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RESEARCH PRODUCT

Score a tweet and post a goal: Social media recipes for sports stars

Jordi PaniaguaPawel Korzynski

subject

MarketingQualitative comparative analysis05 social sciencesSample (statistics)AdvertisingSports marketing0502 economics and business050211 marketingSocial mediaBusinessBusiness and International ManagementMarketingSport managementMarket value050203 business & management

description

Abstract Sports performance is not the unique ingredient of a sports star's market value. Some gifted players are undermined by weak media exposure while some less talented players who actively engage in social media and attract fans in millions benefit from exorbitant contracts. This research conceptualizes the effect of social media in the sports business and analyzes the recipes that lead to high market value for sports stars. This study uses qualitative comparative analysis (QCA) on a sample of 95 top soccer players in Europe. The empirical results reveal that sports performance and social media activity are both necessary but insufficient conditions for a high market value condition. This research provides a roadmap for managers and sports stars to navigate in the social media arena.

yearjournalcountryeditionlanguage
2016-03-01Business Horizons
https://doi.org/10.1016/j.bushor.2015.11.002