RT Journal Article
T1 The influence of football celebrity endorsements on the attention paid to advertising: eye tracker research related to amateur online poker players in Portugal
A1 Veloso, Ana I.
A1 Mañas Viniegra, Luis
A1 Núñez Gómez, Patricia
AB The aim of this research is to determine how football stars influence the attention paid to online poker advertising and whether a corresponding nationality might influence the perception of audiences between 18 and 24 years of age, which is the adult age group most vulnerable to this type of game. Using an eye tracking technique, a sample of 60 Portuguese young people who are amateur online poker players has been studied. The results suggest that affinity with a sports star increases the level of attention paid to the image of the star. Otherwise, the poker hand registers the greatest amount of attention. Sports stars who are currently playing attract more attention than those who are retired, and smiles make it possible to attract even more attention from the audience. These stars facilitate advertising brands in associating online gaming with a form of leisure.
PB Taylor and Francis Group
SN 1466-0970
YR 2023
FD 2023-11-27
LK https://hdl.handle.net/20.500.14352/109536
UL https://hdl.handle.net/20.500.14352/109536
LA eng
NO Mañas-Viniegra, L., Veloso, A. I., & Núñez-Gómez, P. (2023). The influence of football celebrity endorsements on the attention paid to advertising: eye tracker research related to amateur online poker players in Portugal. Soccer & Society, 25(7), 851–871. https://doi.org/10.1080/14660970.2023.2284891
DS Docta Complutense
RD 7 abr 2025