The Role of PLL Athletic Metrics in Shaping Network Externality Effects on Social Media

This study investigates how athletic performance influences the number of Instagram followers, revealing the role of social media network externalities in the Premier Lacrosse League (PLL). Using comprehensive player performance data and social media metrics from the 2024 season, the study employs a grouped regression model to analyze the effects of scoring, assists, and steals on follower count, while examining the heterogeneity between offensive/midfield and defensive players. Results show that scoring and assists significantly and positively affect follower counts for offensive players, whereas the athletic performance of defensive players has limited impact on their social media influence. Additionally, both professional experience and social media experience exhibit strong positive effects across player groups. The findings highlight the interaction between athletic performance and digital presence in niche sports, offering empirical insights into personal brand building and strategic communication. This study underscores the importance of offensive performance in enhancing player visibility and suggests that media strategies should be tailored to player roles. It also recommends future research to incorporate time-series data in order to better capture the dynamics of social media growth over time and further clarify the mechanisms behind network externality effects in professional sports.