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

Kunkel, Thilo; Baker, Bradley J.; Baker, Thomas; Doyle, Jason P.

doi:10.1080/14413523.2021.1880154

Cited by 21 publications

(15 citation statements)

References 42 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Bredikhina et al. , 2022; Kunkel et al. , 2021), we referred to the number of social media followers to measure team popularity.…”

Section: Methodsmentioning

confidence: 99%

See 1 more Smart Citation

Returning for skill or popularity? The demand for esports match replay

Wang

2022

IJSMS

View full text Add to dashboard Cite

PurposeAmong scholarly analyses of sport demand, few have considered the demand for match replays despite replays' indispensable role in sport broadcasts. Different from live matches, viewers of match replays generally have access to match outcomes. Outcome uncertainty is thus less relevant in attracting viewers. This paper addresses this research gap by analyzing the demand for replays of competitive esports matches.Design/methodology/approachWe collected match replay data for two competitive esports leagues, CrossFire Pro League and King Pro League, from two Chinese esports online platforms, Douyu.com and Huya.com. Drawing on two economic theories of superstar effects—a skilled-based theory and a popularity-based theory, we performed regression analyses and dominance analyses to examine the demand for esports match replays.FindingsOur results indicated skill to be more important in the demand for tactical games while non-skill-popularity is more instrumental in attracting viewers to replays of leisurely games. The platform with knowledge-sharing features also exhibited a stronger skill impact for tactical games.Originality/valueFindings contribute to the understanding of sport match replays and offer implications for esports organizers and broadcasters to market games effectively.

show abstract

“…Bredikhina et al. , 2022; Kunkel et al. , 2021), we referred to the number of social media followers to measure team popularity.…”

Section: Methodsmentioning

confidence: 99%

“…Following prior studies (e.g. Bredikhina et al, 2022;Kunkel et al, 2021), we referred to the number of social media followers to measure team popularity. Consumers perceive social media accounts with larger follower numbers to be opinion leaders that are more popular (De Veirman et al, 2017).…”

Section: Data Collectionmentioning

confidence: 99%

Returning for skill or popularity? The demand for esports match replay

Wang

2022

IJSMS

View full text Add to dashboard Cite

show abstract

“…Students, businesses, companies, corporations, and investment firms are creative about how studentathletes will benefit from NILs (Moody, 2012;Mondaq Business Briefing, 2022;Kunkel, 2021). Social media is primary.…”

Section: Student-athletes and Nilsmentioning

confidence: 99%

Name, Image, and Likeness (NILs): What Impact Will NILs Have on Students in the Classroom?

2023

JHETP

View full text Add to dashboard Cite

As a result of several national court rulings, the NCAA revised its bylaws regarding student-athletes. Student-athletes are now being paid money by third-party interests for use of their name, image, and or likeness (NILs) in an endeavor to sell products, services, and student brands. Students advertise their NILs on social media and contract with local, state, and national vendors to endorse products. It is certainly beneficial for student-athletes, parents, families, and even local communities to profit from their work and athleticism. However, important concerns have been left out of the NILs discussion by the academy, the media, the NCAA, and academic journals. This article examines the impact NCAA rule changes have on college students in the classroom as well as the impact on faculty and administration. The probability exists of increased cheating, gender bias, and pressure on instructors who will be caught in the middle between money and grades.

show abstract

“…With NFTs, athletes are empowered to leverage their personal brand and popularity by creating unique images and special fan experiences that eliminate intermediaries (Atienza, 2021). Collegiate athletes, who lack traditional means of profiting from their athletic performance and talent, seek to monetize their popularity through attracting an engaged audience (Kunkel et al, 2021). With collegiate athletes becoming increasingly popular on social media platforms such as Instagram and TikTok, athletes can sell their digital NIL content-independent from their college and university-to their social media followers.…”

Section: Sport Nfts: What's Next?mentioning

confidence: 99%

Non-Fungible Tokens

Baker

Pizzo²,

Su³

2022

sij

Self Cite

View full text Add to dashboard Cite

Non-fungible tokens (NFTs) have gained considerable media attention and sparked growing public interest. NFTs are unique units of data recorded on a permanent ledger or blockchain. NFTs are used to record ownership of both physical and digital goods. Prominent sport organizations have embraced NFTs for innovative growth opportunities such as generating revenue via novel digital products (e.g., digital collectibles). For example, the National Basketball Association (NBA) launched NBA Top Shot, an online marketplace to buy and sell digital sports highlights. Sport organizations are exploring future innovation opportunities where there is a need to reliably track and verify authenticity or ownership of digital or digitizable assets. This includes existing sport products (e.g., tickets) and novel fan engagement initiatives. To benefit from NFTs, sport managers need to reconceptualize how sport is marketed and managed in a digital domain. The purpose of this research primer is to acquaint readers with key concepts related to NFTs. Specifically, we provide an overview of NFTs, offer a review of the brief history of NFTs, conceptualize NFTs via parallels with collectibles, and address the speculative nature of the NFT market. We conclude by outlining innovative growth opportunities of NFTs for sport managers and future research directions for sport management scholars.

show abstract

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

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

Cited by 21 publications

References 42 publications

Returning for skill or popularity? The demand for esports match replay

Returning for skill or popularity? The demand for esports match replay

Name, Image, and Likeness (NILs): What Impact Will NILs Have on Students in the Classroom?

Non-Fungible Tokens

Contact Info

Product

Resources

About