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: | , , |
|---|---|
| Format: | Article |
| Language: | Spanish |
| Published: |
Elsevier
2019-05-01
|
| Series: | European Research on Management and Business Economics |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444883418301529 |