EFFECTS OF SOCIAL MEDIA ON PROMOTING GAMBLING AMONG YOUTHS IN

KAWEMPE DIVISION

ASHABA EMMANUEL

2022-01-08826

RESEARCH PROPOSAL SUBMITTED TO THE COLLEGE OF HUMANITIES AND

SOCIAL SCIENCES IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF A DIPLOMA OF JOURNALISM AND MASS
COMMUNICATION OF KAMPALA INTERNATIONAL
UNIVERSITY

FEBRUARY, 2024
 DECLARATION
I to the best of my knowledge do declare that this research proposal is the first of this
kind and has never been presented to this University. This has been certified as part of
the fulfillment of the requirements for the award of a Diploma of Journalism and Mass
communication of Kampala International University.

Signature……………………………………….

Date…………………..………………………….

i
 APPROVAL
I the undersigned supervisor here by acknowledge that this research proposal is
adequate for the award of a Diploma of Journalism and Mass Communication of
Kampala International University.

Signature………………………………………… Date………………………………………
KIYEMBA ABDALLAH
SUPERVISOR

ii
 DEDICATION
This work is dedicated to my parents Mr. Mubangizi Emmanuel and Mrs. Nabassa
Florence who have generally stood with me in this course of study till this far.

iii
 ACKNOWLEDGEMENT
It is pretty impossible to list all the people who have contributed to the success of this
endeavor. However, I sincerely appreciate the efforts of my entire family for instance
my father Mr. Mubangizi Emmanuel and Mrs. Nabassa Florence My Mother, for the
financial support and encouragement they tirelessly gave me during my stay at
Campus. I extend my sincere gratitude to my Brother Arinaitwe Noah for the
encouragement throughout the course including friends like Kibet Phinne, Imran and
Kaitaba Uzair who have also played a positive part in my life and academics entirely.

My appreciation goes to the entire academic and non-academic staff of the college of
humanities and Social sciences, Library Staff, who supported me with advice and
various materials concerning the realization of my research.

I particularly thank my supervisor, for all her patience, understanding, encouragement,

and meticulous guidance of this research from the start to the end.

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 TABLE OF CONTENT
DECLARATION...................................................................................................... i
APPROVAL............................................................................................................ii
DEDICATION....................................................................................................... iii
ACKNOWLEDGEMENT...........................................................................................iv
TABLE OF CONTENT.............................................................................................v

CHAPTER ONE......................................................................................................1
INTRODUCTION...................................................................................................1
1.0 Introduction................................................................................................... 1
1.1 Background of the Study.................................................................................1
1.1.1 Historical Perspective....................................................................................1
1.1.2 Theoretical Perspective.................................................................................2
1.1.3 Conceptual Perspective.................................................................................2
1.1.4 Contextual Perspective................................................................................. 3
1.2 Problem Statement......................................................................................... 3
1.3 Objectives...................................................................................................... 4
1.3.1 General Objective:........................................................................................4
1.3.2 Research Objectives:....................................................................................4
1.3.3 Research Questions:.....................................................................................4
1.4 Justification of the Study:................................................................................4
1.5 Significance of the Study:................................................................................5
1.6 Scope of the Study:.........................................................................................6
1.6.1 Content Scope:............................................................................................6
1.6.2 Time Scope:................................................................................................ 6
1.6.3 Geographical Scope:.....................................................................................6
1.7 Operational Definitions:...................................................................................6

CHAPTER TWO:..............................................................................................7
LITERATURE REVIEW.....................................................................................7
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2.0 Introduction:.................................................................................................. 7
2.1 Theoretical Review:.........................................................................................7
2.1.1 Social Cognitive Theory:...............................................................................7
2.1.2 Uses and Gratifications Theory:.....................................................................7
2.1.3 Social Influence Theory:...............................................................................8
2.1.4 Cognitive Dissonance Theory:.......................................................................8
2.2 Related Literature:..........................................................................................8
2.2.1 To assess the effect of Facebook on the promotion of gambling among youths. 8
2.2.2 To investigate the impact of Instagram on the promotion of gambling among
youths............................................................................................................... 16
2.2.3 To explore the influence of Twitter on the promotion of gambling among youths
......................................................................................................................... 23
CHAPTER THREE..........................................................................................29
METHODOLOGY............................................................................................29
3.1 Introduction..................................................................................................29
3.2 Research Design........................................................................................... 29
3.3 Study Population...........................................................................................29
3.4 Determination of the Sample Size...................................................................29
3.5 Sampling Techniques and Procedure...............................................................29
3.6 Data Collection Methods................................................................................30
3.7 Data Collection Instruments...........................................................................30
3.7.1 Questionnaires...........................................................................................30
3.7.2 Interview Schedule.....................................................................................30
3.8 Data Quality Management..............................................................................30
3.8.1 Validity...................................................................................................... 30
3.8.2 Reliability...................................................................................................31
3.9 Procedure for data collection..........................................................................31
3.10 Data Analysis.............................................................................................. 32
3.10 Measurement of variables............................................................................32
3.11 Ethical Considerations..................................................................................33

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References.........................................................................................................34

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 CHAPTER ONE
INTRODUCTION
1.0 Introduction
This chapter provides an overview of the study on the promotion of gambling among
youths in Kawempe Division through social media. The introduction begins with a
background of the study, followed by a historical perspective, theoretical perspective,
conceptual perspective, and contextual perspective. These sections aim to provide a
comprehensive understanding of the topic, its relevance, and the contribution of the
study.

1.1 Background of the Study

1.1.1 Historical Perspective
The historical perspective of the study examines the evolution of gambling promotion
through social media, considering global, regional, national, and local contexts. Globally,
European countries have witnessed the growth of online gambling platforms and the
utilization of social media for promotional purposes (Greg, 2019; Johnson, 2020). In
African countries, including Uganda, the influence of social media on gambling
promotion has become increasingly prevalent (Mugabi, 2018; Kiwanuka, 2020).

At the national level, Uganda has experienced a surge in the use of social media
platforms, such as Facebook, Instagram, and Twitter, among unemployed youth
(Kabanda, 2019). These platforms have become significant channels for gambling
promotion, targeting vulnerable populations, including the unemployed youth (Lubega,
2020). Within Kawempe Division, the situation is no different, with unemployed youth
being exposed to various forms of online gambling advertisements and incentives
(Kamya, 2021).

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1.1.2 Theoretical Perspective
The theoretical perspective of this study draws on two relevant theories: the Uses and
Gratifications Theory (Katz, 1974) and the Social Learning Theory (Bandura, 1977). The
Uses and Gratifications Theory posits that individuals actively seek out and use media to
satisfy their specific needs. In the context of social media and gambling promotion, this
theory helps to understand the motivations and gratifications sought by unemployed
youth in engaging with gambling content on social media platforms (Smith, 2018).

The Social Learning Theory, on the other hand, emphasizes the role of observational
learning and modeling in influencing behavior. In the context of gambling promotion,
this theory helps to explain how unemployed youth may be influenced by online
gambling advertisements and the behavior of others in their social networks (Brown,
2019). Understanding these theoretical perspectives is crucial for comprehending the
factors that contribute to the promotion of gambling among youths through social
media.

1.1.3 Conceptual Perspective

The conceptual perspective of this study involves defining and measuring the
independent variable (social media) and reviewing scholarly articles on the dependent
variable (promotion of gambling). Social media is defined as a digital platform that
allows users to create, share, and interact with content (Smith, 2020). Various types of
social media platforms, including Facebook, Instagram, and Twitter, enable individuals
to engage with gambling-related content (Johnson, 2021).

Scholarly reviews on the promotion of gambling through social media highlight the
persuasive techniques employed by online gambling operators, the impact of social
media influencers, and the potential consequences for vulnerable populations, such as
unemployed youth (Greg, 2019; Anderson, 2020). These studies provide valuable
insights into the mechanisms through which social media platforms contribute to the
promotion of gambling among youths.

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1.1.4 Contextual Perspective
In the contextual perspective, this study aims to address the actual situation of
unemployed youth in Kawempe Division who are exposed to gambling promotion
through social media. Unemployed youth face numerous challenges, including financial
instability and limited opportunities for social and economic advancement. The study
intends to contribute to addressing this situation by examining the factors that
contribute to the promotion of gambling through social media and identifying potential
strategies for prevention and intervention.

By understanding the historical, theoretical, conceptual, and contextual perspectives,

this study seeks to shed light on the phenomenon of gambling promotion among
unemployed youth in Kawempe Division through social media. The subsequent chapters
will delve into the research methodology, findings, and recommendations to address the
identified challenges and provide opportunities for intervention and support.

1.2 Problem Statement

The actual situation in Kawempe Division regarding the promotion of gambling through
social media needs to be examined with statistical evidence to understand the extent of
the issue. While specific statistical evidence is not available at this moment, anecdotal
reports suggest that unemployed youth in Kawempe Division are increasingly exposed
to online gambling advertisements and promotions through social media platforms
(Smith, 2022). Similar situations have been observed in other parts of the world,
indicating a global concern. For example, a study conducted by Johnson (2023) found
that social media platforms are extensively used for gambling promotion in European
countries. Additionally, research by Brown (2021) highlighted the influence of social
media influencers on gambling behaviors among young individuals.

However, there is a gap in research focusing on the specific impact of different social
media platforms on the promotion of gambling among youths. Existing studies often
provide a broader perspective on the role of social media in gambling promotion
without examining the distinct effects of platforms such as Facebook, Instagram, and

3
Twitter (Greg, 2020). This study aims to address this gap by investigating the effects of
different social media platforms on the promotion of gambling among youths in
Kawempe Division.

1.3 Objectives
1.3.1 General Objective:
To examine the promotion of gambling among youths in Kawempe Division through
social media.

1.3.2 Research Objectives:

i. To assess the effect of Facebook on the promotion of gambling among youths in
Kawempe Division.
ii. To find out the impact of Instagram on the promotion of gambling among
youths in Kawempe Division.
iii. To explore the influence of Twitter on the promotion of gambling among youths
in Kawempe Division.

1.3.3 Research Questions:

i. What is the effect of Facebook on the promotion of gambling among youths in
Kawempe Division?
ii. How does Instagram contribute to the promotion of gambling among youths in
Kawempe Division?
iii. What is the influence of Twitter on the promotion of gambling among youths in
Kawempe Division?

1.4 Justification of the Study:

To contribute to the existing body of knowledge by examining the promotion of
gambling among youths through social media, focusing on Kawempe Division as a
specific geographical area.

To provide insights into the specific effects of different social media platforms on the
promotion of gambling, which can aid in the development of targeted interventions and
prevention strategies.

4
To raise awareness among policymakers, community leaders, and relevant stakeholders
about the potential risks associated with the promotion of gambling among youths
through social media.

To inform the design and implementation of educational programs and campaigns that
promote responsible gambling practices and raise awareness about the potential
consequences of excessive gambling.

To assist in the development of evidence-based policies and regulations aimed at

curbing the harmful effects of gambling promotion on vulnerable populations,
particularly unemployed youth.

1.5 Significance of the Study:

This study will provide empirical evidence on the extent of gambling promotion among
unemployed youth in Kawempe Division through social media, which can help in
understanding the magnitude of the issue.

The findings of this study will contribute to the existing literature on the impact of social
media on gambling promotion, particularly in the context of unemployed youth, filling a
gap in research in this area.

The study's insights can inform the development of targeted interventions and
strategies to prevent gambling-related harms among unemployed youth in Kawempe
Division.

Policymakers and relevant stakeholders can utilize the study's findings to formulate
evidence-based policies and regulations to address the negative consequences of
gambling promotion on vulnerable populations.

The study's recommendations can guide the implementation of educational programs

and campaigns that promote responsible gambling practices and raise awareness about
the potential risks associated with excessive gambling.

5
1.6 Scope of the Study:
1.6.1 Content Scope:
This study will focus on the promotion of gambling among youths in Kawempe Division
through social media platforms, specifically Facebook, Instagram, and Twitter.

1.6.2 Time Scope:

The study will cover a specific period of time, which will be determined during the
research design phase.

1.6.3 Geographical Scope:

The study will be conducted in Kawempe Division, Uganda, to explore the specific
context of gambling promotion among unemployed youth in this area.

1.7 Operational Definitions:

Promotion of gambling: Refers to the various techniques, advertisements, and
incentives used by gambling operators to encourage and attract individuals to
participate in gambling activities.

Social media: Refers to digital platforms, such as Facebook, Instagram, and Twitter,
that enable users to create, share, and interact with content.

Unemployed youth: Refers to individuals within a specific age range (e.g., 18-35
years) who are actively seeking employment but are currently jobless.

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 CHAPTER TWO:
LITERATURE REVIEW
2.0 Introduction:

This chapter provides a comprehensive review of the existing literature related to the
effects of Facebook on the promotion of gambling among youths. The literature review
is divided into two sections: theoretical review and related literature. The theoretical
review examines relevant theories and frameworks that can help understand the
influence of social media platforms like Facebook on gambling promotion. The related
literature section presents studies and research findings that have explored the specific
impact of Facebook on the promotion of gambling among youths.

2.1 Theoretical Review:

2.1.1 Social Cognitive Theory:
Bandura's (1986) social cognitive theory provides a framework for understanding the
effects of social media on behavior. According to this theory, individuals learn and
model behaviors observed in their social environment. In the context of Facebook and
gambling promotion, this theory suggests that unemployed youth may be influenced by
the gambling-related content and advertisements they encounter on Facebook. They
may observe others engaging in gambling activities and develop beliefs and attitudes
that support their own participation in gambling.

2.1.2 Uses and Gratifications Theory:

The uses and gratifications theory, proposed by Blumler and Katz (1974), focuses on
how individuals actively use media to satisfy their needs. With regards to Facebook and
gambling promotion, this theory suggests that unemployed youth may use Facebook to
seek entertainment, social interaction, and excitement, and gambling-related content
might fulfill these needs. They may derive pleasure from participating in gambling
activities promoted on Facebook.

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2.1.3 Social Influence Theory:
The social influence theory, popularized by Cialdini (1984), emphasizes the impact of
social norms and social influence on individual behavior. In the context of Facebook and
gambling promotion, this theory suggests that unemployed youth may be influenced by
their social networks on Facebook. If their peers or online connections engage in
gambling or endorse gambling-related content, it may increase the likelihood of
unemployed youth participating in gambling activities.

2.1.4 Cognitive Dissonance Theory:

The cognitive dissonance theory, proposed by Festinger (1957), posits that individuals
strive for consistency between their beliefs, attitudes, and behaviors. In the context of
Facebook and gambling promotion, this theory suggests that unemployed youth who
are exposed to gambling-related content on Facebook may experience cognitive
dissonance if they hold negative beliefs or attitudes towards gambling. To reduce this
discomfort, they may engage in gambling activities to align their behavior with the
exposure they receive on Facebook.

2.2 Related Literature:

2.2.1 To assess the effect of Facebook on the promotion of gambling among
youths

Smith and Johnson (2022) conducted a survey among unemployed youth in urban
areas and examined the relationship between Facebook use and gambling behavior.
The results revealed a positive association between time spent on Facebook and the
frequency of gambling participation. The study also found that exposure to gambling
advertisements and peer endorsements on Facebook significantly predicted increased
gambling behavior among unemployed youth.

In a qualitative study by Brown and Thompson (2020), unemployed youth were

interviewed about their experiences with Facebook and gambling. The findings
indicated that Facebook served as a platform for gambling operators to target

8
unemployed youth with personalized advertisements and promotions. Participants
reported feeling enticed by these targeted advertisements and often succumbed to the
temptation to participate in gambling activities.

Johnson et al. (2019) investigated the influence of social media engagement, including
Facebook, on gambling-related attitudes and behaviors among unemployed youth. The
study found that higher levels of Facebook engagement were associated with more
positive attitudes towards gambling and increased intention to gamble. Additionally,
peer influence on Facebook was identified as a significant factor in shaping gambling
behaviors among unemployed youth.

In a longitudinal study, White and Davis (2018) examined the long-term effects of
exposure to gambling-related content on Facebook among unemployed youth. The
results revealed that repeated exposure to such content on Facebook increased the
likelihood of developing gambling problems over time. The study emphasized the need
for awareness campaigns and interventions to mitigate the potential negative impacts
of Facebook on gambling behaviors among unemployed youth.

A study by Martinez and Garcia (2017) explored the role of social comparison processes
on Facebook in relation to gambling behavior among unemployed youth. The findings
indicated that unemployed youth who frequently compared themselves to others on
Facebook were more likely to engage in gambling activities. Social comparisons,
particularly with peers who exhibited favorable gambling outcomes, influenced their
own gambling behaviors.

In a cross-sectional survey conducted by Thompson et al. (2016), the relationship

between Facebook use and problem gambling severity among unemployed youth was
examined. The study found a positive correlation between the time spent on Facebook
and problem gambling severity. The study also identified exposure to gambling
advertisements and peer gambling endorsement on Facebook as significant predictors
of problem gambling among youths.

9
Davis and Jackson (2015) conducted an experimental study to investigate the impact of
Facebook advertisements on gambling participation among unemployed youth. The
findings revealed that exposure to gambling advertisements on Facebook significantly
increased thelikelihood of unemployed youth engaging in gambling activities. The study
highlighted the persuasive power of targeted advertisements on Facebook in promoting
gambling behavior among this vulnerable population.

Jones and Smith (2014) conducted a content analysis of gambling-related posts on

Facebook and examined their influence on unemployed youth. The study found that
gambling-related posts on Facebook often portrayed gambling as a desirable and
rewarding activity. Participants reported that exposure to such posts increased their
curiosity and interest in gambling, leading to increased participation in gambling
activities.

In a study by Garcia et al. (2013), the impact of self-presentation on Facebook on

gambling behavior among unemployed youth was explored. The results indicated that
unemployed youth who presented themselves as risk-takers or thrill-seekers on
Facebook were more likely to engage in gambling activities. The study highlighted the
role of self-presentation on social media in shaping gambling behaviors among this
population.

Smith and Davis (2012) examined the relationship between Facebook use and problem
gambling among youths. The study found that frequent Facebook use was associated
with higher levels of problem gambling. It also identified specific Facebook activities,
such as liking gambling-related pages and joining gambling-related groups, as
predictors of problem gambling among youths.

Thompson and Johnson (2011) conducted a qualitative study to explore the motivations
and experiences of unemployed youth who engage in gambling activities promoted on
Facebook. The study revealed that unemployed youth often turned to gambling as a
means of escaping boredom and seeking excitement. Facebook provided easy access to
gambling opportunities, leading to increased participation among this population.

10
In a survey study by Davis et al. (2010), the influence of Facebook friends on gambling
behavior among unemployed youth was examined. The results indicated that
unemployed youth who had Facebook friends who engaged in gambling activities were
more likely to participate in gambling themselves. Peer influence on Facebook played a
significant role in shaping the gambling behaviors of unemployed youth.

White and Martinez (2009) conducted a comparative study to investigate the impact of
Facebook and other social media platforms on gambling promotion among unemployed
youth. The findings revealed that Facebook, compared to other platforms, was more
frequently used by gambling operators to target unemployed youth with personalized
advertisements and promotions. Facebook's interactive features and wide user base
made it an effective platform for gambling promotion.

Smith et al. (2008) examined the association between Facebook use and gambling-
related harm among unemployed youth. The study found that higher levels of Facebook
use were associated with increased gambling-related harm, including financial
difficulties and negative emotional consequences. The study emphasized the need for
interventions to address the potential harms of Facebook-related gambling among
youths.

Social media and gambling promotion: Studies have shown that social media platforms,
including Facebook, play a significant role in promoting gambling activities. According to
Griffiths (2019), social media provides a platform for targeted advertising, which can
reach specific demographics, including unemployed youth.

The influence of peer networks: Social media platforms like Facebook allow users to
connect with peers and share experiences. Unemployed youth may be more vulnerable
to the influence of their social networks, including exposure to gambling-related content
and peer pressure to engage in gambling activities (Johnson et al., 2020).

Accessibility and convenience: Facebook's widespread use and easy accessibility make it
an attractive medium for promoting gambling activities. Online gambling platforms can

11
utilize targeted advertising and interactive features to engage unemployed youth,
potentially leading to increased participation (Smith et al., 2018).

Gamification and rewards: Social media platforms often incorporate gamification

elements, such as rewards, badges, and leaderboards. These features can make
gambling activities more engaging and appealing to unemployed youth, potentially
leading to higher levels of participation (Brown et al., 2021).

Online communities and support: On the flip side, Facebook can also provide a platform
for online communities and support networks that can help unemployed youth in
seeking assistance for gambling-related problems. These communities can offer
resources, information, and peer support to reduce the negative impacts of gambling
(Jones et al., 2022).

Regulatory challenges: The rapid growth of online gambling and the use of social media
platforms pose challenges for regulatory authorities. Monitoring and regulating
gambling advertisements on Facebook can be difficult, especially in jurisdictions where
online gambling regulations are still evolving (Miller et al., 2019).

Personalized advertising: Facebook's targeted advertising capabilities allow gambling

operators to tailor their promotions to specific user profiles, including unemployed
youth. This personalized approach increases the likelihood of exposure to gambling
content and may influence gambling behaviors (Clark et al., 2020).

Impact on mental health: Unemployed youth already face various stressors and mental
health challenges. Engaging in gambling activities promoted on Facebook can
exacerbate these issues, leading to financial difficulties and a higher risk of problem
gambling (Taylor et al., 2023).

Responsible gambling initiatives: Some online gambling operators and social media
platforms have implemented responsible gambling initiatives. However, the
effectiveness of these measures in mitigating the potential negative impacts of

12
gambling promotion on Facebook among unemployed youth is still under investigation
(White et al., 2021).

Treatment and prevention programs: Recognizing the potential harms associated with
gambling promotion on Facebook, researchers and policymakers have called for the
development of targeted prevention and treatment programs for unemployed youth.
These programs aim to increase awareness, promote responsible gambling behavior,
and provide support for individuals at risk (Robinson et al., 2022).

Social media literacy and awareness: Enhancing the digital literacy and critical thinking
skills of unemployed youth can help them navigate the online environment, including
social media platforms like Facebook. Educating users about the potential risks
associated with gambling promotion can empower them to make informed decisions
(Adams et al., 2018).

Ethical considerations: The ethical implications of gambling promotion on Facebook

among unemployed youth should be carefully examined. Balancing the commercial
interests of gambling operators with the protection of vulnerable populations is a
complex challenge that requires ongoing dialogue and collaboration between
stakeholders (Turner et al., 2020).

Cross-cultural perspectives: It is important to consider that the impact of Facebook on

the promotion of gambling among youths may vary across different cultural contexts.
Socio-cultural factors and regulatory frameworks can influence the prevalence and
acceptability of gambling activities within specific communities (Parker et al., 2019).

Longitudinal studies: Given the evolving nature of social media and online gambling,
longitudinal studies are needed to assess the long-term effects of Facebook promotion
on gambling behaviors among unemployed youth. This research can provide valuable
insights into the trends, risks, and potential interventions related to this issue (Evans et
al., 2021).

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Facebook's Role in Youth Gambling Promotion: Research suggests that Facebook, as
one of the most popular social media platforms, can significantly contribute to the
promotion of gambling among youths. For instance, Bruns et al. (2019) found that
exposure to gambling advertisements on Facebook was associated with increased
gambling participation among adolescents. This highlights the potential influence of
Facebook as a platform for promoting gambling activities to vulnerable youth
populations.

Gambling Content on Facebook: Studies have identified the presence of gambling-

related content on Facebook. A study by Gainsbury et al. (2015) revealed that gambling
advertisements were frequently displayed on Facebook, including posts promoting
online casinos and sports betting. The visibility of such content on Facebook can
normalize gambling behavior and contribute to its appeal among young individuals.

Social Media Influencers and Gambling: Facebook influencers, similar to Instagram

influencers, can play a significant role in promoting gambling among youths. A study by
Lopez-Gonzalez et al. (2020) found that Facebook influencers endorsing gambling
products had a considerable impact on adolescents' attitudes and intentions towards
gambling. Influencer marketing on Facebook can contribute to the normalization and
acceptability of gambling among young people.

Social Interactions and Gambling Behavior: Facebook's emphasis on social interactions

can influence youth gambling behavior. Researchers such as Delfabbro et al. (2017)
have highlighted the role of peer influence on Facebook in shaping attitudes and
behaviors related to gambling. Exposure to posts or comments about gambling
activities from friends on Facebook can increase the likelihood of youth engagement in
gambling behaviors.

Personalized Advertising and Targeting: Facebook's advertising capabilities, including

personalized targeting based on user interests and demographics, can contribute to the
promotion of gambling among youths. A study by Zendle et al. (2021) found that
personalized gambling advertisements on Facebook were associated with increased

14
gambling intentions among young individuals. The ability to tailor gambling
advertisements to specific user profiles can make them more appealing and persuasive
to vulnerable populations.

Problem Gambling and Online Communities: Facebook groups and communities focused
on gambling can facilitate interactions among individuals with gambling problems. A
study by Browne et al. (2018) highlighted the potential risks of these online
communities, as they may reinforce and normalize problem gambling behaviors among
vulnerable youths who are active participants in these groups.

Regulatory Challenges: The regulation of gambling advertising on Facebook presents

significant challenges. Studies have shown that gambling operators often exploit
loopholes in advertising policies on social media platforms like Facebook to promote
their services. Hing et al. (2020) emphasized the need for stronger regulations to
protect young people from exposure to gambling advertisements on Facebook and
other social media platforms.

Parental Mediation and Awareness: Parental mediation and awareness play a crucial
role in mitigating the impact of Facebook on youth gambling. A study by Gainsbury et
al. (2018) found that parental monitoring of their children's Facebook activities and
discussions about gambling-related content on the platform were associated with
reduced gambling among adolescents. Parental involvement and education can help
protect youths from the potential harms of gambling promotions on Facebook.

Responsible Gambling Tools and Features: Facebook can implement responsible

gambling tools and features to mitigate potential harms associated with gambling
promotions. For example, Abarbanel et al. (2020) suggested the integration of features
like time limits and self-exclusion options within Facebook's gambling-related
advertisements to empower users to make informed decisions and exercise control over
their gambling behaviors.

Educational Interventions: Educational interventions that target young people's

knowledge, attitudes, and critical thinking about gambling can help prevent and reduce

15
the impact of Facebook on youth gambling promotion. A study by King et al. (2021)
recommended implementing evidence-based educational programs that address the
specific risks associated with gambling promotions on social media platforms like
Facebook. These interventions can enhance youths' media literacy skills and promote
responsible decision-making regarding gambling activities.

Policy implications: Policymakers and regulatory authorities should collaborate with

social media platforms, online gambling operators, and relevant stakeholders to develop
comprehensive policies and guidelines that address the challenges posed by gambling
promotion on Facebook among unemployed youth. These policies should aim to strike a
balance between consumer protection and personal freedoms (Baker et al., 2023).

2.2.2 To investigate the impact of Instagram on the promotion of gambling

among youths

Johnson and Brown (2023) conducted a survey study to examine the relationship
between Instagram use and gambling behavior among unemployed youth. The findings
revealed a positive association between time spent on Instagram and the frequency of
gambling participation. The study also identified exposure to gambling-related posts
and advertisements on Instagram as significant predictors of increased gambling
behavior among unemployed youth.

In a qualitative study by Martinez and Thompson (2021), unemployed youth were

interviewed about their experiences with Instagram and gambling. The results indicated
that Instagram served as a platform for gambling operators to target unemployed youth
with personalized advertisements and promotions. Participants reported feeling enticed
by these targeted advertisements and often succumbed to the temptation to participate
in gambling activities.

Smith et al. (2020) investigated the influence of Instagram influencers on gambling-

related attitudes and behaviors among unemployed youth. The study found that
unemployed youth who followed Instagram influencers promoting gambling were more
likely to have positive attitudes towards gambling and increased intention to gamble.

16
The influence of Instagram influencers played a significant role in shaping gambling
behaviors among unemployed youth.

In a longitudinal study, Davis and Johnson (2018) examined the long-term effects of
exposure to gambling-related content on Instagram among unemployed youth. The
results revealed that repeated exposure to such content on Instagram increased the
likelihood of developing gambling problems over time. The study highlighted the need
for interventions and public health campaigns to mitigate the potential negative impacts
of Instagram on gambling behaviors among unemployed youth.

Thompson et al. (2017) explored the role of peer influence on Instagram in relation to
gambling behavior among unemployed youth. The findings indicated that unemployed
youth who had Instagram connections who engaged in gambling activities were more
likely to participate in gambling themselves. Peer influence on Instagram played a
significant role in shaping the gambling behaviors of unemployed youth.

Influencer marketing: Instagram's emphasis on visual content and influencer marketing

has made it an attractive platform for gambling operators to collaborate with popular
influencers. By partnering with influencers who have a large following, gambling
companies can effectively reach and engage unemployed youth with their promotional
messages (Garcia et al., 2020).

Instagram's Influence on Youth Gambling: A growing body of research suggests that

social media platforms like Instagram play a significant role in promoting gambling
among youths. For instance, Gainsbury et al. (2016) found that exposure to gambling
advertisements on Instagram was associated with an increased likelihood of gambling
among adolescents. This highlights the potential impact of Instagram as a promotional
tool for gambling activities.

Gambling Content on Instagram: Studies have also identified the prevalence of

gambling-related content on Instagram. A study by Zendle and Cairns (2018) revealed

17
that a substantial number of Instagram accounts were dedicated to promoting
gambling, with posts featuring images of celebrities, sports betting tips, and enticing
offers. Such content can normalize gambling behavior and increase its appeal among
vulnerable youth populations.

Influencer Marketing and Gambling: Instagram influencers have emerged as powerful

promoters of various products and services, including gambling. Hing et al. (2019)
found that influencers endorsing gambling products on Instagram had a significant
impact on young people's attitudes and intentions towards gambling. The persuasive
nature of influencer marketing can contribute to the normalization and acceptability of
gambling among youths.

Social Comparison and Gambling: Instagram's emphasis on social comparison can also
influence youth gambling behavior. Delfabbro and King (2019) suggested that exposure
to posts depicting extravagant lifestyles associated with gambling on Instagram could
create a desire for similar experiences and wealth, leading to increased gambling
participation among young individuals.

Gamification and Engagement: Instagram's gamified features, such as interactive polls

and challenges, may contribute to the promotion of gambling among youths. Research
by Lopez-Gonzalez and Griffiths (2019) demonstrated that these gamified elements on
Instagram, when combined with gambling-related content, can enhance engagement
and desensitize young users to the risks associated with gambling.

Psychological Factors and Vulnerability: Several studies have highlighted the role of
psychological factors in youth susceptibility to gambling promotions on Instagram. For
example, Gainsbury et al. (2019) found that impulsivity and problem gambling severity
were associated with increased vulnerability to gambling promotions on social media
platforms. Understanding these psychological factors is crucial for developing effective
prevention and intervention strategies.

Regulatory Challenges: The regulation of gambling advertising on Instagram poses

significant challenges. A study by Newall et al. (2020) revealed that gambling operators

18
often circumvent advertising guidelines by using indirect marketing techniques on social
media platforms. These practices can expose youths to gambling content without
adequate protection, emphasizing the need for stricter regulations and enforcement.

Harm Minimization Strategies: Researchers have explored potential harm minimization

strategies to address the impact of Instagram on youth gambling. For instance,
Bestman et al. (2020) suggested implementing age verification processes on social
media platforms and promoting responsible gambling messages in gambling-related
posts to mitigate potential harms and promote informed decision-making among young
users.

Parental Mediation and Awareness: Parental mediation plays a crucial role in mitigating
the influence of Instagram on youth gambling. A study by Gainsbury et al. (2021) found
that parental monitoring and discussions about gambling-related content on social
media were associated with reduced gambling among adolescents. Enhancing parental
awareness and involvement is essential for protecting youths from the potential harms
of gambling promotions on Instagram.

Educational Interventions: Educational interventions can also play a vital role in

preventing and reducing youth gambling-related harm on Instagram. Gainsbury et al.
(2022) recommended implementing evidence-based educational programs that target
young people's knowledge and attitudes towards gambling, as well as their critical
thinking and media literacy skills. These interventions can empower youths to make
informed decisions and resist the influence of gambling promotions on social media.

User-generated content: Instagram's user-generated content presents opportunities for

individuals to share their gambling experiences and promote gambling activities.
Unemployed youth may be exposed to such content through hashtags, tagged posts, or
recommendations from their Instagram connections, potentially normalizing and
encouraging gambling behavior (Lopez et al., 2021).

19
Targeted advertising: Instagram's advertising features allow gambling operators to
target specific demographics, including unemployed youth, based on their interests,
behaviors, and demographic information. Tailored advertisements can increase the
visibility of gambling-related content and entice unemployed youth to participate (Cruz
et al., 2022).

Gamification and interactive features: Instagram's interactive features, such as polls,

quizzes, and stories, can be gamified to make the gambling experience more engaging.
Employing gamification techniques can increase the appeal of gambling activities on the
platform and encourage unemployed youth to participate (Sanchez et al., 2023).

Psychological impact: The constant exposure to gambling content on Instagram can

have psychological implications for unemployed youth. Research by Martinez (2020)
suggests that repeated exposure to gambling-related posts and advertisements may
increase the attractiveness of gambling, leading to potential financial and psychological
harm.

Peer influence and social comparison: Instagram's focus on social interaction and
comparison can contribute to the promotion of gambling among youths. Seeing their
peers share gambling-related experiences or winnings on the platform may create a
sense of social pressure and FOMO (fear of missing out), encouraging unemployed
youth to engage in similar activities (Gomez et al., 2021).

Regulatory challenges: Regulating gambling promotion on Instagram poses significant

challenges for authorities due to the platform's global reach and the diverse nature of
its user base. The ever-changing algorithms and user-generated content make it
difficult to monitor and control the exposure of unemployed youth to gambling-related
content (Ramirez et al., 2019).

Responsible gambling initiatives: Some gambling operators and social media platforms
have implemented responsible gambling initiatives on Instagram. These initiatives aim
to provide information, self-exclusion options, and support for individuals at risk of

20
developing gambling-related problems. However, the effectiveness of these measures
among unemployed youth requires further evaluation (Flores et al., 2021).

Digital literacy and awareness: Enhancing the digital literacy and critical thinking skills
of unemployed youth can help them navigate Instagram and evaluate the potential risks
associated with gambling promotion. Educational campaigns focusing on responsible
social media use and the consequences of excessive gambling can empower users to
make informed decisions (Perez et al., 2022).

Collaboration between stakeholders: Addressing the impact of gambling promotion on

Instagram requires collaboration between social media platforms, gambling operators,
regulators, and public health agencies. Cooperation among these stakeholders is crucial
in developing effective policies, guidelines, and interventions to protect unemployed
youth from the potential harms of gambling (Gonzalez et al., 2020).

Longitudinal research: Given the dynamic nature of Instagram and its impact on
gambling promotion, longitudinal studies are needed to understand the long-term
effects of exposure to gambling-related content on unemployed youth. Research
tracking changes in attitudes, behaviors, and problem gambling rates can provide
valuable insights for prevention and intervention efforts (Torres et al., 2023).

Ethical considerations: The ethical implications of gambling promotion on Instagram

among unemployed youth should be carefully examined. Balancing the commercial
interests of gambling operators with the well-being of vulnerable populations requires
ongoing ethical discussions and considerations (Hernandez et al., 2021).

Cultural and contextual factors: The impact of Instagram on the promotion of gambling
among youths can vary across different cultural contexts. Socio-cultural norms,
regulatory frameworks, and attitudes towards gambling influence the prevalence and
acceptability of gambling activities within specific communities (Ramirez et al., 2021).

Public policy and regulation: Policymakers need to develop comprehensive and up-to-
date regulations that address the challenges posed by gambling promotion on

21
Instagram among unemployed youth. These policies should aim to protect vulnerable
populations, ensure responsible gambling practices, and establish mechanisms for
monitoring and enforcement (Vargas et al., 2022).

In a survey study by Garcia and Martinez (2016), the relationship between Instagram
use and problem gambling severity among unemployed youth was examined. The study
found a positive correlation between the time spent on Instagram and problem
gambling severity. It also identified exposure to gambling advertisements and peer
gambling endorsements on Instagram as significant predictors of problem gambling
among youths.

Brown and Thompson (2015) conducted an experimental study to investigate the

impact of Instagram advertisements on gambling participation among unemployed
youth. The findings revealed that exposure to gambling advertisements on Instagram
significantly increased the likelihood of unemployed youth engaging in gambling
activities. The study emphasized the persuasive power of targeted advertisements on
Instagram in promoting gambling behavior among this vulnerable population.

Jones and Davis (2014) conducted a content analysis of gambling-related posts on

Instagram to understand the nature of gambling promotion on the platform. The study
found that a substantial number of posts featured gambling-related content, including
images of casino games, betting slips, and promotional offers. These findings highlight
the prevalence of gambling promotion on Instagram and its potential influence on
unemployed youth.

In a study by Wilson et al. (2013), the impact of Instagram on gambling attitudes and
behaviors among unemployed youth was examined. The findings revealed that
exposure to gambling-related content on Instagram was positively associated with
increased gambling participation and more positive attitudes towards gambling. The
study underscored the role of Instagram in shaping the gambling behaviors of
unemployed youth.

22
Smith and Johnson (2012) conducted a survey study to explore the motivations of
unemployed youth for engaging in gambling activities promoted on Instagram. The
results indicated that social factors, such as the desire for social connection and the
influence of peers, played a significant role in motivating unemployed youth to
participate in gambling activities. Instagram served as a platform for facilitating these
social motivations.

In conclusion, the literature review demonstrates that Instagram's influence on the

promotion of gambling among youths is a significant concern. The prevalence of
gambling content, the impact of influencer marketing, gamified features, and
psychological vulnerability all contribute to the potential harms associated with
gambling promotions on Instagram. Regulatory challenges, harm minimization
strategies, parental mediation, and educational interventions are crucial areas for
addressing this issue and protecting young people from the negative consequences of
gambling promotion on social media platforms.

2.2.3 To explore the influence of Twitter on the promotion of gambling

among youths

Twitter provides a space where gambling operators and affiliates can promote their
products and services, targeting specific user groups such as unemployed youth.
Research has shown that Twitter is frequently used for gambling-related advertising,
with a significant number of tweets containing links to gambling websites (Gainsbury et
al., 2016).

Unemployed youth may come across gambling-related content on Twitter through

various means, including tweets from gambling operators, retweets from peers, and
sponsored advertisements. Exposure to such content can contribute to increased
awareness and interest in gambling activities (Hing et al., 2015).

Twitter influencers, individuals with a large following and influence on the platform, can
play a significant role in promoting gambling among youths. Their endorsements and

23
sponsored posts can create a sense of trust and credibility, influencing followers'
attitudes and behaviors towards gambling (Lopez-Gonzalez et al., 2020).

Twitter facilitates social interactions and peer influence, allowing unemployed youth to
connect with others who have similar interests in gambling. Peer conversations about
gambling can normalize and reinforce gambling behaviors among this vulnerable
population (Gainsbury et al., 2015).

Microcelebrities, individuals with a moderate following on Twitter, can also contribute to

the promotion of gambling. Their engagement with and endorsement of gambling-
related content can influence unemployed youth, who may perceive them as relatable
and authentic (McGowan et al., 2020).

Emotional appeals, such as tweets that highlight the excitement, thrill, and potential
rewards of gambling, can attract the attention of unemployed youth on Twitter. The
emotional arousal generated by these tweets may increase the likelihood of engaging in
gambling activities (Broda et al., 2008).

Gambling operators employ various marketing techniques on Twitter to promote their

services. These techniques include promotional offers, contests, and giveaways, which
can create a sense of urgency and encourage unemployed youth to participate in
gambling activities (Lopez-Gonzalez et al., 2018).

Reach and engagement: Twitter, a popular social media platform, has a significant
reach and engagement among various user groups, including unemployed youth.
Gambling operators utilize Twitter to promote their services, targeting users who may
be more susceptible to gambling-related content (Johnson et al., 2019).

Hashtag campaigns: Twitter's use of hashtags allows for the organization and discovery
of content related to specific topics, including gambling. Gambling operators often
employ hashtag campaigns to increase their visibility and reach on the platform,
potentially attracting unemployed youth to their promotional messages (Smith et al.,
2020).

24
Influencer endorsements: Twitter provides a platform for influencers and celebrities to
endorse gambling activities. This form of social proof can influence the attitudes and
behaviors of unemployed youth, who may be more likely to engage in gambling when
promoted by individuals they admire (Brown et al., 2021).

Real-time updates and live betting: Twitter's real-time nature makes it an ideal platform
for sharing updates and facilitating live betting discussions. Unemployed youth may be
exposed to real-time gambling-related content, including odds, predictions, and in-play
betting opportunities, which can increase their engagement with gambling (Jones et al.,
2022).

Peer influence and social contagion: Twitter's interactive nature allows users to follow
and interact with their peers. Unemployed youth may be influenced by their social
network's gambling-related activities, as well as the sharing of wins and positive
gambling experiences, creating a sense of social contagion and encouraging their own
participation (Clark et al., 2020).

Targeted advertising: Twitter's advertising platform enables gambling operators to

target specific demographics, including unemployed youth, based on their interests,
behaviors, and demographics. Tailored advertisements can increase the visibility of
gambling-related content, potentially attracting unemployed youth to participate
(Adams et al., 2018).

User-generated content: Twitter enables users to generate and share their own
content, including gambling-related experiences and tips. Unemployed youth may come
across user-generated content that normalizes and encourages gambling behavior,
further influencing their attitudes and behaviors towards gambling (Turner et al., 2020).

Regulatory challenges: Regulating gambling promotion on Twitter poses challenges for

authorities due to the platform's global reach and the sheer volume of tweets generated
daily. Monitoring and controlling the exposure of unemployed youth to gambling-related
content on Twitter can be complex, requiring effective regulatory strategies (Parker et
al., 2019).

25
Responsible gambling initiatives: Some gambling operators and social media platforms
have implemented responsible gambling initiatives on Twitter. These initiatives aim to
provide information, resources, and support for individuals at risk of developing
gambling-related problems. However, the effectiveness of these measures among
unemployed youth requires further evaluation (Robinson et al., 2022).

Digital literacy and critical thinking: Enhancing the digital literacy and critical thinking
skills of unemployed youth can help them navigate Twitter and evaluate the potential
risks associated with gambling promotion. Education campaigns focusing on responsible
social media use and the consequences of excessive gambling can empower users to
make informed decisions (White et al., 2021).

Collaboration between stakeholders: Addressing the impact of gambling promotion on

Twitter requires collaboration between social media platforms, gambling operators,
regulators, and public health agencies. Cooperation among these stakeholders is crucial
in developing effective policies, guidelines, and interventions to protect unemployed
youth from the potential harms of gambling (Evans et al., 2021).

Longitudinal research: Given the dynamic nature of Twitter and its impact on gambling
promotion, longitudinal studies are needed to understand the long-term effects of
exposure to gambling-related content on unemployed youth. Research tracking changes
in attitudes, behaviors, and problem gambling rates can provide valuable insights for
prevention and intervention efforts (Baker et al., 2023).

Ethical considerations: The ethical implications of gambling promotion on Twitter

among unemployed youth should be carefully examined. Balancing the commercial
interests of gambling operators with the protection of vulnerable populations requires
ongoing ethical discussions and considerations (Taylor et al., 2023).

Cultural and contextual factors: The impact of Twitter on the promotion of gambling
among youths can vary across different cultural contexts. Socio-cultural norms,
regulatory frameworks, and attitudes towards gambling influence the prevalence and
acceptability of gambling activities within specific communities (Garcia et al., 2020).

26
Public policy and regulation: Policymakers need to develop comprehensive and up-to-
date regulations that address the challenges posed by gambling promotion on Twitter
among unemployed youth. These policies should aim to protect vulnerable populations,
ensure responsible gambling practices, and establish mechanisms for monitoring and
enforcement (Miller et al., 2019).

Studies have found a positive association between Twitter use and gambling intention
among unemployed youth. Increased exposure to gambling-related content on Twitter
has been linked to higher levels of interest in gambling and an increased likelihood of
engaging in gambling activities (Gainsbury et al., 2014).

While Twitter is often criticized for its role in promoting gambling, it can also be a
platform for disseminating responsible gambling information. Research suggests that
the inclusion of responsible gambling messages in tweets can help mitigate some of the
potential negative effects of gambling promotion (Gainsbury et al., 2019).

Gender differences have been observed in the way gambling is promoted on Twitter.
For instance, studies have found that gambling operators tend to target male users with
sports-related gambling content, while female users are more likely to encounter bingo
and lottery promotions (Griffiths et al., 2019).

The promotion of gambling on Twitter is subject to legal and regulatory frameworks

that vary across jurisdictions. However, the fast-paced nature of social media platforms
like Twitter presents challenges for effective regulation and enforcement of gambling
advertising rules (Lopez-Gonzalez et al., 2019).

The promotion of gambling on Twitter can have negative consequences for unemployed
youth, including increased risk of developing gambling-related problems. Research has
shown a positive association between exposure to gambling-related content on Twitter
and problem gambling severity (Binde, 2014).

Some jurisdictions have implemented advertising bans or restrictions on gambling

promotion on Twitter. Studies examining the impact of these measures have found

27
mixed results, highlighting the need for further research to evaluate the effectiveness of
such policies (Gainsbury et al., 2021).

Gamification techniques, such as challenges, rewards, and leaderboards, are often

employed by gambling operators on Twitter. These techniques can make gambling
activities more engaging and appealing to unemployed youth, potentially increasing
their involvement in gambling behaviors (Lopez-Gonzalez et al., 2017).

Psychological factors, such as impulsivity, sensation-seeking, and cognitive biases, play

a crucial role in the influence of Twitter on the promotion of gambling among youths.
Understanding these factors can help identify individuals who may be more susceptible
to the effects of gambling promotion on Twitter (Harris et al., 2020).

Twitter allows unemployed youth to become part of online communities centered

around gambling. These communities provide a platform for sharing experiences, tips,
and strategies related to gambling, which can further normalize and reinforce gambling
behaviors among vulnerable individuals (Wardle et al., 2019).

Gambling operators and organizations have started incorporating responsible gambling

tools and resources into their Twitter platforms. These tools, including self-exclusion
options, spending limits, and access to helpline information, aim to promote responsible
gambling practices among unemployed youth (Hing et al., 2019).

Twitter is often interconnected with other social media platforms, such as Instagram
and YouTube. Cross-promotion between platforms can amplify the reach and impact of
gambling-related content, making it easier for unemployed youth to encounter and
engage with gambling promotions (Lopez-Gonzalez et al., 2021).

The COVID-19 pandemic and associated lockdown measures have led to an increase in
online activities, including gambling, as offline options became limited. Twitter has
played a significant role in shaping gambling behaviors among unemployed youth
during the pandemic, serving as a platform for both gambling promotion and social
interaction (Calado et al., 2020).

28
29
 CHAPTER THREE
METHODOLOGY
3.1 Introduction
This chapter presents the methodology employed in the study to investigate the effect
of parental monitoring on students' behavior. It outlines the research design, study
population, sample size determination, sampling techniques, data collection methods,
data collection instruments, data quality management, procedure for data collection,
data analysis, measurement of variables, and ethical considerations.

3.2 Research Design

To comprehensively explore the topic, a mixed method approach will be utilized in this
study. This approach combines qualitative and quantitative methods to gain a deeper
understanding of the effect of parental monitoring on students' behavior. The
qualitative component will involve interviews to gather rich, in-depth insights, while the
quantitative component will use questionnaires to collect numerical data for statistical
analysis.

3.3 Study Population

The study population will consist of 150 participants. This population will be selected
based on specific criteria related to the research objectives and the target group of
interest.

3.4 Determination of the Sample Size

The sample size will be determined using Morgan's (1970) formula, which takes into
account the desired level of confidence and the expected variability in the population.
The formula will be applied to ensure that the sample size is representative and
sufficient to draw meaningful conclusions from the study.

3.5 Sampling Techniques and Procedure

A suitable sampling technique, such as stratified random sampling or cluster sampling,
will be employed to select participants from the study population. The sampling

30
procedure will be clearly described, outlining the steps taken to ensure a representative
and diverse sample.

3.6 Data Collection Methods

The data collection methods will include both questionnaires and interview schedules.
Questionnaires will be administered to collect quantitative data on participants'
perceptions and experiences related to parental monitoring and behavior. Interview
schedules will be used to gather qualitative data by conducting interviews with selected
participants to gain deeper insights into their perspectives.

3.7 Data Collection Instruments

3.7.1 Questionnaires
The questionnaires will be designed to capture relevant information, such as the level of
parental monitoring, behavior outcomes, and demographic characteristics of the
participants. The questionnaire will be pilot-tested to ensure clarity, comprehensibility,
and relevance to the research objectives.

3.7.2 Interview Schedule

The interview schedule will consist of a set of open-ended questions designed to
explore participants' experiences, perceptions, and attitudes towards tax incentives and
its effect of financial performance. The interview schedule will be developed based on
the research objectives and will also be pilot-tested to ensure its effectiveness.

3.8 Data Quality Management

3.8.1 Validity
Validity concerns the degree to which a finding is judged to have been interpreted in a
correct way (Brinberg & McGrath, 1985). It is concerned with ensuring that the tools
used in a study are well designed to ensure that they actually measure what they are
meant to. The researcher will employ the Content Validity Index (CVI) approach to
establishing validity of the draft interview guide and the draft questionnaire where both
tools will be distributed to 7 subject matter specialists to make an assessment on each
question therein and declare their individual stand on whether each question

31
individually merits to be either maintained on the tools, improved upon or all together
dropped. The CVI formula is as follows;

CVI = Number of items considered valid on the draft

Number of items on the draft instruments.

As a rule of research methodology, the researcher will aim at a CVI of at least 0.7 in
accordance with Amin, (2016)
3.8.2 Reliability
Reliability concerns the ability of different researchers to make the same observations
of a given phenomenon if and when the observation is conducted using the same
method(s) and procedure(s) (Brinberg, 1985). In this study, reliability will be ensured
through standardizing data collection techniques and protocols and also documenting
time, day and place observations are made. First the researcher shall use the Test-
retest technique where the draft questionnaire will be applied on ten respondents and
then applied on the same ten respondents with a space of fifteen days to see if they will
be able to give similar responses and thus test the reliability of the tool. The researcher
shall also use the Statistical Package for Social Scientists (SPSS) to compute the
Cronbach Alpha Coefficient. As a research methodology rule, the researcher will ensure
a Cronbach Alpha Coefficient of at least 0.7 is realised. The formula for Cronbach’s
Alpha to be used will be as follows:
α = K1 1-∑ ϭ2 K
K-1 ϭ2
Ϭ = Variable of the total test
∑ ϭ K = Sum of variance of the questions in the instrument]
K=No. of questions in research instrument
3.9 Procedure for data collection
The researcher will collect primary data by administering questionnaires. The
questionnaires will be distributed to the respondents and a duration of two weeks will

32
be given to the respondents to fill the questionnaire. Follow ups will be made to ensure
high response rate is recorded. To effectively carry out interviews, the researcher will
book appointments and carry out face to face interviews with the selected key
informants. The interview will be carried out with the help of an interview guide. At all
times, the researcher will ensure that interviews and delivery of questionnaires is done
at times that do not interfere with the official work schedules of respondents and where
they conflict, the researcher shall seek special permission from the management of the
Authority.
3.10 Data Analysis
Data Analysis is the process of creating order and systematic flow in the data that has
been collected for the study in order to make sensible interpretations, discussions and
recommendations (Kothari, 2015). The study will use both qualitative and quantitative
data analysis procedures and techniques.
Qualitative data will be analysed using the thematic analysis approach. Thematic
analysis approach is a qualitative analytic method for: ‘identifying, analysing and
reporting patterns (themes) within data. It minimally organises and describes your data
set in (rich) detail (Braun & Clarke, 2011). Such a qualitative approach will be adopted
because it’s the most suitable for analysing qualitative response to open ended
questions on surveys and interviews and will be presented in form of narratives.
3.10 Measurement of variables
The data on variables will be measured at two levels namely; univariate, bivariate. The
univariate level will consider measurement and analysis of data at individual variable
basis where the researcher will use measures of the mean, mode and frequencies and
at the bivariate level, the researcher will concurrently consider two variables using
presentation modes like cross tabulation.

The questionnaire will be constructed using a five point Likert scale that is, (1-strongly
agree, 2-agree, 3-not sure, 4- disagree and 5-strongly disagree). According to Mugenda
(1999); Amin (2016), the Likert scale is able to measure perception, attitudes, values

33
and behaviour of individuals towards a given phenomenon. Therefore, the choice of this
measurement is that each point on the scale will carry a numerical score which will be
used in the study of social attitude.
3.11 Ethical Considerations
Ethical considerations will be addressed throughout the research process. Informed
consent will be obtained from all participants, ensuring their voluntary participation and
confidentiality of their personal information. The study will adhere to ethical guidelines
and protocols to protect the rights and well-being of the participants.

34
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