SOCIAL MEDIA MANAGEMENT AND REVENUEGENERATION AMONG ATHLETES IN LAGOS STATE

Abstract

This study addressed the limited empirical evidence on how structured social media management 
influences athletes' revenue generation in Lagos State, Nigeria. Despite the growing 
commercialisation of sports and the increasing reliance on digital platforms for personal branding, 
there is insufficient scholarly clarity on which dimensions of social media management 
significantly drive athletes' income. To fill this gap, the study examined the perceived effect of 
social media management on revenue generation. The study was guided by four objectives, four 
research questions, and four corresponding hypotheses. A descriptive survey research design was 
adopted. The population comprised registered athletes across selected sports associations in Lagos 
State, including track and field, football, basketball, volleyball, badminton, and table tennis. Using 
a stratified and simple random sampling technique, a sample size of 300 athletes was selected. Data 
were collected using a structured questionnaire titled Social Media Management and Athletes' 
Revenue Questionnaire (SMMARQ). The instrument was subjected to face and content validity by 
experts in sports management, measurement and evaluation. Reliability was established using 
Cronbach's Alpha, yielding a coefficient of 0.87, indicating high internal consistency. Data were 
analysed using descriptive statistics and multiple regression analysis at a 0.05 level of significance. 
Findings revealed that content strategy significantly predicted revenue generation (R = .634, R² = 
.402, F(1,98) = 21.45, p < .001). Audience targeting also had a significant effect (R = .574, R² = .329, 
F(1,98) = 19.28, p < .001). Engagement metrics showed the strongest predictive influence (R = .689, R² 
= .475, F(1,98) = 29.86, p < .001). Brand perception was also significant (R = .617, R² = .381, F(1,98) = 
24.90, p < .001). The findings indicate that effective social media management dimensions are 
significantly associated with improved revenue outcomes among athletes in Lagos State. The study 
concludes that structured digital branding strategies enhance the commercial viability of athletes 
within the Lagos sports ecosystem. It recommends the integration of digital marketing training into 
athlete development programmes and calls for further longitudinal studies to strengthen causal 
inference within the Nigerian sports industry