Can social media marketing lead to abnormal portfolio returns?

Artikel

This study tests the impact of usage of Twitter as a microblogging service provider on shareholders’ returns and abnormal returns. In accordance with this purpose, two portfolios were created based on measurement of whether firms had a Twitter account and, if so, their number of followers and tweets and the increase in the number of followers. The returns from these portfolios indicate that better Twitter performance according to these metrics does not provide any significant increases in the abnormal returns of shareholders. Nevertheless, the market betas of greater than 1 observed in the related portfolios have revealed that these portfolios are more risky than alternative portfolios.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Journal: European Research on Management and Business Economics (ERMBE) ; ISSN: 2444-8834 ; Volume: 25 ; Year: 2019 ; Issue: 2 ; Pages: 54-62 ; Amsterdam: Elsevier

Klassifikation und Themen

• Klassifikation: Management ; Marketing ; Advertising ; Portfolio Choice; Investment Decisions
• Thema: CAPM ; Microblogging ; Portfolio analysis ; Shareholder return ; Social media marketing ; Twitter

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Bank, Semra ; Yazar, Evrim Erdogan ; Sivri, Ugur
• Ereignis: Veröffentlichung
• (wer): Elsevier
• (wo): Amsterdam
• (wann): 2019

Weitere Informationen

• DOI: doi:10.1016/j.iedeen.2019.04.006
• Handle: http://hdl.handle.net/10419/205786
• Letzte Aktualisierung: 10.03.2025, 11:42 MEZ