Can social media marketing lead to abnormal portfolio returns?
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Elsevier
2019-05-01
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| Series: | European Research on Management and Business Economics |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444883418301529 |
| _version_ | 1819043504501817344 |
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| author | Semra Bank Evrim Erdogan Yazar Ugur Sivri |
| author_facet | Semra Bank Evrim Erdogan Yazar Ugur Sivri |
| author_sort | Semra Bank |
| collection | DOAJ |
| description | 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. JEL classification: M31, M37, G11, Keywords: Social media marketing, Microblogging, Twitter, Shareholder return, CAPM, Portfolio analysis |
| first_indexed | 2024-12-21T09:57:50Z |
| format | Article |
| id | doaj.art-8b3b1c65a0f642858aec2e6fc615d76b |
| institution | Directory Open Access Journal |
| issn | 2444-8834 |
| language | Spanish |
| last_indexed | 2024-12-21T09:57:50Z |
| publishDate | 2019-05-01 |
| publisher | Elsevier |
| record_format | Article |
| series | European Research on Management and Business Economics |
| spelling | doaj.art-8b3b1c65a0f642858aec2e6fc615d76b2022-12-21T19:08:00ZspaElsevierEuropean Research on Management and Business Economics2444-88342019-05-012525462Can social media marketing lead to abnormal portfolio returns?Semra Bank0Evrim Erdogan Yazar1Ugur Sivri2Faculty of Economics and Administrative Sciences, Department of Business Administration, Karadeniz Technical University, Trabzon 61080, TurkeyFaculty of Economics and Administrative Sciences, Department of Business Administration, Ondokuz Mayis University, Samsun 55139, Turkey; Corresponding author.Faculty of Economics and Administrative Sciences, Department of Economics, Recep Tayyip Erdogan University, Rize 53100, TurkeyThis 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. JEL classification: M31, M37, G11, Keywords: Social media marketing, Microblogging, Twitter, Shareholder return, CAPM, Portfolio analysishttp://www.sciencedirect.com/science/article/pii/S2444883418301529 |
| spellingShingle | Semra Bank Evrim Erdogan Yazar Ugur Sivri Can social media marketing lead to abnormal portfolio returns? European Research on Management and Business Economics |
| title | Can social media marketing lead to abnormal portfolio returns? |
| title_full | Can social media marketing lead to abnormal portfolio returns? |
| title_fullStr | Can social media marketing lead to abnormal portfolio returns? |
| title_full_unstemmed | Can social media marketing lead to abnormal portfolio returns? |
| title_short | Can social media marketing lead to abnormal portfolio returns? |
| title_sort | can social media marketing lead to abnormal portfolio returns |
| url | http://www.sciencedirect.com/science/article/pii/S2444883418301529 |
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