The Monetary Value of Twitter Followers: Evidences from NBA Players
نویسندگان
چکیده
Social media has fundamentally changed our daily life and drawn many researchers’ attention to investigate the value and strategies of social media. Despite successful examples of social media marketing by firms in practice, there is little scholarly research that investigates whether individuals’ fan base in social media can be translated into real world monetary rewards. Also, most existing studies focus more on Facebook, rather than the second largest site, Twitter. This paper aims to fill this gap by investigating the value of the number of Twitter followers of National Basketball Association (NBA) players. This RIP reports the results of Heckman’s 2 stage selection model and we plan to employ instrument variable and propensity score matching for establishing stronger causality. Our preliminary result suggests that one more followers on Twitter is correlated with 1.514 USD more in salary for NBA players in 2013.
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