Most collegiate athletes in the United States monetize their name, image, and likeness (NIL) through social media influencer marketing. This provides an opportunity to examine the factors that impact their social media NIL value. Therefore, we investigate the effects of personal branding factors (quality of Instagram biography, posting frequency, and account verification status) and institutional factors (competition level, university brand, and sport gender) on the social media NIL value of men’s and women’s college basketball athletes (N = 907) in California while controlling for local market characteristics. A linear regression analysis shows significant relationships between social media NIL value and competition level, university brand, sport gender, posting frequency, and account verification. Our results offer new theoretical and practical understandings of the relationships between brands in the sport brand ecosystem and the NIL value of sport influencer’s social media posts.

美国大多数大学运动员通过社交媒体影响者营销来利用他们的名字、形象和相似度 (NIL) 货币化。这提供了一个机会来检查影响其社交媒体 NIL 价值的因素。因此，我们研究了个人品牌因素（Instagram 传记的质量、发帖频率和帐户验证状态）和制度因素（比赛水平、大学品牌和运动性别）对男女大学篮球社交媒体 NIL 价值的影响运动员（N = 907）在加利福尼亚州，同时控制当地市场特征。线性回归分析显示社交媒体 NIL 值与竞赛水平、大学品牌、运动性别、发帖频率和帐户验证之间存在显着关系。我们的研究结果为运动品牌生态系统中品牌之间的关系以及运动影响者社交媒体帖子的 NIL 价值提供了新的理论和实践理解。