<![CDATA[In the midst of current technological developments, various new gambling advertising trends have emerged; one of which is manipulating videos of public figures, such as Mata Najwa, Raffi Ahmad, Atta Halilintar, and many more, with artificial intelligence (AI). The AI-manipulated content is then distributed through social media, such as Facebook. This study aims to explore message strategies, as well as see the level of engagement of social media users in responding to gambling advertising content. The method used is netnography. The data analyzed was taken from the researcher's Facebook social media during November 2024–January 2025, with a focus on indicators of likes, comments, and shares. The data collected were analysed using a qualitative descriptive approach, referring to the Elaborate Likelihood Model (ELM) persuasive message theory and consumer engagement. The results of this study indicate that public figures in gambling advertisements aim to build the credibility of persuasive narrative content in advertisements. The narrative and presence of popular actors in gambling advertisements greatly influence the level of social media user engagement in the content.]]>
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