The influence of football celebrity endorsements on the attention paid to advertising

Eye tracker research related to amateur online poker players in Portugal

Bibliographic Data

ID12675644
AuthorsLuis Mañas-Viniegra (0000-0001-9129-5673, Universidad Complutense de Madrid, corresponding author), Ana Isabel Barreto Furtado Franco De Albuquerque Veloso (0000-0002-5070-0756, University of Aveiro), Patricia Núñez Gómez (0000-0002-0073-2020, Universidad Complutense de Madrid)
Year2023
Volume25
Issue7
Pages851-871
Publication date2023-11-27
Open AccessNo
TypeARTICLE
VenueSoccer and Society (JOURNAL)
Journal identifiersISSN: 1466-0970 • E-ISSN: 1743-9590
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/14660970.2023.2284891
OpenAlexW4389048123
LanguageEN
References cited81

The aim of this research is to determine how football stars influence the attention paid to online poker advertising and whether a corresponding nationality might influence the perception of audiences between 18 and 24 years of age, which is the adult age group most vulnerable to this type of game. Using an eye tracking technique, a sample of 60 Portuguese young people who are amateur online poker players has been studied. The results suggest that affinity with a sports star increases the level of attention paid to the image of the star. Otherwise, the poker hand registers the greatest amount of attention. Sports stars who are currently playing attract more attention than those who are retired, and smiles make it possible to attract even more attention from the audience. These stars facilitate advertising brands in associating online gaming with a form of leisure. SRIJ, ‘Online Gambling Activity in Portugal 2022’.2. DGOJ, ‘Annual report 2021’.3. Welte et al., ‘Gambling and problem’.4. 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Advertising · Amateur · Business · Football · Legalization · Political science · Portuguese · Sample (material · Digital Games and Media · Gambling Behavior and Treatments · Media Influence and Health · Psychology · Social Psychology

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