ABSTRACT: This paper aims to investigate the intricate dynamics of how online gambling advertisements, celebrity endorsements, and extensive online discussions impact individuals’ propensity to engage in gambling activities. In the contemporary digital landscape, comprehending these influences is imperative, particularly in regions like India, where the online gambling sector has witnessed significant expansion. The research employed qualitative and quantitative methods to determine that brand perceptions profoundly influence individuals’ gambling Behaviours. The finding suggests that advertising influences gambling intentions most, followed by celebrity-brand congruence. These results underscore the critical importance for both marketers and policymakers to cultivate positive brand images as a strategic approach to modulating gambling tendencies responsibly. This research contributes to the academic discourse by highlighting the necessity of fostering favourable brand perceptions to mitigate the potential risks associated with online gambling.

KEYWORDS: Online Gambling, Gambling Advertising, Customer Gambling Intention, Electronic Word-of-Mouth, Sentiment Analysis