1. What Determines the Number of Social Media Followers of Professional Cyclists: A Statistical Analysis.
- Author
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Belien, Jeroen, De Clercq, Kevin, and Meulders, Michel
- Subjects
LOWRIDERS ,PANEL analysis ,SOCIAL media ,RELATIONSHIP marketing ,CYCLISTS ,PARASOCIAL relationships - Abstract
This paper examines which factors influence the change in the number of followers of professional cyclists on social media using a fixed-effects model on 33 days of panel data regarding the performance, activity, and content of Twitter messages of 795 cyclists. The analysis shows that a better race performance leads to more new followers. Posting social tweets has no effect, but posting social retweets does increase the number of new followers for riders with a low or medium number of followers. For parasocial tweets, the reverse is true: Parasocial retweets have no effect, while parasocial noninteractive tweets have a positive significant effect for riders with a low or high number of followers. Finally, for riders with a high number of followers, posting a general question to followers has a positive impact on the number of new followers. Cyclists and teams can use the results of this study to identify over- and underperformers in terms of social media success and to attract more followers with all the associated benefits. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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