Bradley Baker

Mark H. McCormack Department of Sport Management, University of Massachusetts

121 Presidents Dr

Amherst, MA 01003

United States

SCHOLARLY PAPERS

2

DOWNLOADS

1,072

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (2)

1.

There Is No Nil in NIL: Examining the Social Media Value of Student-Athletes’ Names, Images, and Likeness

Sport Management Review
Number of pages: 43 Posted: 12 Mar 2021
Thilo Kunkel, Bradley Baker, Thomas Baker and Jason Doyle
Temple University - Fox School of Business and School of Tourism and Hospitality Management, Mark H. McCormack Department of Sport Management, University of Massachusetts, University of Georgia and Griffith University
Downloads 954 (34,367)

Abstract:

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Brands; Athlete Brand; Student-Athletes; Social Media; Collegiate Sport

2.

Unpacking Nuance among Esports Consumers: Market Partitions within Esports based on Social Media Analytics

International Journal of Esports., Fox School of Business Research Paper Forthcoming
Number of pages: 16 Posted: 08 Jul 2021
Bradley Baker and Anthony Pizzo
Mark H. McCormack Department of Sport Management, University of Massachusetts and Temple University - Fox School of Business and Management
Downloads 118 (323,617)

Abstract:

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Consumer behavior, Segmentation, Brand position, Twitter, Social network analysis, Marketing