Measuring Competition for Attention in Social Media: NWSL Players on Twitter
40 Pages Posted: 24 Jul 2018
Date Written: July 02, 2018
Despite the increasing use of social media among personalities such as politicians, athletes, and entertainment celebrities, little is known about the intensity of competition that these popular users engage in to draw the attention of other users, and how their competition affects the use of social media platforms. In this research we propose a model where social media users supply content in return for user attention. Using Twitter data on soccer players from the National Women's Soccer League (NWSL), we estimate a demand model where users decide how to allocate their attention among players, based on their content posted on social media and their performance on the soccer field. We consider the amount of tweets mentioning a player's account as a measure for the level of attention captured by the player. On the supply side, players decide the amount of social media content posted on the platform. We show that the attention substitution between players depends on their posting activity and soccer performance, but also on personal characteristics, such as sexual orientation and physical attractiveness. Our analysis suggests that the competitive pressure on players to capture user attention is responsible for about 43% of their posting activity. This additional content benefits the social media platform, by contributing to 16% of the users' attention currently observed.
Keywords: Social Media, Competition for Attention, Structural Estimation, Twitter, Discrete Choice Models
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