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Score a tweet and post a goal: Social media recipes for sports stars |
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| Institution: | 1. Kozminski University, Warsaw, Poland & Harvard University, Cambridge, MA, U.S.A.;2. Catholic University of Valencia San Vicente Mártir, Calle Corona 34, Valencia, Spain;1. LUISS Guido Carli University, Viale Romania, 32, 00197 Rome, Italy;2. Nova School of Business & Economics, Universidade Nova de Lisboa, Campus de Campolide, 1099-032 Lisbon, Portugal;3. UTS Business School, University of Technology Sydney, 14-28 Ultimo Road, Ultimo NSW 2007, Sydney, Australia;1. Girard School of Business, Merrimack College, North Andover, MA 01845, U.S.A.;2. Haile/US Bank College of Business, Northern Kentucky University, Highland Heights, KY 41099, U.S.A.;3. Department of Human Sciences, The Ohio State University, Columbus, OH 43210, U.S.A. |
| 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. |
| Keywords: | Social media Twitter Facebook Sports business Sports stars Market value Qualitative comparative analysis |
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