Why Twitter should share revenues with soccer players

High-profile social media users, such as actors, popstars or athletes, compete on social media for user attention, that can translate into ticket sales for concerts or movies, a better contract, or lucrative product endorsements. This kind of competition, research by Gaia Rubera (Bocconi University) and Federico Rossi (Purdue University) published in advance on Marketing Science found, follows its own rules and the ultimate winners could be the social media platforms the battle for attention is raging on.

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