How Much is a Post Worth? Evaluating the Equivalence Standard in NIL
Open Access
Author:
Shedleski, Lauren
Area of Honors:
Finance
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Brian Spangler Davis, Thesis Supervisor Samuel Burton Bonsall, IV, Thesis Honors Advisor
Keywords:
NIL social media
Abstract:
The entire landscape of collegiate athletics was transformed with the implementation of the name, image, and likeness (NIL) rules in 2021. The permission for student-athletes to benefit and be compensated for their name, image, and likeness, has opened opportunities for endorsement deals, starting their own businesses, becoming brand ambassadors, etc. One of the most common ways that student-athletes are generating revenue from NIL is through the use of social media. Social media gives student-athletes the platform to create their own brand, become influencers, and showcase their NIL deals. The focus of this study is to identify how much Penn State student-athletes are profiting on a per post basis through posting on social media. The revenue is being evaluated on average based on four variables: gender, sport, social media follower count, and recognition status. The goal is to identify how much one TikTok video and one Instagram post is worth within these categories and assist in drawing conclusions about how these variables dictate commensurate compensation in relation to the student-athlete’s market value.
