论文标题
社交媒体自我品牌和成功：模型竞争的定量证据
Social media self-branding and success: Quantitative evidence from a model competition
论文作者
论文摘要
得益于大型在线数据集的可用性，在人类努力的不同领域的成功已经有可能量化。这里介绍的研究为评估社交媒体活动的效果（作为“自我品牌”的手段）的效果有助于这一文献，以增加为《花花公子》杂志“年度最佳玩伴奖”选举模型的机会。我们假设积极管理其Instagram帐户的候选人可以增加赢得该奖项的可能性：他们使用社交媒体来获得更多的追随者，然后他们可能会在颁奖民意测验中为他们投票。研究结果表明，社交媒体活动实际上具有估计奖项结果的预测能力。我们发现证据表明，与其他候选人更积极地管理其社交媒体帐户的候选人具有更高的可能性成为当年的玩伴。这些发现突显了社交媒体的好处
Thanks to the availability of large online data sets, it has become possible to quantify success in different fields of human endeavour. The study presented here contributes to this literature in evaluating the effect of social media activity, as a means of 'self-branding', to increase the chances of models being elected for the Playboy Magazine's Playmate of the Year award. We hypothesise that candidates who actively manage their Instagram accounts can increase their likelihood to win the award: they use social media to gain more followers, who then might vote for them in the award polls. The findings indicate that social media activity actually has predictive capacity to estimate the outcome of the award. We find evidence that candidates who manage their social media accounts more actively than other candidates have a higher probability to become Playmate of the Year. The findings underline the benefits of social media
