INFLUENCE OF SOCIAL MEDIA IN SHAPING CONSUMER ATTITUDES TOWARDS SPORTYBET AMONG AKURE RESIDENTS

This study examines influence of social media in shaping consumer attitudes towards Sportybet among residents. The researcher applies Agenda-setting theory and Technological Determinism theory as the theoretical framework. The study employs survey method. Questionnaire is the instruments of data collection. The study population comprises all Akure residents, the sample size was 384 as determined using the Wimmer and Dominick sample size calculator, however, only 376 respondents filled the questionnaires. The research uses convenience sampling technique with simple percentage approach as the method of analysis. Findings indicate that a majority of respondents are active social media users, with Facebook being the most utilized platform. The study reveals that frequent exposure to Sportybet-related content on social media contributes to positive attitudes, with advertisements being the most influential content type. Additionally, user reviews and testimonials play a significant role in shaping preferences for Sportybet over its competitors. The analysis further highlights a substantial relationship between social media engagement and actual betting behaviour, as a majority of respondents acknowledge placing bets influenced by social media content. These findings contribute to the understanding of how social media interactions impact consumer perceptions and behaviours in the context of sports betting platforms. The study recommends targeted social media campaigns for Sportybet in Akure, emphasizing creative advertisements, user-generated content, and responsive strategies. Keywords: social media, consumer attitudes, Sportybet, Akure residents, online betting. Word count: 214