The Impact of Gambling Advertising Perception on the Development of Gambling Addiction: Mediating and Moderating Effects

Abstract

This study aims to identify the influence of gambling advertising perceptions on the development of gambling addiction, focusing on the mediating role of behavioral impulse and the moderating function of risk awareness. With the growing digitalization of gambling services and increasing advertising pressure, especially among youth audiences, there is a growing need for a comprehensive analysis of the mechanisms of marketing content exposure. The methodological model includes four hypotheses: the influence of advertising on impulsivity (H1), the influence of impulsivity on addiction (H2), the mediating effect of impulsivity (H3) and the moderating role of risk awareness (H4). Data were collected in 20 regions of Kazakhstan among 530 respondents with signs of addiction. PLS-SEM model was applied. The results indicate a significant mediation of impulse and mitigating effect of risk awareness. The findings are important for regulation and prevention of gambling addiction.