BEHAVIOR AND ASPECTS RELATED TO THE ONLINE BETTING CONSUMER

Ease of access, aggressive marketing and influencer advertising on social media are factors that have driven the growing consumption of online gambling in recent years. Although these bets are convenient and entertaining, they also present significant risks. In view of this, this study aims to analyze the behavior and characteristics of the current online gambling consumer. To this end, the research used the hypothetical-deductive method of an exploratory and descriptive nature, through a quantitative approach. Data collection was carried out using an online questionnaire and data analysis was performed using SPSS software, using the Exploratory Factor Analysis and Logistic Regression techniques. The data showed that the consumption of online gambling is influenced by several variables, with emphasis on the compulsive consumption style and male gender. In practical terms, the results indicate the need for more ethical and responsible marketing by companies in the sector. Furthermore, it is concluded that online betting has a significant social impact, highlighting the importance of effective public policies to regulate this market, prevent the prevention of irregular platforms and minimize consumer exposure to risks.