Follow me... on the relationship between social media activities and market values in the German Bundesliga

Monika Frenger, Florian Follert, Lukas Richau and Eike Emrich

No 32, Working Papers of the European Institute for Socioeconomics from European Institute for Socioeconomics (EIS), Saarbrücken

Abstract: Transfermarkt.de's market value (transfermarkt value) is a topic that is discussed very often in sports economics. Based on existing literature, we assume that the Transfermarkt value is a function of different input parameters, such as player characteristics, player performance, player presentation and team performance. This paper analyzes the relationship between a player's social media activity and his market value based on transfermarkt.de. Based on a dataset of 600 players from the German Bundesliga, we find that Instagram activity has a significant impact on a player's market value. On the basis of this result, we discuss several implications for professional football players on the one hand and for clubs on the other. The paper opens up a new dimension of economic research in professional football, namely, the sport economic significance of social media.

Keywords: Market Value; Transfermarkt.de; Social Media; Football; Instagram; Facebook; Twitter; Marktwert; Fußball (search for similar items in EconPapers)
JEL-codes: D46 Z20 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:zbw:eiswps:32

DOI: 10.22028/D291-32288

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