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  • There is no nil in NIL: examining the social media value of student-athletes' names, images, and likeness

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    Doyle499611-Accepted.pdf (692.0Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Kunkel, Thilo
    Baker, Bradley J
    Baker, Thomas A
    Doyle, Jason P
    Griffith University Author(s)
    Doyle, Jason P.
    Year published
    2021
    Metadata
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    Abstract
    This research contributes to our understanding of the name, image, and likeness (NIL) value of student-athletes’ social media profiles. In Study 1, we scraped data from the Twitter (Nf = 3,880; Nb = 757) and Instagram (Nf = 2,223; Nb = 647) profiles of male collegiate-level football and basketball athletes. In Study 2, we scraped data from the Twitter (N = 1,058; posts = 20,978) and Instagram (N = 1,410; posts = 16,453) profiles of all student-athletes of four (two top-tier and two mid-tier) representative universities. Applying influencer marketing industry standard rates, the current research shows that student-athletes ...
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    This research contributes to our understanding of the name, image, and likeness (NIL) value of student-athletes’ social media profiles. In Study 1, we scraped data from the Twitter (Nf = 3,880; Nb = 757) and Instagram (Nf = 2,223; Nb = 647) profiles of male collegiate-level football and basketball athletes. In Study 2, we scraped data from the Twitter (N = 1,058; posts = 20,978) and Instagram (N = 1,410; posts = 16,453) profiles of all student-athletes of four (two top-tier and two mid-tier) representative universities. Applying influencer marketing industry standard rates, the current research shows that student-athletes possess NIL value. Results further indicate student-athletes’ NIL value has a relationship with, but is not solely generated at, the institution level. Thus, this research contributes to student-athlete personal branding knowledge, and informs discussion around policy and industry practice related to student-athletes, university athletics departments, athletic conferences, and the National Collegiate Athletic Association (NCAA).
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    Journal Title
    Sport Management Review
    DOI
    https://doi.org/10.1080/14413523.2021.1880154
    Copyright Statement
    This is an Author's Accepted Manuscript of an article published in Sport Management Review, 03 Jun 2021, copyright Sport Management Association of Australia and New Zealand, published by Taylor & Francis, available online at: https://doi.org/10.1080/14413523.2021.1880154
    Note
    This publication has been entered in Griffith Research Online as an advanced online version.
    Subject
    Commercial services
    Social Sciences
    Hospitality, Leisure, Sport & Tourism
    Social Sciences - Other Topics
    Economics
    Publication URI
    http://hdl.handle.net/10072/405754
    Collection
    • Journal articles

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