Publication:
Can Social Media Marketing Lead to Abnormal Portfolio Returns

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dc.authorscopusid57208802577
dc.authorscopusid57208793845
dc.authorscopusid57208794835
dc.contributor.authorBank, S.
dc.contributor.authorYazar, E.E.
dc.contributor.authorSivri, U.
dc.date.accessioned2020-06-21T12:26:59Z
dc.date.available2020-06-21T12:26:59Z
dc.date.issued2019
dc.departmentOndokuz Mayıs Üniversitesien_US
dc.department-temp[Bank] Semra, Faculty of Economics and Administrative Sciences, Karadeniz Technical University, Trabzon, Trabzon, Turkey; [Yazar] Evrim Erdogan, Faculty of Economics and Administrative Sciences, Ondokuz Mayis Üniversitesi, Samsun, Turkey; [Sivri] Ugur, Department of Economics, Recep Tayyip Erdogan University, Rize, Turkeyen_US
dc.description.abstractThis 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. © 2019 AEDEMen_US
dc.identifier.doi10.1016/j.iedeen.2019.04.006
dc.identifier.endpage62en_US
dc.identifier.issn2444-8834
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-85065813212
dc.identifier.scopusqualityQ1
dc.identifier.startpage54en_US
dc.identifier.urihttps://doi.org/10.1016/j.iedeen.2019.04.006
dc.identifier.volume25en_US
dc.identifier.wosWOS:000469403100002
dc.identifier.wosqualityQ1
dc.language.isoenen_US
dc.publisherEuropean Academy of Management and Business Economics As Lagoas - Marcosende 36310en_US
dc.relation.ispartofEuropean Research on Management and Business Economicsen_US
dc.relation.journalEuropean Research on Management and Business Economicsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectCAPMen_US
dc.subjectMicrobloggingen_US
dc.subjectPortfolio Analysisen_US
dc.subjectShareholder Returnen_US
dc.subjectSocial Media Marketingen_US
dc.subjectTwitteren_US
dc.titleCan Social Media Marketing Lead to Abnormal Portfolio Returnsen_US
dc.typeArticleen_US
dspace.entity.typePublication

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