Exploring the Complex Dynamics: Examining the Influence of Deviant Personas in Online Gambling.

The widespread use of computers and the Internet has substantially changed the gaming environment during the past ten years. The gambling industry is no longer exclusive to land-based gaming establishments (such as casinos and racetracks). Today, a few keystrokes on a computer are all it takes to access gaming operations. Social media platforms like Facebook, Instagram, Snapchat and various other platforms constitute a particular form of access that has drawn more attention from academics in gambling studies. This increasing focus is partially attributable to the fact that social media sites have gained popularity as a means of accessing online gambling websites via hyperlinks hidden inside adverts. Users of social networking platforms can play free-to-play virtual gambling games using programmes. Virtual gaming platforms are the new name for these free-to-play simulation games of gambling. However, there is evidence to suggest that playing social casino games may serve as a "gateway" to real money gambling. The purpose of this study is to investigate the influence of deviant personas on online gambling behavior. By examining the relationship between deviant personas and online gambling, we seek to enhance our understanding of the factors that contribute to problematic gambling behaviors in virtual environments. Employing a robust methodological approach, this research amalgamates the analytical power of PLS-SEM (Partial Least Squares Structural Equation Modeling) to explore the factors influencing the intention to adopt online gambling services. The data for this study were obtained by administering an online survey questionnaire to a sample of 325 aware customers of online gambling. The study's discerning insights have notable implications for the academic community, brand strategists, online game designers, and online gambling platform providers, offering valuable guidance for decision-making and strategy formulation within the burgeoning online gambling industry.