Examining the Impact of Social Media Following on Player Salary in the National Basketball Association: A Multivariate Statistical Analysis

The National Basketball Association (NBA) has the highest average player salary of any professional sports league that exists. In previous studies, it has been found that on-court performance statistics, such as points per game and rebounds per game, are key determinants of NBA players’ salaries. This study contributes to the literature by examining the effects of other on-court performance statistics such as real plus minus, field goal percentage, and free throw percentage. In addition, we test the relationship between NBA players’ social media following and their salaries. The multivariate analyses in our study show that points per game, real plus minus, and social media following are the most essential three factors determining NBA players’ salaries. The implications for NBA research and practice are discussed.