Abstract
Digitalization and its influences do not stop at the sports industry. The popularity of individual athletes is emerging as an important driver for the success of an influencer’s activity. Thus, the market width and depth are related to the influencing activity of individuals. In the sports sector, this fact can also have an impact on the value of an athlete. In this paper, we analyze the social media followers for selected soccer players of the German Bundesliga and develop a model to quantify the social network value of the soccer players. We then examine the relationship between the social network value and the market value of each player. Followers on social media are a significant variable for the market value of a soccer player.
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Užík, M., Nowy, G., Schmitz, C., Warias, R. (2023). The Social Network Value of Professional Soccer Players. In: Užík, M., Schmitz, C., Block, S. (eds) Financial Innovation and Value Creation. Financial Innovation and Technology. Springer, Cham. https://doi.org/10.1007/978-3-031-22426-3_6
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DOI: https://doi.org/10.1007/978-3-031-22426-3_6
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