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ABSTRACT
This study was carried out to determine the attitude and perception of 1XBET online marketing strategies among the Youth in Benin . Survey method was adopted to carefully collect data from 400 undergraduates in the University of Benin through three stages using the simple random, stratified and simple sampling procedure. The study anchored on the perception and attitude change theories. The study became necessary following that most youth are now engaging in betting because of their rampant nature of easy and quick money . Online betting platforms such as 1XBETgive youth this avenue to engage in this betting acts.Thus, it becomes imperative to empirically ascertain the perception of youth towards betting and know what was influencing their attitude to engage in this betting platforms. The study concludes that 1XBET has a relatively high level of awareness amongs youth in Benin and their online marketing strategies of usings influencers and benefits are effective. Hence, the researcher recommended that 1XBET should prioritize minimizing their risk associated with their platform.
