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

Pawel Korzynski and Jordi Paniagua ()

Business Horizons, 2016, vol. 59, issue 2, 185-192

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 (search for similar items in EconPapers)
Date: 2016
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