department of sport management, physical education and sport sciences, Razi University, Kermanshah, Iran
2
Department of sport management, Physical education and sport sciences faculty, Razi University, Kermanshah, Iran
3
Department of Motor Behavior and Sport Managment, Faculty of physical education and sport sciences, Urmia University, Urmia, Iran
4
Department of sport management, Payame Noor University, Tehran, Iran
10.22080/jsmb.2026.23069.3727
Abstract
Objective: Football betting is an emerging phenomenon in Iranian society. Managers and owners of this industry use various methods and strategies to increase the number of users and customers, such as commercial advertising in the field of betting. The purpose of this study was to investigate the effect of observing commercial advertisements in the field of betting on motivation and attitude of betting. Methodology: A total of 400 people who have participated in football betting in the past year were selected as a research sample. The motivation variable was divided into three subscales of emotion, sociability, and sense of liberation. For data analysis, the partial least squares method and Smart PLS software were used. Results: The results of this study showed that betting advertisements were mostly observed through cyberspace and in second place were media, satellite networks as well as live football broadcasting. Also, exposure to betting ads will probably have a positive effect on motivation and attitude with impact coefficients of 0.64, 0.49 and a significance level of less than (0.01). Conclusion: Since betting in football can lead to social, psychological, and economic problems for the individual, informing and organizing the distribution and viewing of betting advertisements can probably play an effective role in preventing the ill effects of betting.
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