Tennis influencers: The player effect on social media engagement and demand for tournament attendance

Abstract

Understanding the interest of sports fans in professional tennis has valuable operational and marketing implications for tournament organisers, marketeers, player sponsors and the media. In sports, professional tennis in particular, the player effect on social media user engagement is still elusive. Using data from the 2019 Australian Open grand slam period, the authors examine Adler’s (1985) theoretical construct in the context of sports and social media. A social listening tool is used to probe more than 2 million posts and comments mentioning elite male and female tennis players on four major social media channels: Twitter, Facebook, Instagram and YouTube, over the grand slam period. It is shown that the effect of professional tennis players on social media user engagement extends beyond their talent. A selection of players had a strong positive impact on prompting social media activity, even after accounting for factors related to their performance, the tournament rounds in which they were featured and the opponents against whom they played. Furthermore, the connection between social media research and sports economics is considered by examining the relationship between a player’s effects on social media engagement and her/his differential influence on demand for tickets at the Australian Tennis Open. The authors further discuss how the social media star influence can be used, in combination with other quantitative measures, to optimise tennis tournament scheduling, determine player appearance fees and lift participation in the sport.