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

Author

Listed:
  • Frenger, Monika
  • Follert, Florian
  • Richau, Lukas
  • Emrich, Eike

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.

Suggested Citation

  • Frenger, Monika & Follert, Florian & Richau, Lukas & Emrich, Eike, 2019. "Follow me ... on the relationship between social media activities and market values in the German Bundesliga," Working Papers of the European Institute for Socioeconomics 32, European Institute for Socioeconomics (EIS), Saarbrücken.
    • Handle: RePEc:zbw:eiswps:32
    DOI: 10.22028/D291-32288
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    References listed on IDEAS

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    2. Egon Franck & Stephan Nüesch, 2012. "Talent And/Or Popularity: What Does It Take To Be A Superstar?," Economic Inquiry, Western Economic Association International, vol. 50(1), pages 202-216, January.
    3. Müller, Oliver & Simons, Alexander & Weinmann, Markus, 2017. "Beyond crowd judgments: Data-driven estimation of market value in association football," European Journal of Operational Research, Elsevier, vol. 263(2), pages 611-624.
    4. Gerbaulet, Daniel, 2016. "Der Unternehmer als Reputator," Ökonomische Studien, Mohr Siebeck, Tübingen, edition 1, volume 1, number urn:isbn:9783161549571.
    5. Gerbaulet, Daniel, 2016. "Der Unternehmer als Reputator," Ökonomische Studien, Mohr Siebeck, Tübingen, edition 1, volume 1, number urn:isbn:9783161549366.
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    Citations

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    Cited by:

    1. Martin Užík & Roman Warias & Jozef Glova, 2022. "Management of Transfer Prices in Professional Football as a Function of Fan Numbers," Mathematics, MDPI, vol. 10(16), pages 1-13, August.
    2. Benito Perez-Gonzalez & Alvaro Fernandez-Luna & Daniel Castillo & Pablo Burillo, 2020. "Are European Soccer Players Worth More If They Are Born Early in the Year? Relative Age Effect on Player Market Value," IJERPH, MDPI, vol. 17(9), pages 1-10, May.
    3. Lukas Richau & Florian Follert & Monika Frenger & Eike Emrich, 2021. "The sky is the limit?! Evaluating the existence of a speculative bubble in European football," Journal of Business Economics, Springer, vol. 91(6), pages 765-796, August.
    4. Bernd Frick & David Mainus & Paul Schumacher, 2021. "Einbruch der Transferströme: Einfluss der COVID-19-Pandemie auf den professionellen Fußball [Collapse of Transfer Flows: Impact of the COVID-19 Pandemic on Professional Football]," Wirtschaftsdienst, Springer;ZBW - Leibniz Information Centre for Economics, vol. 101(2), pages 144-146, February.
    5. Jose Luis Felipe & Alvaro Fernandez-Luna & Pablo Burillo & Luis Eduardo de la Riva & Javier Sanchez-Sanchez & Jorge Garcia-Unanue, 2020. "Money Talks: Team Variables and Player Positions that Most Influence the Market Value of Professional Male Footballers in Europe," Sustainability, MDPI, vol. 12(9), pages 1-8, May.
    6. Frick, Bernd & Mainus, David & Schumacher, Paul, 2020. "Die Auswirkungen von COVID-19 auf die Transferaktivitäten der Fußballvereine der fünf europäischen Top-Ligen im Sommer 2020," HWWI Policy Papers 130, Hamburg Institute of International Economics (HWWI).

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    More about this item

    Keywords

    Market Value; Transfermarkt.de; Social Media; Football; Instagram; Facebook; Twitter; Marktwert; Fußball;
    All these keywords.

    JEL classification:

    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory
    • Z20 - Other Special Topics - - Sports Economics - - - General

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