The Role of Words of Mouth in Social Interaction on Shaping Women Intention to Online Gambling Activities
DOI:
https://doi.org/10.33367/kpi.v7i2.6053Keywords:
Interaction, Interest, Word of Mouth, Online GamblingAbstract
The rise of online gambling is getting more noticeable. There’s a signifying high interest in it. The initial assumption is that women develop an interest in online gambling by obtained information from interaction around the circle, with one of the main sources being word of mouth. Women's interest in online gambling is indicated by various factors, including both internal and external ones. When they receive information about online gambling, women tend to evaluate what they have learned by listening unobtrusive the activities the circle. The goal of this research is to understand how social interactions, like chats and recommendations from friends, shape young women's interest in online gambling. The research identifies the issue of how social interactions shape women's interest in online gambling. This research employs a qualitative analysis method by interviewing the object of the study, with the research location being in the city of Surabaya. This study uses purposive sampling, selecting women aged 18-25 who have been involved in online gambling for the past three months. We found that word-of-mouth information strongly motivates women to develop an interest in online gambling. Additionally, we found that advertising, whether through websites or social media, also plays a role in shaping their interest. Social interactions within women's groups or communities, such as testimonials and recommendations, significantly influence their decision to engage in online gambling.
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