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Value of Star Players in the Digital Age

Title data

Buck, Christoph ; Ifland, Sebastian ; Renz, Michael:
Value of Star Players in the Digital Age.
2019
Event: 14th International Conference on Wirtschaftsinformatik (WI) , 24.2.-27.2.2019 , Siegen, Germany.
(Conference item: Conference , Paper )

Official URL: Volltext

Abstract in another language

International professional football has become a billion dollar market worldwide. Up to half of the world's inhabitants watch major events such as the FIFA World Cup or the UEFA Champions League Final. Central players and elements in this global advertising market are the clubs' teams and the players themselves. Social media platforms today allow professional footballers to reach millions of people through private marketing as individuals, thereby creating their own brand. The brand and reach of each player is also a valuable resource for clubs in terms of player value and transfer activity. The outlined results in the following article show indicate a positive correlation between the social media value of professional players and the transfer activities of football clubs. Consequently, the impact of digitization on professional football can be shown by a relationship which has not been investigated in research to date.

Further data

Item Type: Conference item (Paper)
Refereed: Yes
Keywords: social media; transfer market; digital strategy; football; star marketing
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VII
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration VII > Chair Business Administration VII - Univ.-Prof. Dr. Torsten Eymann
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Faculties
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 25 Jan 2019 09:28
Last Modified: 12 Mar 2019 15:56
URI: https://eref.uni-bayreuth.de/id/eprint/47004