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

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  • Korzynski, Pawel
  • Paniagua, Jordi

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.

Suggested Citation

  • Korzynski, Pawel & Paniagua, Jordi, 2016. "Score a tweet and post a goal: Social media recipes for sports stars," Business Horizons, Elsevier, vol. 59(2), pages 185-192.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:2:p:185-192
    DOI: 10.1016/j.bushor.2015.11.002
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    References listed on IDEAS

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    Cited by:

    1. Alice Aguiar-Noury & Pedro Garcia-del-Barrio, 2019. "Global brands in sports: identifying low-risk business opportunities," Journal of Entrepreneurship and Public Policy, Emerald Group Publishing Limited, vol. 8(1), pages 62-83, August.
    2. Paniagua, Jordi & Korzynski, Pawel & Mas-Tur, Alicia, 2017. "Crossing borders with social media: Online social networks and FDI," European Management Journal, Elsevier, vol. 35(3), pages 314-326.

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