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- Title
The Influence of Personal Branding and Institutional Factors on the Name, Image, and Likeness Value of Collegiate Athletes' Social Media Posts.
- Authors
Cocco, Adam R.; Kunkel, Thilo; Baker, Bradley J.
- Abstract
Most collegiate athletes in the United States monetize their name, image, and likeness (NIL) through social media influencer marketing. This provides an opportunity to examine the factors that impact their social media NIL value. Therefore, we investigate the effects of personal branding factors (quality of Instagram biography, posting frequency, and account verification status) and institutional factors (competition level, university brand, and sport gender) on the social media NIL value of men's and women's college basketball athletes (N = 907) in California while controlling for local market characteristics. A linear regression analysis shows significant relationships between social media NIL value and competition level, university brand, sport gender, posting frequency, and account verification. Our results offer new theoretical and practical understandings of the relationships between brands in the sport brand ecosystem and the NIL value of sport influencer's social media posts.
- Subjects
CALIFORNIA; HOUSE brands; COLLEGE athletes; SELF-promotion; WOMEN'S college basketball; INFLUENCER marketing; SOCIAL media
- Publication
Journal of Sport Management, 2023, Vol 37, Issue 5, p359
- ISSN
0888-4773
- Publication type
Article
- DOI
10.1123/jsm.2022-0155