Please use this identifier to cite or link to this item: doi:10.22028/D291-32288
Title: Follow me … on the relationship between social media activities and market values in the German Bundesliga
Author(s): Frenger, Monika
Follert, Florian
Richau, Lukas
Emrich, Eike
Editor(s): Emrich, Eike
Pierdzioch, Christian
Klein, Markus
Language: English
Pages: 12
Year of Publication: 2019
SWD key words: Marktwert
Social Media
Fußball
Instagram
Facebook
Twitter
DDC notations: 300 Social sciences, sociology, anthropology
330 Economics
796 Sports
Publikation type: Research Paper
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.
Link to this record: urn:nbn:de:bsz:291--ds-322886
hdl:20.500.11880/29746
http://dx.doi.org/10.22028/D291-32288
Series name: Diskussionspapiere des Europäischen Instituts für Sozioökonomie e.V. = Working papers of the European Institute for Socioeconomics
Series volume: 32
Date of registration: 28-Sep-2020
Faculty: HW - Fakultät für Empirische Humanwissenschaften und Wirtschaftswissenschaft
Department: HW - Sportwissenschaft
Professorship: HW - Univ.-Prof. Dr. Eike Emrich
Collections:SciDok - Der Wissenschaftsserver der Universität des Saarlandes

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