The Mediating Effect of Social Media Use on the Relationship between Personality Trait and Gambling behavior among University Students in Northern Cyprus

Yosra  Jarrar; Ayodeji O.  Awobamise; Gabriel E.  Nweke

doi:10.35516/hum.v50i5.349

Authors

Yosra Jarrar Department of Communication and Information Studies, Mohammed Bin Rashid School of Communication, American University in Dubai, Dubai, United Arab Emirates. https://orcid.org/0000-0003-1595-0933
Ayodeji O. Awobamise Department of Journalism and Media Studies, The College of Humanities and Social Sciences, Kampala International University, Kampala, Uganda https://orcid.org/0000-0003-1474-3553
Gabriel E. Nweke Department of Psychology, Faculty of Humanities, Girne American University, Kyrenia, Cyprus https://orcid.org/0000-0003-2067-4494

DOI:

https://doi.org/10.35516/hum.v50i5.349

Keywords:

Gambling behavior, personality trait, social media use, five-factor model

Abstract

Objectives: This paper aims to investigate the relationship between personality traits, gambling behavior, and social media use.

Methods: A questionnaire comprised of the Five-Factor Model (Costa & McCrae, 1992), the Gambling Behavior Scale by Jeff and Gregory (2010) and the Social Networking Time Use Scale (Olufadi, 2015) was administered to 718 students in Northern Cyprus. Pearson’s correlation and multiple linear regression analysis were carried out to test if the five personality traits have a significant positive relationship with gambling behavior.

Results: Data analysis showed a significant positive relationship between social media use and gambling behavior. The study reported that while the relationship between three personality traits (extraversion, neuroticism, and openness to experience) and gambling behavior is partially mediated by social media use, the relationship between agreeableness as a personality trait and gambling behavior is not mediated by social media use. Finally, findings showed that the impact of conscientiousness on gambling behavior is influenced by the frequency and time spent on social media.

Conclusions: In light of the reported impact of personality traits on gambling behavior, further research should seek to find out what it is about social media that encourages gambling behavior, and what combination of factors is most likely to force social media users to part with money to play or gamble. Finally, different motivations for social media use can be tested as moderators in the relationship between personality traits and gambling behavior.

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