运动员
篮球
足球
价值(数学)
心理学
机构
社会化媒体
广告
公共关系
医学教育
政治学
社会学
业务
医学
社会科学
地理
物理疗法
计算机科学
机器学习
考古
法学
作者
Thilo Kunkel,Bradley J. Baker,Thomas Baker,Jason P. Doyle
标识
DOI:10.1080/14413523.2021.1880154
摘要
This research contributes to our understanding of the name, image, and likeness (NIL) value of student-athletes’ social media profiles. In Study 1, we scraped data from the Twitter (Nf = 3,880; Nb = 757) and Instagram (Nf = 2,223; Nb = 647) profiles of male collegiate-level football and basketball athletes. In Study 2, we scraped data from the Twitter (N = 1,058; posts = 20,978) and Instagram (N = 1,410; posts = 16,453) profiles of all student-athletes of four (two top-tier and two mid-tier) representative universities. Applying influencer marketing industry standard rates, the current research shows that student-athletes possess NIL value. Results further indicate student-athletes’ NIL value has a relationship with, but is not solely generated at, the institution level. Thus, this research contributes to student-athlete personal branding knowledge, and informs discussion around policy and industry practice related to student-athletes, university athletics departments, athletic conferences, and the National Collegiate Athletic Association (NCAA).
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